The role of corporate reputation in relationship between competition strategies and innovation: A research in hotel establishments

Today, one of the effective ways for businesses to maintain their assets in a highly competitive environment is to determine the most appropriate competitive strategy. The impact of the competition strategy determined by the business on both the reputation of the business and the innovation activities it implements. In this context, the main purpose of the study is to examine the impact of corporate reputation on the relationship between competition strategies and innovation activities implemented by five star hotel operators operating in Turkey. The universe of the research is composed of senior executives of the five stars hotel enterprises operating in the tourism sector in Turkey and having an operating document. Quantitative research method was used in the research. The data were obtained by questionnaire. A total of 303 questionnaires were included in the analysis. Descriptive analysis, explanatory factor analysis, confirmatory factor analysis, path analysis and t-test were applied to the obtained data. In the results of the research, it has been revealed that the relation between the competition strategies applied in the five star hotel enterprises and innovation activities is effected of the corporate reputation of the enterprises. In the generated compatible model, competition strategies have influenced innovation and corporate reputation in the positive direction; corporate reputation influenced innovation positively. On the other hand, it has been determined that the differentiation strategy and marketing innovation applied by the hotel operators show a significant difference according to the duration of the activity.