Competition, market structure and market power within the hotel-supplier sector in Antalya, Turkey

Abstract

Today’s competitive business environment forces companies of all sorts to strive for a larger market share. Globalization has played a major role in accelerating this trend. This article explores the market structures that apply to hotel suppliers in Antalya, the leading international beachside resort on Turkey’s south-coast region. Focusing on market competitiveness, this article examines eight major product subcategories that are offered by 206 suppliers to 21 hotels across the region. The study examines the market structure of hotel suppliers, the categories of major supplier and the background of supplier firms and the intensity of competitiveness among suppliers within each category in the south coastal region. The study findings report on the competitive advantage of suppliers for each production category and the link between presence in the market and market share. Recommendations on market intensity and the implications for mergers and acquisitions are further discussed.