Müşteri Odaklı Pazarlama Kapsamında Engelli Turizmine Yönelik Teorik Bir İnceleme

Year 2018, Volume: 11 Issue: 1, 126 - 138, 11.02.2018

Funda Cengiz Emre Ozan Aksöz

https://doi.org/10.25287/ohuiibf.338987

Cited By: 2

Abstract

Çalışmanın amacı, engelli turizm pazarını, sahip oldukları özellikler,
istekler ve beklentiler doğrultusunda, müşteri odaklı pazarlama karması
unsurları açısından incelemektir. Bu amaç doğrultusunda engelli bireylerin
turizm ile olan ilişkilerinin daha iyi anlaşılması ve daha isabetli pazarlama çalışmalarının
gerçekleştirilebilmesi hedeflenmiştir. Çalışmada öncelikle engelli bireylerin
turizm ile olan ilişkileri ve pazarlama karması kavramı incelenmiş ardından konuya
ilişkin akademik çalışmalar ışığında bu pazar grubu, müşteri odaklı pazarlama
karması unsurlarının her biri için ayrı ayrı değerlendirilmiştir.

Keywords

Engelli Turizmi, Turizm Pazarlaması, Pazarlama Karması

A Theorical Study on Disabled Tourism with Customer Oriented Marketing

Abstract

The
main aim of this research is analysing the disabled tourism market toward its
characteristics, demands and supplies in terms of customer oriented marketing
mix.To this end,  the aim of the study is
to better understand the relationship between disabled tourists and tourism and
also realizing more optimal  marketing
mix. At first, the terms of the relationship between disabled tourists and
tourism, and marketing mix were analysed and then this market segment was
examined for each marketing mix elements by using previous literature. 

Keywords

Disabled Tourism, Tourism Marketing, Customer Orianted Marketing Mix

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