Investigation of competitive advantage sources in accommodation: Case of Bodrum

This research was carried out in order to determine the sources used in competition by accommodation establishments operating in Bodrum district and to determine the sources that provide advantage in competition. Qualitative research method was used within the scope of the research and the data were obtained by semi-structured interview technique. The sample of the research consists of 18 5-star hotels operating in Bodrum district. The research data were obtained from the answers given by the hotel managers to the interview form consisting of 10 questions. Content analysis technique was used for data analysis. As a result of the research, it was determined that there was intense competition among accommodation establishments and in this intense competition, the main objectives of the establishments were primarily to maintain their position in competition. In order to maintain their competitive position and thus their market shares, it is concluded that the companies take care to keep the satisfaction of their loyal customers at the highest level. Other issues that accommodation companies attach importance to while competing are, in general, the position of the enterprise, the quality and continuity of the employees, the price-quality balance and good relations with the suppliers. It was concluded that accommodation establishments wishing to take the lead in competition should give importance to these issues and necessary suggestions were made.