TURİZM SEKTÖRÜNDE DESTİNASYON PAZARLAMASI: EĞİLİMLER, DESTİNASYON PAZARLAMA STRATEJİLERİ VE DESTİNASYON PAZARLAMASINDA KARŞILAŞILAN ZORLUKLAR ÜZERİNE KAVRAMSAL BİR ÇERÇEVE

Year 2021, Volume: 4 Issue: 2, 117 - 139, 08.09.2021

Yasemin Gedik

Abstract

İnternetin günlük hayatta yaygınlaşması, turistlerin bilgiye erişimlerinde, seyahat planlamalarında ve seyahat deneyimlerini başkalarıyla nasıl paylaştıklarında köklü bir değişime neden olmuştur. Ülkeler ve bölgesel alanlar artık turist destinasyonları olarak rollerini daha fazla ciddiye almakta ve turistler arasında imajlarını ve çekiciliğini arttırmak için önemli çaba ve fonlar harcamaktadır. Turizm faaliyetlerinin çoğu destinasyonlarda gerçekleşmektedir. Destinasyon, seyahat için belirlenmiş bir yer veya turistlerin seyahat etmek istediği bir yer olarak tanımlanabilir. Destinasyon pazarlaması, ziyaretçi sayısını artırmak amacıyla bir destinasyonun (kasaba, şehir, bölge, ülke vb.) tanıtılmasını içermektedir. Destinasyon pazarlamanın yükselen popülaritesi, turizm sektörünün gelişmesinde önemli bir rol oynamaktadır. Markalarını veya olanaklarını pazarlamaya öncelik veren destinasyonlar, önemli ölçüde daha fazla istihdam, farkındalık, ekonomik büyüme ve rekabet avantajı sağlamaktadır. Bu çalışma, destinasyon pazarlamasıyla ilgili geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, güncel istatistiklerle birlikte destinasyon pazarlamasının zorluklarını, stratejilerini ve destinasyon pazarlamasındaki eğilimleri de inceleyerek ilgili kararları alırken yöneticilere yardımcı olmayı hedeflemektedir.

Keywords

Destinasyon, Destinasyon Pazarlaması, Destinasyon Pazarlama Organizasyonları

DESTINATION MARKETING IN THE TOURISM SECTOR: A CONCEPTUAL FRAMEWORK ON TRENDS, DESTINATION MARKETING STRATEGIES AND CHALLENGES IN DESTINATION MARKETING

Abstract

The prevalence of the internet in daily life has caused a radical change in tourists' access to information, travel planning and how they share their travel experiences with others. Countries and regional areas are now taking their role as tourist destinations more seriously and investing significant efforts and funds to enhance their image and attractiveness among tourists. Most of the tourism activities take place in destinations. A destination can be defined as a designated place for travel or a place where tourists want to travel. Destination marketing involves promoting a destination (town, city, region, country, etc.) in order to increase the number of visitors. The rising popularity of destination marketing plays an important role in the development of the tourism industry. Destinations that prioritize marketing their brands or opportunities provide significantly more employment, awareness, economic growth and competitive advantage. This study focuses on creating a broad conceptual framework for destination marketing. In addition, the study aims to assist managers in making relevant decisions by examining the difficulties, strategies and trends in destination marketing together with up-to-date statistics.

Keywords

destination, destination marketing, destination marketing organizations

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