Kış turizminde faaliyet gösteren konaklama işletmelerinin rekabet ve konumlandırma stratejileri: Türkiye örneği.

In this research, competition and positioning strategies of accommodation enterprises in winter tourism destinations are examined. In the research, it is aimed to contribute to the enterprises in terms of determining the competition and positioning strategies implemented by the enterprises against their competitors and increasing their competitiveness. The development of winter tourism in Turkey and the development of competition and positioning strategies of enterprises in order to take place in the international market constitute the importance of the study. Semi-structured interview questions were directed to 21 senior accommodation business managers engaged in winter tourism activities in Turkey. In the analysis part of the study, descriptive analysis method was used. The codes and themes of the texts, which were pre-read for data analysis, were created with the MAXQDDA 2020 program and then analysed. As a data collection tool an interview form is composed and by using Michael E. Porter's "Diamond model" and "three genetic strategies". It is among the results obtained that infrastructure and superstructure investments are insufficient in winter tourism destinations, strategies are not developed to expand the market share and open to the foreign market, and the use of information resources is insufficient in small accommodation enterprises. The obtained results reveal the necessity of giving importance to the positioning strategies of the enterprises, going the way of product/service differentiation, developing market segmentation strategies and choosing the target customer group correctly. [ABSTRACT FROM AUTHOR]