The Impact of Globalization on Competitive Strategies of Tourism and Hotel Enterprises in Turkiye: A Qualitative Study

Purpose –The aim of this study is to reveal the positive and negative effects of the globalization process on Turkish tourism and the strategies adopted by hotel businesses to gain competitive advantage in this processbased on qualitative data analysis.Design/methodology/approach –In the study, the data obtained through semi-structured interviews from qualitative methods were analyzed with MAXQDA software and a thematic framework was created. In this context, interviews were conducted with academicians, tourism vocational teachers, hotel managers, sector representatives, who are experts in their fields, with a sample of 20 participants.Results–The research findings reveal that globalization has had positive effects on Turkish tourism such as technological development, increasing numbers of tourists and improvement in service quality and employment on the one hand, and negative consequences such as environmental destruction, cultural transformation, economic dependency and devaluation of labour on the other. On the other hand, it reveals that hotel businesses have developed multidimensional strategies to achieve success in the global competitive environment. These strategies are concentrated in areas such as digitalization, people-oriented service delivery, employment of qualified personnel, innovative marketing, social responsibility, cultural sensitivity, international cooperation and publicly supported audits.Discussion –It is understood that the effects of globalisation on the tourism sector include not only economic but also social, cultural, environmental and political dimensions. Tourism businesses are making strategic adaptations in areas such as digital transformation, cultural authenticity, sustainability and international integration in order to survive in a global competitive environment. This situation shows that the globalisation process is not only a threat but also offers strategic opportunities.The results of the research emphasise the importance of regional differences and in-depth analyses at the enterprise level in future studies. The findings of this study provide guidance for policymakers and tourism managers to design sustainable strategies that balance global competitiveness with local authenticity, support qualified workforce development, and promote environmentally responsibleand culturally sensitive practices in the hospitality sector.