Author :
Abstract
Kriz genellikle ansızın ortaya çıkan, işletme içi ve çevresel faktörlerin farklı etkileri bağlamında olumsuz sonuçları olan hatta işletmenin varlığını sonlandırabilen çok ciddi bir süreçtir. Özellikle havacılık sektörü, kendine özgü her türlü etkiye açık ve kırılgan yapısı nedeniyle krizlerden görece çok daha fazla etkilenebilen bir işkoludur. Havacılık sektörü paydaşları, bilgi teknolojileri, rekabet koşulları, doğal afetler ve salgın hastalıklar, iş modeli, müşteri beklentileri ve yönetim becerileri gibi alanlarda yaşanabilecek ani ve köklü değişimlere, hazırlıklı olmak adına stratejik planlarında bu olası rutin dışı gelişmelere yönelik önlemlerine yer vermelidirler. Özellikle turizm işletmeciliği, tur operatörlüğü ve havayolu taşımacılığı gibi her biri belirli ölçülerde farklı yetkinlikleri gerektiren bütünleşmiş bir iş modeli ile rekabetçi olduğu kadar kırılgan bir pazarda başarıyla faaliyet göstermek, beraberinde son derece etkin ve kapsamlı bir kriz yönetimi stratejisini de gerektirmektedir. Bu çalışmada, iki yüz yıla yakın geçmişe sahip ve uluslararası ölçekte turizm işletmeciliği, tur operatörlüğü ve havayolu taşımacılığı alanlarında faaliyet gösteren Thomas Cook şirketini, içine düştüğü kriz sürecinde yaşadığı başarısızlık sonucu iflasa götüren temel olgular, kriz yönetim stratejileri bağlamında analize tabi tutulmuştur.
Keywords
Abstract
Crisis is a very serious process that usually occurs suddenly, has negative consequences in the context of different effects of internal and environmental factors, and can even cease the existence of the company. Especially the aviation sector is a branch of business that is relatively more affected by crises due to its unique and fragile structure. Aviation sector stakeholders should include measures for these possible non-routine developments in their strategic plans to be prepared for sudden and radical changes in areas such as information technologies, competitive conditions, natural disasters and epidemics, business model, customer expectations and management skills. To operate successfully in a competitive and fragile market with an integrated business model, each of which requires different competencies, especially in tourism management, tour operator and air transport, requires an extremely effective and comprehensive crisis management strategy. In this study, the basic facts that led Thomas Cook company, which has a history of nearly two centuries and has been operating in the fields of international tourism, tour operator and air transportation, to bankruptcy as a result of the failure that experienced during the crisis the company fell into, were analyzed in the context of crisis management strategies.
Keywords
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