C URRENT ISSUES IN MARKETING Ass. Prof. Aykan Candemir Tourism and Destination Marketing

T OURISM AND DESTINATION MARKETING Merve Erdoğan Erasmus Aylin Sarah Yekcan Gürses

T HE IMPORTANCE OF TOURISM With global international tourist arrivals reaching one billion each year, and growth only expected to increase, opportunities in the tourism industry are endless.

T HE IMPORTANCE OF TOURISM

IN FUTURE

P ROBLEMS WITH TOURISM Yet many destinations and tourism business fail to achieve success

W HAT IS TOURISM MARKETING ? Tourism marketing refers to the organized, combined efforts of the national tourist bodies and/or the businesses in the tourism sector of an international, national or local area to achieve growth in tourism by maximizing the satisfaction of tourists.

E LEMENTS OF TOURISM MARKETING Tourism Marketing Destination Marketing Transport ation Marketing Tour Operates Marketing Airline Marketing Hotel Marketing

T OURISM MARKETING A successful tourism business requires a brand that speaks to its target markets, content that successfully generates potential clients and a level of service that listens to customers’ demands, all within ever diminishing budget constraints.

S OME IMPORTANT FACTORS ABOUT TOURISM MARKETING Intangible experience and perishable A mixture of several services and some facilities and products Little control over the quality and quantity of services provided Guess satisfaction is the main goal Tourism demand is highly elastic, seasonal in nature and this influence by subjective factors(taste, fashion, price, phsyical attractions)

M AR KETING MIX (8PS) Product Price Promotion Place People Planning Programming Physical Event

T OURISM MARKETING SEGMENTATION 1-Demographic and Socio economic; Age, education, gender, income

T OURISM MARKETING SEGMENTATION Geographic; Country, region, urban, rural

T OURISM MARKETING SEGMENTATION Purposes of Travel; Business travel, city trip, cruise trip, resort vacation

T OURISM MARKETING SEGMENTATION Behavioral; Frequency of use, lengths of stay, brand loyalty, expenditure levels

T OURISM MARKETING SEGMENTATION Psychographic Life style, interest, opinions and values

M ARKETING METHODS IN TOURISM 1-Price Leadership When a firm that is the leader in its sector determines the price of goods or services. Price leadership can leave the leader's rivals with little choice but to follow its lead and match these prices if they are to hold onto their market share.

M ARKETING METHODS IN TOURISM 2-Service and Product Differentiation; Doing smt different to gaining competitive advantage Designing..

M ARKETING METHODS IN TOURISM 3-Focusing Only Customer Needs Marketers integrate all aspects to make customers satisfied. Maxx Royal Hotels

M ARKETING METHODS IN TOURISM 4-Niche markets Including Farm and Country Tourism, Ecotourism, Bird-Watching, Cycle Tourism, Indigenous Tourism, Adventure, Health (Wellness and Medical), Backpacking

DESTINATION CITY REGION LOCATIONCOUNTRY

W HAT IS DESTINATION MARKETING ? Destination marketing is the process of communicating with potential visitors to influence their destination preference, intention to travel and ultimately their final destination and product

STEPS TO SUCCESFUL DESTINATION MARKETING Identify markets and targets For example; domestic versus international /family, teenagers, honeymooners Identify customer needs and wants What do people with that holiday motivation with their holiday ? Match tourism resources and products with the selected market and target The products=The target we want to attract Study the competitors How do competitors compete on the same product/target? Which products are they developing ?

STEPS TO SUCCESFUL DESTINATION MARKETING Develop tourism product How can I make my products more appealing for my targeted customers? What can be innovatitive in order to beat my competitiors? Develop a marketing plan identifying goals, timing and budget Monitor Results Am I reaching the goal of market plan if not how can I modify my strategy?

D ESTINATION REPUTATION Based on 3 principles  Communication; reputation is smt you talk about and is produced through storytelling  Evaluation; Reputation is smt you critically assess  Distincion;Reputation makes you different

W HY BRANDING MATTERS ? Brand Knowledge Brand Trust Brand Loyalty

DESTINATION BRAND Country

DESTINATION BRAND City

DESTINATION BRAND o Region

DESTINATION BRAND Location

NEW TRAVEL TRENDS ! Rising rates Bundling Tech in Travel The Internet of Things Poshtels Braggie Green Hotels

SWOT FOR TURKEY’S TOURISM Terror News (İSİD,PKK) Close to Middle East Number of airport and airline companies Investments for hotel and faciliti es Quality of facilities Common all inclusive system Inspiring history Beauty of Nature Famous and unique places STRENGTHS WEAKNESSES THREATS OPPORTUNITIES

T URKEY GIVES MANY OPPORTUNIES,

TURKEY TOURISM MARKETING  International Fairs  Internet and Social Media tools  Promotion activities by government  Hotels campaigns and tour operators  Sport Events  International meetings (like G20)

TURKEY TOURISM MARKETING Activities around world for attracting travellers to come to Turkey

T HE P ROMOTION VIDEO The video has submitted by Turkish Airlines to promote their airline company and Istanbul

S OURCES NYV15GYwDTjzPXBwgTRHmVQRL0sFCL1X N6JKhB7Q3wq2h7B2hX! Wöhe/Döhring Einführung in die Betriebswirtschaftslehre

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