A Study to Determine the Factors Affecting the Travel Agency Choices of Accommodation Businesses

Abstract

A strong relation, interaction, loyalty between tourism businesses and their stakeholders is required for businesses in order to compete each other, to protect their situation in market and to reach their aims. The factors effective on accommodation businesses’ travel agency choice were investigated. The research area was consisted of the middle and upper managers of accommodation businesses in Fethiye and Marmaris. A questionnaire was prepared in order to collect data and was applied to 400 accommodation business managers. 354 of them turned back and analysed using SPSS 22 statistical package program. Frequency, factor analysis, t test, and ANOVA analysis were used in order to analyse the questionnaires. According to analysis; factors effective on accommodation businesses’ travel agency choice were determined as 5 dimensions. These are named as “Increasing the sales”, “Promotion and Price”, “Communication and Satisfaction”, “Market Differentiation” and “Market Demand”. It was analysed whether there was a difference between factors effective on accommodation businesses’ travel agency choice and features of accommodation business and demographic characteristics of managers. According to results; a significant difference on hotel license, activity period and the number of travel agency which the hotel has been working with, was determined. On the other hand, there was no difference on gender, age, education level and position of managers.