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Araç Kiralama Sektöründe Rekabet Belirleyicilerinin Işletme Performansina Etkisi: Turizm Destinasyonlarinda Bir Araştirma

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Araç Kiralama Sektöründe Rekabet Belirleyicilerinin Işletme Performansina Etkisi: Turizm Destinasyonlarinda Bir Araştirma T.C. SAKARYA ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ ARAÇ KİRALAMA SEKTÖRÜNDE REKABET BELİRLEYİCİLERİNİN İŞLETME PERFORMANSINA ETKİSİ: TURİZM DESTİNASYONLARINDA BİR ARAŞTIRMA DOKTORA TEZİ Bayram AKAY Enstitü Ana Bilim Dalı: Turizm İşletmeciliği Tez Danışmanı: Doç. Dr.Oğuz TÜRKAY ARALIK– 2014 ÖNSÖZ Bu tezin yazılması aĢamasında, çalıĢmamı sahiplenerek titizlikle takip eden danıĢmanım Doç. Dr. Oğuz Türkay‟a değerli katkı ve emekleri için içten teĢekkürlerimi ve saygılarımı sunarım. Tez izleme jüri üyeleri Prof. Dr. Rana Özen Kutanıs ve Prof. Dr. Mehmet SarııĢık çalıĢmamın son haline gelmesine değerli katkılar yapmıĢlardır. Ayrıca Sakarya Üniversitesi ve Kırklareli Üniversitesi Turizm ĠĢletmeciliği bölümlerindeki tüm hocalarıma ve tezimin son okumasında yardımlarını esirgemeyen Âdem Çelik‟e teĢekkürlerimi borç bilirim. Son olarak bu tezin benim için anlam kazanmasını sağlayan ve her zaman için yanımda olan gerekli tüm maddi ve manevi desteği sağlayan annem, babam, kardeĢlerim ve eĢime sonsuz teĢekkürlerimi sunuyorum. Bayram AKAY 24.12.2014 İÇİNDEKİLER KISALTMALAR …………………………………………………………………...…vi TABLOLAR LİSTESİ………………………………………………………………..vii ŞEKİLLER LİSTESİ……………………………………………………………….....ix ÖZET…………………………………………………………………………………....x SUMMARY………………………………………………………………………….....xi GİRİŞ……………………………………………………………………………………1 BÖLÜM 1. TURİZM SEKTÖRÜ VE TURİZM ULAŞTIRMASI…………………4 1.1. Turizmin Kavramı ve Tarihi GeliĢimi…………………….……………………........4 1.2. Turizm Sektörü ve Özellikleri…………………………………………..…………..6 1.3. UlaĢtırma Kavramı.………..…………………………………………......................9 1.3.1. Turizm UlaĢtırması ve Türleri………………………………………………11 1.3.1.1. Karayolu UlaĢtırması……………………………………………….15 1.3.1.2. Demiryolu UlaĢtırması……………………………………………...16 1.3.1.3. Denizyolu UlaĢtırması………………………………………………16 1.3.1.4. Havayolu UlaĢtırması……………………………………………….17 BÖLÜM 2: ARAÇ KİRALAMA SEKTÖRÜNÜN GENEL YAPISI……………...18 2.1. Araç Kiralama Sektörünün Tarihi GeliĢimi……….……………………………….18 2.2. Araç Kiralamanın Tanımı ve Süreci…….………………………………................19 2.3. Araç Kiralama Hizmetlerinin Sınıflandırılması…………………………………...22 2.3.1. Kısa Süreli (Günlük) Araç Kiralama Hizmeti……………………………..23 2.3.2. Uzun Dönem (Finansal, Operasyonel) Kiralama Hizmeti………………...24 2.4. Araç Kiralama Hizmeti Sağlayan ĠĢletmeler……………………………………....26 2.4.1. Otomobil Bayii ĠĢletmeler…………………………………………………26 2.4.2. Araç Kiralayan Bankalar…………………………………………………..26 2.4.3. Lüks Araç Kiralama Hizmetleri (ġoförlü Araç Kiralama)………………...27 i 2.4.4. Araç PaylaĢım ĠĢletmeleri…………………………………………………28 2.4.5. Seyahat Acenteleri………………………………………………………...30 2.4.6. Araç Kiralama Acenteleri…………………………………………………30 2.5. Araç Kiralama ĠĢletmelerinin Fonksiyonları………………………………………33 2.5.1. Motorlu veya Motorsuz UlaĢım Araçları Kiralamak……………………...34 2.5.2. Ek Ürün ve Hizmetler Sunmak………………………….………………...36 2.5.3. Ġkinci El Otomobil SatıĢı Yapmak………………………………………...37 2.5.4. Transfer Hizmetleri………………………………………………………..37 2.5.5. ġoförlü Ve Turistik Gezilere Yönelik TaĢıma Aracı Kiralamak………….37 2.5.6. Turistik Hizmetlere Yönelik Rezervasyon Yapmak………………………38 2.5.7. Sigorta Hizmeti Vermek…………………………………………………..38 2.6. Araç Kiralama ĠĢletmelerinde Ġnsan Kaynakları…………………………………..39 2.6.1. ĠĢ Tanımı…………………………………………………………………..39 2.6.2. Kariyer Ve Eğitim Fırsatları……………………………………………….40 2.6.3. Deneyim, Beceri ve KiĢilik Özellikleri……………………………………42 2.7. Dünyada ve Türkiye'de Araç Kiralama Sektörü…..……………………………….43 2.7.1. ABD‟de Araç Kiralama Sektörü……………………………………...........45 2.7.2. Avrupa‟da Araç Kiralama Sektörü..………………………………...……..49 2.7.3. Asya - Pasifik‟te Araç Kiralama Sektörü…………..……………………...52 2.7.4. Afrika‟da Araç Kiralama Sektörü………………………………………....52 2.7.5. Orta Doğu‟da Araç Kiralama Sektörü……………………………………..53 2.7.6. Türkiye‟de Araç Kiralama Sektörü………………………………………..54 2.7.6.1. Türkiye‟deki Araç Kiralama ĠĢletmelerinin Yasal Dayanağı……58 2.7.6.2. Türkiye‟deki Araç Kiralama ĠĢletmelerinin Sorunları…………..59 2.8. Araç Kiralama Sektöründe Öngörülen GeliĢmeler.………………………………..61 BÖLÜM 3: ARAÇ KİRALAMA SEKTÖRÜNDE REKABET...............................64 3.1. Rekabet ve Rekabet Teorisi Metodolojisi…………………………..……………..64 3.1.1. Klasik Yapı-DavranıĢ-Performans Analizi………………………………..64 ii 3.1.2. Stratejik YaklaĢım…………………………………………………………67 3.1.3. Endüstriyel Rekabet Teorisi……………………………………………….70 3.1.4. Değer Zinciri Analizi……………………………………………………...74 3.2. Araç Kiralama Sektörünün Rekabet Stratejileri……………….………………......76 3.3. Araç Kiralama Sektöründe Rekabeti Etkileyen Faktörler .....……………………..81 3.3.1. BirleĢme ve Satın Alma…….……………………………………………..81 3.3.2. ĠĢletmeler Arası Stratejik ĠĢbirlikleri…..…………………………………..86 3.3.3. Bilgi Teknolojileri (BT) Kullanımı……...………………………………..91 3.3.4. Fiyat ve Gelir Yönetimi……………...….………………………………...97 3.3.5. Hizmet Kalitesi………………………………………………...................102 3.3.6. Pazarlama ĠletiĢimi ve MüĢteri Sadakat Programı……………………….107 3.4. Araç Kiralama Sektöründe Rekabeti Etkileyen Diğer Faktörler…………............112 3.4.1. Maliyetler ve Maliyet Yapısı…………………………………............….113 3.4.2. ĠĢ Ortamı ve ĠĢ Modeli……………………………………............……...114 3.4.3. ĠĢletmelerin Temel Yetenekleri…………………………..........…………115 BÖLÜM 4: ARAÇ KİRALAMA SEKTÖRÜNDE REKABET BELİRLEYİCİLERİNİN İŞLETME PERFORMANSINA ETKİSİ: TURİZM DESTİNASYONLARINDA BİR ARAŞTIRMA……………117 4.1. AraĢtırmanın Amacı ve Önemi…………………………………………………...117 4.2. AraĢtırmanın Yöntemi……………………………………………………………117 4.3. AraĢtırmanın Evreni Ve Örneklemi………………………………………………118 4.4. AraĢtırmanın Kapsamı ve Sınırlılıkları…………………………………………...119 4.5. AraĢtırmada Kullanılan Ölçme Araçları………………………………………….120 4.5.1. GörüĢme Ölçeğinin Hazırlanması………………………………………..120 4.5.2. Anket Formunun Hazırlanması…………………………………………..121 4.6. AraĢtırma Modeli GeliĢtirme………...…………………………………………...130 4.7. AraĢtırma Sorusu ve Hipotezleri…………………………………………………134 4.8. Pilot Uygulama…………………………………………………………………...135 iii 4.9. AraĢtırma Ölçeklerine Yönelik Güvenilirlik Analizleri………………………….138 4.10. AraĢtırmanın Bulguları………………………………………………………….139 4.10.1. Nitel AraĢtırmaya ĠliĢkin Bulgular…………………...............................139 4.10.1.1. GörüĢme Yapılan Yöneticilerin Demografik Özellikleri……...140 4.10.1.2. GörüĢmede ĠĢletmelere Yönelik Bulgular……………………..140 4.10.1.3. Rekabet Belirleyicilerine ĠliĢkin Bulgular……………………...141 4.10.1.4. Özet Sorulara Yönelik Bulgular……………………………….148 4.10.2. Nicel AraĢtırmaya ĠliĢkin Bulgular……………..………………………149 4.10.2.1. Demografik Ve ĠĢletme Özelliklere ĠliĢkin Bulgular…………...149 4.10.2.2. Stratejik ĠĢbirliklerine ĠliĢkin Bulgular………………………...154 4.10.2.3. BirleĢme Ve/Veya Satın Almalara ĠliĢkin Bulgular……………157 4.10.2.4. Bilgi Teknolojileri Kullanımına ĠliĢkin Bulgular….…………...159 4.10.2.5. Pazarlama ĠletiĢimine ĠliĢkin Bulgular…….………...................161 4.10.2.6. Hizmet Kalitesine ĠliĢkin Bulgular…………………….……….162 4.10.2.7. Rekabetçi Fiyat Sunmaya ĠliĢkin Bulgular..………....................164 4.10.2.8. Rekabet Yoğunluğuna ĠliĢkin Bulgular………………………...165 4.10.2.9. ĠĢletme Performansına ĠliĢkin Bulgular………………………...166 4.10.3. Yapısal EĢitlik Modellemesi (YEM) Bulguları…………………………167 4.10.3.1. Modeldeki Ölçeklerin Geçerlilik ve Güvenilirlik Analizleri…...170 4.10.3.1.1. Stratejik ĠĢbirliği AFA ve DFA Sonuçları..................170 4.10.3.1.2. BirleĢme / Satın Alma AFA ve DFA Sonuçlar……..172 4.10.3.1.3. BT Kullanımı AFA ve DFA Sonuçları …..................173 4.10.3.1.4. Pazarlama ĠletiĢimi AFA ve DFA Sonuçları………..175 4.10.3.1.5. Hizmet Kalitesi AFA ve DFA Sonuçları ………..….176 4.10.3.1.6. ĠĢletme Performansı, Rekabet Yoğunluğu ve Rekabetçi Fiyata ĠliĢkin AFA ve DFA Sonuçları……………...179 4.10.3.2. Ölçme Modelinin Test Edilmesi………………………………..182 4.10.3.3. Korelâsyon Analizi ve Sonuçları……………………………….185 4.10.3.4. AraĢtırma Modelin Test Edilmesi……………………………...186 4.11. Rekabet Belirleyicileri Ġle ĠĢletme Özellikleri Arasındaki Farklılıklar…………190 iv 4.12. Ankete Ġlave Edilen Hususlar…………………………………………………...199 4.13. AraĢtırma Bulgularının Özet Değerlendirilmesi………………………………...200 SONUÇ VE ÖNERİLER……………………………………………………………209 KAYNAKÇA…………………………………………………………………………217 EKLER……………………………………………………………………………….238 ÖZGEÇMİŞ………………………………………………………………………….255 v KISALTMALAR AB : Avrupa Birliği ABD : Amerika BirleĢik Devletleri AFA : Açımlayıcı Faktör Analizi AKİ : Araç Kiralama ĠĢletmeleri BT : Bilgi Teknolojileri CFI : Comparative Fit Index (KarĢılaĢtırmalı Uyum Ġndeksi ) DFA : Doğrulayıcı Faktör Analizi AGFI : Adjusted Goodness of Fit Index (DüzeltilmiĢ Uyum Ġyiliği Değeri) DSPS : Dinamik Seyahat Paketleme Sistemi DTÜ : Dünya Turizm Örgütü GDS : Global Dağıtım Sistemleri GFI : Goodness of Fit Index (Uyum Ġyiliği Değeri) GPS : Global Positioning System (Gobal Konumlandırma Sistemi) IFI : Incremental Fit Index (Artımsal Uyum Değeri) KDV : Katma Değer Vergisi KKTC : Kuzey Kıprıs Türk Cumhuriyeti NFI : Normed Fit Ġndex (NormlaĢtırılmıĢ Uyum Ġndeksi) RMSEA : Root Mean Square Error Of Approx. (YaklaĢık Hataların Ort. Karekökü) SRMR : Standardized Root Mean Square Residual (Standardize Artık Ort. Karekökü THY : Türk Hava Yolları TOKKDER : Tüm Oto Kiralama KuruluĢları Derneği UNWTO : BirleĢmiĢ Milletler Dünya Turizm Örgütü UKOME : UlaĢtırma Koordinasyon Merkezi YEM : Yapısal EĢitlik Modellemesi vi TABLO LİSTESİ Tablo 1.1: Turizm Sektörünün Genel Görünümü..........................................................6 Tablo 1.2: Turist TaĢımacılığı Türleri………………………………………………..13 Tablo 2.1: Araç Satın Alma Ve Kiralama Arasındaki Farkları………………………25 Tablo 2.2: Araç Kiralama Sektörünün Gelirleri (Milyar $, 2005-2010)……………..44 Tablo 2.3: ABD Araç Kiralama Sektörünün
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