IS COOPETITION STRATEGY POSSIBLE AMONG HOTELS? FINDINGS FROM LONDON HOTELS

The aim of this study is to explore and find out the applicability of coopetition strategy among hotels in the case of London small hotels by taking the views of hotel managers/owners into consideration. To achieve this aim, a quantitative research has been designed and conducted to 75 small accommodation suppliers (hotels) located in London. In the scope of the study a questionnaire form has been developed based on literature on coopetition strategy and data were collected by face to face interviews. By using explorative and descriptive statistic techniques on collected data, the participation levels of hotel managers/owners have been defined. According to results of the research there are not strong cooperative relations amongst small hotels in London. In conclusion it is understood that competitive behaviors are more dominant rather than cooperative and coopetitive behaviors. Hotel managers/owners believe that cooperating with their rivals will improve competitive conditions of London hotel industry but in current position they aren't cooperating and competing simultaneously. Few of the managers/owners have defined the current conditions of hotel industry as "coopetitive. (C) 2017 Published by Future Academy www.FutureAcademy.org.uk