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Orta Asya'daki Uluslararası Otel Şirketlerinin Büyüme Stratejileri

Year 2025, Volume: 5 Issue: 1, 1 - 13, 30.06.2025

Kutay Oktay , Turgay Ekici , Anuarbek Aymen , Altynai Moldasheva

Abstract

Son yıllarda uluslararası turizm, sektörün büyümesi ve bölge ülkelerinin turizme verdiği stratejik önem doğrultusunda Orta Asya ülkelerinin ekonomilerinde giderek daha önemli bir rol oynamaya başlamıştır. Bölgedeki ülkeler, çeşitli pazarlama yöntemleri ve tanıtım faaliyetleri aracılığıyla küresel turizmin dikkatini çekmektedir. Buna paralel olarak, yerel yönetimler tarafından yapılan altyapı yatırımları da turist sayısındaki artışa ve turizm gelirlerinin yükselmesine katkı sağlamaktadır. Bu gelişmeler, bölgede faaliyet gösteren uluslararası otel zincirlerinin yatırım ve genişleme stratejilerini de etkilemektedir. Bu çalışma, uluslararası otel şirketlerinin Orta Asya’daki genişleme stratejilerini incelemektedir ve nitel araştırma yöntemi olarak vaka analizi kullanılmıştır. Araştırma bulguları, bu küresel şirketlerin bölgede çeşitli stratejik genişleme yaklaşımları benimseyerek otel sayılarını artırdıklarını ortaya koymaktadır.

Keywords

Orta Asya Uluslararası Oteller Büyüme Stratejileri.

References

  • Abishov, N., & Ünlüönen, K. (2016). Kazakistan Turizminin Mevcut Durumu ve Gelişme Perspektifleri. Avrasya Uluslararası Araştırmalar Dergisi, 4(8), 99–109.
  • Alexander, N., & Lockwood, A. (1996). Internationalisation: A comparison of the hotel and retail sectors. The Service Industries Journal, 16, 358–473.
  • Alon, I., Ni, L., & Wang,Y. (2012). Examining the determinants of hotel chain expansion through international franchising. International Journal of Hospitality Management, 31(2), 379–386.
  • Altinay, L., & Altinay, M. (2003). How will growth be financed by the international hotel companies?. International Journal of Contemporary Hospitality Management, 15(5), 274–282.
  • Altinay, L. (2007). The internationalization of hospitality firms: factors influencing a franchise decision‐making process. Journal of Services Marketing, 21(6), 398–409.
  • Atasoy, F. (2012). Doğa, Kültür ve Tarih Turizminin Birliğe Katkısı. Dilde, Fikirde İşte Birlik Sempozyumu, Ankara, 3–4.
  • Barcala, M. F., Díaz, M. G., & Bayon S. L. (2022). Choosing contracts to support ALFO strategy: Insights from comparing franchised and managed hotels. Industrial Marketing Management,105, 94–108.
  • Cetron, M. J., DeMicco, F. J., & Davies, O. (2008). Travel 2015: scanning the environment—the next big thing in travel and tourism. In M. Olsen & J. Zhao(Eds), Handbook of hospitality strategic management (pp.3–14). Oxford, UK: Elsevier.
  • Chavush, S., Maksudunov, A., & Abdyldaev, M. (2012). Tourism competitiveness in Central Asian Turkish republics: an assessment in terms of entrepreneurship. International Journal of Business and Social Science, 3(23), 112–116.
  • Chen, J. J., & Dimou, I. (2005). Expansion strategy of international hotel firms. Journal of Business Research, 58(12), 1730–1740.
  • Çılgınoğlu, H. (2018). Sağlık Turizminin Temel Özellikleri, Eğilimleri ve Pazarın Küreselleşmesi Üzerine Bir Değerlendirme. Electronic Turkish Studies, 13(22), 179–192.
  • Dev, C. S., Brown, J. R., & Zhou, K. Z. (2007). Global Brand Expansion: How to Select a Market Entry Strategy. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 13-27.
  • Dunning, J. H., & McQueen, M. (1982). Multinational corporations in the international hotel industry. Annals of Tourism Research, 9, 48–63.
  • Gannon, J., & Johnson, K. (1997). Socialization control and market entry modes in the international hotel industry. International Journal of Contemporary Hospitality Management, 9(5-6), 193–198.
  • García-Almeida, D. J., & Yu, L. (2015). Knowledge transfer in hotel firms: determinants of success in international expansion. International Journal of Hospitality & Tourism Administration, 16(1), 16–39.
  • Kantarci, K. (2007). Perceptions of foreign investors on the tourism market in central asia including Kyrgyzstan, Kazakhstan, Uzbekistan, Turkmenistan. Tourism Management, 28(3), 820–829.
  • Koh, S, G. M., & Kwok, A. O. J. (2017). Regional integration in Central Asia: rediscovering the Silk Road. Tourism Management Perspectives, 22, 64–66.
  • Lam, C., Ho, G. K. S., & Law, R. (2015). How can Asian hotel companies remain internationally competitive?. International Journal of Contemporary Hospitality Management, 27(5), 827–852.
  • Johnson, C., & Vanetti, M. (2005). Locational strategies of international hotel chains. Annals of Tourism Research, 32(4), 1077–1099.
  • Juliboyogli, O. (2019). “Özbekistan’da turizmin gelişmesi: geçmiş ve bugün. Akademik Tarih ve Düşünce Dergisi, 6(2), 1085–1096.
  • Mulet Forteza, C., Ferrer Rosell, B., Martorell Cunill, O. & Linares Mustarós, S. (2024). The role of expansion strategies and operational attributes on hotel performance: A compositional approach. arXiv, 2411.04640.
  • Niewiadomski, P. (2023). International hotel groups and regional development in Central and Eastern Europe. In Tourism in Post-Communist States (pp. 227-245). Routledge.
  • Oktay,K. (2011) “The Role of Tourism in the Integration of Central Asia”, Patnaik Ajay ve Chenoy Anuradha (der.), Traditional and Non Traditional Threats to Central Asian Security, KW Puplishers Pvt. Ltd, Delhi, 2011, s. 349-359.
  • Oktay, K. (2021). Türk Cumhuriyetleri'nde Turizm. In F. Yaldız(Ed), Bağımsızlıklarının 30. Yılında Türk Cumhuriyetleri (pp. 183–217). Ankara, Turkey: Nobel Akademik Yayıncılık.
  • Rodrı́guez, A. R. (2002). Determining factors in entry choice for international expansion. The case of the Spanish hotel industry. Tourism Management, 23(6), 597–607.
  • Sheresheva, M. Y., Oborin, M. S., & Polyanskaya, E.E. (2018). International hotel chains in Russia: The prospects and challenges of movement from megacities to smaller cities in Russian regions. Worldwide Hospitality and Tourism Themes, 10(4), pp. 421–435.
  • Simyar, F., & Argheyd, K. (1987). Export entry and expansion strategies In Rossen, P.J. & Reid, S.D. (Eds), Managing Export Entry and Expansion, New York, NY: Praeger.
  • Song, S., & Lee, S. (2020). Motivation of internationalization and a moderating role of environmental conditions in the hospitality industry. Tourism Management, 78, 104050, 1–13.
  • Sönmez, H., & Oktay, K. (2021). Türk dünyası ve turistik çekim kaynakları. Ankara, Turkey:Nobel Akademik Yayıncılık.
  • Şimşek, A., (2012). Sosyal Bilimlerde Araştırma Yöntemleri. Eskişehir, Turkey: Anadolu Üniversitesi Açık Öğretim Fakültesi Yayınları.
  • Thompson, K. (2004). Post-colonial politics and resurgent heritage: the development of Kyrgyzstan’s heritage tourism product. Current Issues in Tourism, 7(4-5), 370–382.
  • Tursunova, G., Sobirov, B., Tukhliev, I., & Aslanova, D. (2017). Implementation of up-to-date innovative approaches in a competitive merit of tourism industry in Central Asia: the case of Uzbekistan. Journal of Management Value & Ethics, 4, 4–15.
  • Türksoy, S. S., Kaygalak, S., & Koçak, N. (2013). Uluslararası otel işletmelerinin büyüme stratejileri: Hilton Worldwide Türkiye örneği. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 14(2), 89–108.
  • UNWTO, Word Tourism Organization, Asia Region (Central Asia/Pacific) Tourism Statistics (2023-2024) https://www.unwto.org/un-tourism-world-tourism-barometer-data (E.T.: 15.05.2025)
  • Quer, D., Claver, E., & Andreu, R. (2007). Foreign market entry mode in the hotel industry: the impact of country-and firm-specific factors. International Business Review, 16(3), 362–376.
  • Quliyeva, G., Hüseynov, A., & Həsənova, S. (2024). Azərbaycanda Otel Biznesinə Təsir Edən Amillər. Ancient Land. 6(3), 65-69.
  • Wu, A., Costa, J., & Teare, R. (1998). Using environmental scanning for business expansion into China and Eastern Europe: the case of transnational hotel companies. International Journal of Contemporary Hospitality Management, 10(7), 257–263.
  • Yorov, J. N., Zaitseva, N. A., Larionova, A. A., Povorina, E. V., Chudnovskiy, A. D., Dmitrieva, N. V., & Takhumova, O. V. (2019).
  • Prospects of preservation of biological system of regions due to development of ecological tourism in the Republic of Tajikistan. Ekoloji, 28(107), 85–91.

Expansion Strategies of International Hotel Companies in Central Asia

Year 2025, Volume: 5 Issue: 1, 1 - 13, 30.06.2025

Kutay Oktay , Turgay Ekici , Anuarbek Aymen , Altynai Moldasheva

Abstract

The active contribution of international tourism to the economies of Central Asian countries has gradually increased in recent years with the growth of the sector and the importance that states attach to tourism. States in the region seem to be attracting the attention of global tourism through marketing methods and promotional activities. Recent infrastructure investments done by local governments also help to increase tourist numbers and tourism revenues. This, therefore, affects the investment and expansion strategies of international hotel companies operating in the region. This study focuses on the expansion strategies of international companies in Central Asia. The case study method was used to analyze the expansion strategies of these global companies operating in the region. Research findings reveal that international hotel companies increase the number of their hotels in the region by maintaining various expansion strategies.

Keywords

Central Asia International Hotels Expansion Strategies.

References

  • Abishov, N., & Ünlüönen, K. (2016). Kazakistan Turizminin Mevcut Durumu ve Gelişme Perspektifleri. Avrasya Uluslararası Araştırmalar Dergisi, 4(8), 99–109.
  • Alexander, N., & Lockwood, A. (1996). Internationalisation: A comparison of the hotel and retail sectors. The Service Industries Journal, 16, 358–473.
  • Alon, I., Ni, L., & Wang,Y. (2012). Examining the determinants of hotel chain expansion through international franchising. International Journal of Hospitality Management, 31(2), 379–386.
  • Altinay, L., & Altinay, M. (2003). How will growth be financed by the international hotel companies?. International Journal of Contemporary Hospitality Management, 15(5), 274–282.
  • Altinay, L. (2007). The internationalization of hospitality firms: factors influencing a franchise decision‐making process. Journal of Services Marketing, 21(6), 398–409.
  • Atasoy, F. (2012). Doğa, Kültür ve Tarih Turizminin Birliğe Katkısı. Dilde, Fikirde İşte Birlik Sempozyumu, Ankara, 3–4.
  • Barcala, M. F., Díaz, M. G., & Bayon S. L. (2022). Choosing contracts to support ALFO strategy: Insights from comparing franchised and managed hotels. Industrial Marketing Management,105, 94–108.
  • Cetron, M. J., DeMicco, F. J., & Davies, O. (2008). Travel 2015: scanning the environment—the next big thing in travel and tourism. In M. Olsen & J. Zhao(Eds), Handbook of hospitality strategic management (pp.3–14). Oxford, UK: Elsevier.
  • Chavush, S., Maksudunov, A., & Abdyldaev, M. (2012). Tourism competitiveness in Central Asian Turkish republics: an assessment in terms of entrepreneurship. International Journal of Business and Social Science, 3(23), 112–116.
  • Chen, J. J., & Dimou, I. (2005). Expansion strategy of international hotel firms. Journal of Business Research, 58(12), 1730–1740.
  • Çılgınoğlu, H. (2018). Sağlık Turizminin Temel Özellikleri, Eğilimleri ve Pazarın Küreselleşmesi Üzerine Bir Değerlendirme. Electronic Turkish Studies, 13(22), 179–192.
  • Dev, C. S., Brown, J. R., & Zhou, K. Z. (2007). Global Brand Expansion: How to Select a Market Entry Strategy. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 13-27.
  • Dunning, J. H., & McQueen, M. (1982). Multinational corporations in the international hotel industry. Annals of Tourism Research, 9, 48–63.
  • Gannon, J., & Johnson, K. (1997). Socialization control and market entry modes in the international hotel industry. International Journal of Contemporary Hospitality Management, 9(5-6), 193–198.
  • García-Almeida, D. J., & Yu, L. (2015). Knowledge transfer in hotel firms: determinants of success in international expansion. International Journal of Hospitality & Tourism Administration, 16(1), 16–39.
  • Kantarci, K. (2007). Perceptions of foreign investors on the tourism market in central asia including Kyrgyzstan, Kazakhstan, Uzbekistan, Turkmenistan. Tourism Management, 28(3), 820–829.
  • Koh, S, G. M., & Kwok, A. O. J. (2017). Regional integration in Central Asia: rediscovering the Silk Road. Tourism Management Perspectives, 22, 64–66.
  • Lam, C., Ho, G. K. S., & Law, R. (2015). How can Asian hotel companies remain internationally competitive?. International Journal of Contemporary Hospitality Management, 27(5), 827–852.
  • Johnson, C., & Vanetti, M. (2005). Locational strategies of international hotel chains. Annals of Tourism Research, 32(4), 1077–1099.
  • Juliboyogli, O. (2019). “Özbekistan’da turizmin gelişmesi: geçmiş ve bugün. Akademik Tarih ve Düşünce Dergisi, 6(2), 1085–1096.
  • Mulet Forteza, C., Ferrer Rosell, B., Martorell Cunill, O. & Linares Mustarós, S. (2024). The role of expansion strategies and operational attributes on hotel performance: A compositional approach. arXiv, 2411.04640.
  • Niewiadomski, P. (2023). International hotel groups and regional development in Central and Eastern Europe. In Tourism in Post-Communist States (pp. 227-245). Routledge.
  • Oktay,K. (2011) “The Role of Tourism in the Integration of Central Asia”, Patnaik Ajay ve Chenoy Anuradha (der.), Traditional and Non Traditional Threats to Central Asian Security, KW Puplishers Pvt. Ltd, Delhi, 2011, s. 349-359.
  • Oktay, K. (2021). Türk Cumhuriyetleri'nde Turizm. In F. Yaldız(Ed), Bağımsızlıklarının 30. Yılında Türk Cumhuriyetleri (pp. 183–217). Ankara, Turkey: Nobel Akademik Yayıncılık.
  • Rodrı́guez, A. R. (2002). Determining factors in entry choice for international expansion. The case of the Spanish hotel industry. Tourism Management, 23(6), 597–607.
  • Sheresheva, M. Y., Oborin, M. S., & Polyanskaya, E.E. (2018). International hotel chains in Russia: The prospects and challenges of movement from megacities to smaller cities in Russian regions. Worldwide Hospitality and Tourism Themes, 10(4), pp. 421–435.
  • Simyar, F., & Argheyd, K. (1987). Export entry and expansion strategies In Rossen, P.J. & Reid, S.D. (Eds), Managing Export Entry and Expansion, New York, NY: Praeger.
  • Song, S., & Lee, S. (2020). Motivation of internationalization and a moderating role of environmental conditions in the hospitality industry. Tourism Management, 78, 104050, 1–13.
  • Sönmez, H., & Oktay, K. (2021). Türk dünyası ve turistik çekim kaynakları. Ankara, Turkey:Nobel Akademik Yayıncılık.
  • Şimşek, A., (2012). Sosyal Bilimlerde Araştırma Yöntemleri. Eskişehir, Turkey: Anadolu Üniversitesi Açık Öğretim Fakültesi Yayınları.
  • Thompson, K. (2004). Post-colonial politics and resurgent heritage: the development of Kyrgyzstan’s heritage tourism product. Current Issues in Tourism, 7(4-5), 370–382.
  • Tursunova, G., Sobirov, B., Tukhliev, I., & Aslanova, D. (2017). Implementation of up-to-date innovative approaches in a competitive merit of tourism industry in Central Asia: the case of Uzbekistan. Journal of Management Value & Ethics, 4, 4–15.
  • Türksoy, S. S., Kaygalak, S., & Koçak, N. (2013). Uluslararası otel işletmelerinin büyüme stratejileri: Hilton Worldwide Türkiye örneği. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, 14(2), 89–108.
  • UNWTO, Word Tourism Organization, Asia Region (Central Asia/Pacific) Tourism Statistics (2023-2024) https://www.unwto.org/un-tourism-world-tourism-barometer-data (E.T.: 15.05.2025)
  • Quer, D., Claver, E., & Andreu, R. (2007). Foreign market entry mode in the hotel industry: the impact of country-and firm-specific factors. International Business Review, 16(3), 362–376.
  • Quliyeva, G., Hüseynov, A., & Həsənova, S. (2024). Azərbaycanda Otel Biznesinə Təsir Edən Amillər. Ancient Land. 6(3), 65-69.
  • Wu, A., Costa, J., & Teare, R. (1998). Using environmental scanning for business expansion into China and Eastern Europe: the case of transnational hotel companies. International Journal of Contemporary Hospitality Management, 10(7), 257–263.
  • Yorov, J. N., Zaitseva, N. A., Larionova, A. A., Povorina, E. V., Chudnovskiy, A. D., Dmitrieva, N. V., & Takhumova, O. V. (2019).
  • Prospects of preservation of biological system of regions due to development of ecological tourism in the Republic of Tajikistan. Ekoloji, 28(107), 85–91.
There are 39 citations in total.

Details

Primary Language English
Subjects Tourism Economics, Hospitality Management
Journal Section Research Articles
Authors

Kutay Oktay

Turgay Ekici 0000-0001-8290-0739

Anuarbek Aymen

Altynai Moldasheva

Early Pub Date June 30, 2025
Publication Date June 30, 2025
Submission Date May 4, 2025
Acceptance Date June 18, 2025
Published in Issue Year 2025 Volume: 5 Issue: 1

Cite

APA Oktay, K., Ekici, T., Aymen, A., Moldasheva, A. (2025). Expansion Strategies of International Hotel Companies in Central Asia. Journal of Silk Road Tourism Research, 5(1), 1-13.
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