Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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younger generation of managers in the Tourism industry. On the other hand, older managers should have more 
technology education and training for the newer technologies. Also, the managers of relatively smaller and mostly 
independent establishments are less aware of RM and CRM. One would guess that the chains and franchises are 
more aware of the latest concepts and technologies in an effort to become and to stay competitive. Also, one might 
think that they are more likely to invest in these types of technologies and training programs because they have 
enough establishments to take advantage of the economies of scale. At the level of the Tourism Ministry or hotel 
association, a program can be designed to make the independent lodging industry owners and manages aware of RM 
and CRM and possibly help them to implement it by subsidizing the high cost of implementation. 
The managers who think highly about the importance of RM are also the ones that perform better at 
practicing it. That is, the practice requires a high level of awareness and depth of knowledge of the concepts and 
technologies. The programs need to be designed to make the lodging industry more aware and better knowledgeable 
about RM and CRM, so that they would implement it to become competitive and to make the Turkish tourism 
industry more competitive in the world market.
Like any research, this research also had some limitations. The sample size of this research was relatively 
low (83 usable responses). The response rate for the study (28%) could have been higher, but reaching the hotel and 
the resort hotel managers in the Turkish lodging industry, who would have the level of knowledge to fill-out the 
survey, was difficult. They were also too busy to fill out the survey. Another limitation was the fact that the sample 
was not randomly selected. The last limitation was on location, that is, this research was limited to the hotels and 
resort hotels located at Antalya and surrounding areas.