A Study to Determine the Usage of Strategic Management Tools in the Hotel Industry

The competition both in international and national markets created a more complex and changeable market structure. This change forces companies to plan for long-term, examine the activities of rivals and designate dynamic decisions to sustain their lives. Our study focuses on the examination of strategic management tools, which help companies to increase their performance and profitability and analysis of usage level and satisfaction rates of these tools. The survey of this study is conducted on 110 middle and senior level managers of 32 three-star hotels, 32 four-star hotels and 46 five-star hotels that operate in tourism industry in Antalya. Analyses results revealed that customer relationship management (CRM), vision/mission statements and total quality management (TQM) were the most used tools in last five years while CRM, benchmarking and strategic planning are the most used tools currently. Moreover, this study indicated that there were some differences among hotel classification in their preference to use strategic management tools.