C URRENT ISSUES IN MARKETING Ass. Prof. Aykan Candemir Tourism
and Destination Marketing
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T OURISM AND DESTINATION MARKETING 15-10-168 Merve Erdoan
Erasmus Aylin Sarah 15-10-174 Yekcan Grses
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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.
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T HE IMPORTANCE OF TOURISM
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IN FUTURE
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P ROBLEMS WITH TOURISM Yet many destinations and tourism
business fail to achieve success
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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.
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E LEMENTS OF TOURISM MARKETING Tourism Marketing Destination
Marketing Transport ation Marketing Tour Operates Marketing Airline
Marketing Hotel Marketing
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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.
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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)
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M AR KETING MIX (8PS) Product Price Promotion Place People
Planning Programming Physical Event
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T OURISM MARKETING SEGMENTATION 1-Demographic and Socio
economic; Age, education, gender, income
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T OURISM MARKETING SEGMENTATION Geographic; Country, region,
urban, rural
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T OURISM MARKETING SEGMENTATION Purposes of Travel; Business
travel, city trip, cruise trip, resort vacation
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T OURISM MARKETING SEGMENTATION Behavioral; Frequency of use,
lengths of stay, brand loyalty, expenditure levels
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T OURISM MARKETING SEGMENTATION Psychographic Life style,
interest, opinions and values
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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.
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M ARKETING METHODS IN TOURISM 2-Service and Product
Differentiation; Doing smt different to gaining competitive
advantage Designing..
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M ARKETING METHODS IN TOURISM 3-Focusing Only Customer Needs
Marketers integrate all aspects to make customers satisfied. Maxx
Royal Hotels
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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
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DESTINATION CITY REGION LOCATIONCOUNTRY
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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
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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 ?
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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?
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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
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W HY BRANDING MATTERS ? Brand Knowledge Brand Trust Brand
Loyalty
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DESTINATION BRAND Country
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DESTINATION BRAND City
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DESTINATION BRAND o Region
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DESTINATION BRAND Location
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NEW TRAVEL TRENDS ! Rising rates Bundling Tech in Travel The
Internet of Things Poshtels Braggie Green Hotels
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SWOT FOR TURKEYS TOURISM Terror News (SD,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
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T URKEY GIVES MANY OPPORTUNIES,
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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)
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TURKEY TOURISM MARKETING Activities around world for attracting
travellers to come to Turkey
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T HE P ROMOTION VIDEO
https://www.youtube.com/watch?v=S_jX5ulgOc4 The video has submitted
by Turkish Airlines to promote their airline company and
Istanbul
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S OURCES http://www2.unwto.org/ http://www.kultur.gov.tr/
http://www.tuik.gov.tr/Start.do;jsessionid=1X
NYV15GYwDTjzPXBwgTRHmVQRL0sFCL1X N6JKhB7Q3wq2h7B2hX!127823047
Whe/Dhring Einfhrung in die Betriebswirtschaftslehre