A Contemporary Approach For Strategic Management in Tourism Sector: PESTEL Analysis on The City Muğla, Turkey

Abstract

The scope of the present study is to estimate the influence of the PESTELdimensions (political, economic, social, technological, environmental and legal) on thetourism sector in Muğla, Turkey. For this purpose, a research has been carried out onthe top managers of three, four and five-star hotels operating in Muğla, Turkey. Thedatum provided from 150 business top managers have been included to the analysis ofthe research. As a result of the analysis done, legal factors (consumer and labor law)were estimated by the participant managers as the most important whereas social factors(demographic structure of the population and cultural attitudes) were of the leastimportance for the development of tourism sector in Muğla, Turkey. Another result wasthat more educated participants gave greater importance to all these factors than theirless educated counterparts.