Differentiation of Competitive Strategy and Behaviors According to Firm’s Capabilities: A Research in “A” Group Travel Agents that Employed Tourist Guides

Abstract

The main aim of this study to evaluate differentiation of competitive strategy and behaviors according to firm’s capabilities by applying in “A” group travel agent that employed tourist guides. For this purpose, 352 valid questionnaires were obtained by conducting a questionnaire to managers of the agencies operating in Turkey. Research hypotheses tested with Kruskal Wallis, Mann Whitney - U and hierarchical regression analyses. According to the results obtained from the difference tests, the contribution of the professional tourist guides to the organizational capabilities of the “A” group travel agents, which has employed permanent professional tourist guides, the competitive behaviors and competitive strategies are different with statistical significance. In addition, the results of the regression analysis depicted that some business capabilities had significant effects on competition strategies and behaviors.