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DMO’larda Marka Yönetimi: Türkiye’de Turizm Pazarlamasında DMO’ların Rolü

Year 2008, Volume: 1 Issue: 2, 121 - 136, 01.06.2008

Ruhet Genç İge Pırnar

Abstract

Keywords

-

References

  • BLAIN C., LEVY S. E. and RITCHIE J. R. B. (2005). “Destination Branding: Insights and Practices from Destination Management Organizations”, Journal of Travel Research, Vol. 43, No. 4, 328-338.
  • CARTER R. and FABRICIUS, M. (2007). Creating Competitive Advantage for Your Destination, UNWTO Conference, Budapest.
  • DÜNYA NEWSPAPER. (2005), “İstanbul, Dünyanın En Çok Ziyaret Edilen 7. Kenti”, (İstanbul is the 7th most Visited City), available at: http://www.kobifinans.com.tr/icerik.php?Article=8151&Where=sektor&Ca tegory=0116
  • EROL M. (2003), Turizm Pazarlaması, (Tourism Marketing), Ekin Kitabevi, İstanbul.
  • GACVB, (2005). “Building a Destination Management Organization”, Georgia Association Of Convention & Visitors Bureaus Available at www.gacvb.com/include/BuildingaDMO.ppt, Last visited in 12 September, 2008. HAWKINS
  • Organizations”, Sustainable Destination Management Concentration, George Washington University, http://www.gwutourism.org/dm.htm. Last visited in 12 September, 2008.
  • HIGLEY Jeff, Nov 19, 2001, “Consultants Talk Recovery, Brands as Industry Resumes Conferences”, Hotel & Motel Management, Available at: http://www.findarticles.com/cf_0/m3072/20-216/81529794/html
  • KENNEDY P. (2007), MICE International - The Right Solution 2, Middle East Meetings Industry Research Report 2007, GIBTM, Available at: http://www.gibtm.travel/files/gibtm2007industryresearchreport.pdf
  • KOTLER P., BOWEN J. and MAKENS J., (1999). Marketing for Hospitality and Tourism, Prentice, Hall, New Jersey.
  • KOTLER Philip, John BOWEN & James MAKENS (2003), Marketing for Hospitality and Tourism, Third Edition, Prentice-hall, Pearson Education International, New Jersey
  • LEW A. and McKERCHER, B. (2006). Modeling Tourist Movements: A Local Destination Analysis, Annals of Tourism Research, Vol. 33, No. 2, pp. 403–423.
  • McCASLAND Mitch, July 8, 2003, “Making Brands Relevant Online (Part I)” Available at: http://www.marketingprofs.com/3/mccasland8.asp,
  • MORGAN N., PRITCHARD A. and PRIDE R. (2004), Destination Branding: Creating the Unique Destination Proposition, Butterworth- Heinemann, 2004.
  • NTVMSNBC (2007), “Istanbul world’s safest city, says EU report”, available at: http://www.ntvmsnbc.com/news/403296.asp
  • NYKIEL A. Ronald, (1989), Marketing In The Hospitality Industry, Second Edition, Van Nostrand Reinhold, New York.
  • OLIVA R., March, 2001, “Getting Connected”, Hotels, Available at: http//www.findarticles.com/ef-dls/m3493/3-35/72131388/html
  • PIKE Steven (2004). Destination Marketing Organisations, Oxford: Elsevier.
  • ÖNCÜ H. (2007), “Kongre ve Toplantı Rehberi Turizmcilerin Hizmetinde”, (Convention and meeting Guide available to Tourism Professionals), Turizm Dosyası (Tourism File), available at: http://www.turizmdosyasi.com/haber_oku.asp?haber=181#
  • PETERSEN D. C. (2004), “The City as a Destination:Measuring Its Attractiveness”, Journal of Convention & Event Tourism, The Haworth Hospitality Press, Vol. 6, No. 1/2, 2004, pp. 145-157.
  • POWERS Tom (1997), Marketing Hospitality, Second Edition, Wiley Service Management Series, USA.
  • PRESENZA Angelo, Lorn SHEEHAN and J.R. Brent RITCHIE (2005). “Towards A Model Of The Roles And Activities Of Destination Management
  • http://hotel.unlv.edu/pdf/The%20Role%20of%20the%20DMO%20Final%2 0version%20for%20launching%2010-22-05.pdf Last visited in 14 September, 2008. Organizations” Available
  • at: RITCHIE, J., SPENCER, L. & O’CONNOR, W. (2003). Carrying out qualitative analysis. Qualitative Research Practice: A Guide for Social Science Students and Researchers. Ed. Ritchie, J. and Lewis, J. SAGE: London.
  • SAINAGH R., (2005). From Contents To Processes: Versus A Dynamic Destination Management Model (DDMM) Elsevier.
  • TAVMERGEN P. I. and AKSAKAL G. E. (2004). Kongre ve Toplantı Yönetimi, Seçkin Yayıncılık, Ankara.
  • TÜRSAB (2006), “Uluslararası Kongre Turizmi ve Türkiye”, (International Convention Tourism and Turkey), Türkiye Seyehat Acentaları Birliği (Turkish Association of Travel Agencies)
  • UNWTO (2007a). World Tourism Barometer, UNWTO Official Web Site, www.unwto.org. Last visited in 12 September, 2008.
  • UNWTO (2007b). 2020 Tourism Vision, UNWTO Official Web Site, http://www.unwto.org/facts/eng/pdf/highlights/highlights_07_eng_lr.pdf . Last visited in 12 September, 2008.
  • USTA Ö. (2008), Turizm: Genel ve Yapısal Yaklaşım, Detay Yayıncılık, Ankara.
  • YÜCEL S. U. (2002),“Turkiye’nin Kongre ve Toplantılardan Aldığı Pay Artıyor” (The Share from Meetings and Convention of Turkey is Increasing), TURSAB Ar-Ge Departmanı, TÜRSAB, İstanbul
  • WALSH P. John, May 6, 2002, “Brand Power”, Hotel & Motel Management, Available at: http://www.findarticles.com/cf_0/m3072/8- 217/87089728/html
  • WANG, Y. (2008). Collaborative Destination Marketing: Roles and strategies of convention and visitors bureaus, Journal of Vacation Marketing, Vol. 14, No. 3, 191-209.
  • ZIKMUND G. William ve D’AMICO Michael (1996), Marketing, Fifth edition, West publishing.USA.

BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY

Year 2008, Volume: 1 Issue: 2, 121 - 136, 01.06.2008

Ruhet Genç İge Pırnar

Abstract

Uluslar arası düzeyde turistik faaliyetlerin artması bu endüstrideki rekabeti çok arttırmıştır. Bu endüstrinin müşterileri de artan rekabet ortamında gidecekleri yer ve özellikleri konusunda daha seçici davranmakta ve kendi beklentilerine uyan yerleri tercih etmektedirler. Turizmde yeni müşteri çekmek ve var olan müşteriyi elde tutmak için uygun yönetim ve pazarlama teknikleri kullanılması gerekmektedir. Rakip firmalar DMO’lar ile bu seçici müşteri katmanına ulaşmaya çalışmaktadırlar. DMO uygulamalarında en etkin pazarlama yollarından biri ise markalaşma ve marka yönetimidir. Bu çalışma genel olarak üç kısımdan oluşmaktadır. Ilk kısımda DMO oluşumları ve uygulamaları genel olarak anlatılacaktır. Ikinci kısım markalaşma ve markalaşmanın DMO’larda nasıl uygulandığına değinecektir. Son kısımda da marka yönetimini İstanbul’un tanıtımında çok başarılı bir şekilde uygulayan ICVB (Istanbul Convention and Visitor Bureau) vaka çalışması olarak ele alınmıştır

Keywords

DMO ICVB (Istanbul Convention and Visitor Bureau) marka yönetimi markalaşma tourism marketing

References

  • BLAIN C., LEVY S. E. and RITCHIE J. R. B. (2005). “Destination Branding: Insights and Practices from Destination Management Organizations”, Journal of Travel Research, Vol. 43, No. 4, 328-338.
  • CARTER R. and FABRICIUS, M. (2007). Creating Competitive Advantage for Your Destination, UNWTO Conference, Budapest.
  • DÜNYA NEWSPAPER. (2005), “İstanbul, Dünyanın En Çok Ziyaret Edilen 7. Kenti”, (İstanbul is the 7th most Visited City), available at: http://www.kobifinans.com.tr/icerik.php?Article=8151&Where=sektor&Ca tegory=0116
  • EROL M. (2003), Turizm Pazarlaması, (Tourism Marketing), Ekin Kitabevi, İstanbul.
  • GACVB, (2005). “Building a Destination Management Organization”, Georgia Association Of Convention & Visitors Bureaus Available at www.gacvb.com/include/BuildingaDMO.ppt, Last visited in 12 September, 2008. HAWKINS
  • Organizations”, Sustainable Destination Management Concentration, George Washington University, http://www.gwutourism.org/dm.htm. Last visited in 12 September, 2008.
  • HIGLEY Jeff, Nov 19, 2001, “Consultants Talk Recovery, Brands as Industry Resumes Conferences”, Hotel & Motel Management, Available at: http://www.findarticles.com/cf_0/m3072/20-216/81529794/html
  • KENNEDY P. (2007), MICE International - The Right Solution 2, Middle East Meetings Industry Research Report 2007, GIBTM, Available at: http://www.gibtm.travel/files/gibtm2007industryresearchreport.pdf
  • KOTLER P., BOWEN J. and MAKENS J., (1999). Marketing for Hospitality and Tourism, Prentice, Hall, New Jersey.
  • KOTLER Philip, John BOWEN & James MAKENS (2003), Marketing for Hospitality and Tourism, Third Edition, Prentice-hall, Pearson Education International, New Jersey
  • LEW A. and McKERCHER, B. (2006). Modeling Tourist Movements: A Local Destination Analysis, Annals of Tourism Research, Vol. 33, No. 2, pp. 403–423.
  • McCASLAND Mitch, July 8, 2003, “Making Brands Relevant Online (Part I)” Available at: http://www.marketingprofs.com/3/mccasland8.asp,
  • MORGAN N., PRITCHARD A. and PRIDE R. (2004), Destination Branding: Creating the Unique Destination Proposition, Butterworth- Heinemann, 2004.
  • NTVMSNBC (2007), “Istanbul world’s safest city, says EU report”, available at: http://www.ntvmsnbc.com/news/403296.asp
  • NYKIEL A. Ronald, (1989), Marketing In The Hospitality Industry, Second Edition, Van Nostrand Reinhold, New York.
  • OLIVA R., March, 2001, “Getting Connected”, Hotels, Available at: http//www.findarticles.com/ef-dls/m3493/3-35/72131388/html
  • PIKE Steven (2004). Destination Marketing Organisations, Oxford: Elsevier.
  • ÖNCÜ H. (2007), “Kongre ve Toplantı Rehberi Turizmcilerin Hizmetinde”, (Convention and meeting Guide available to Tourism Professionals), Turizm Dosyası (Tourism File), available at: http://www.turizmdosyasi.com/haber_oku.asp?haber=181#
  • PETERSEN D. C. (2004), “The City as a Destination:Measuring Its Attractiveness”, Journal of Convention & Event Tourism, The Haworth Hospitality Press, Vol. 6, No. 1/2, 2004, pp. 145-157.
  • POWERS Tom (1997), Marketing Hospitality, Second Edition, Wiley Service Management Series, USA.
  • PRESENZA Angelo, Lorn SHEEHAN and J.R. Brent RITCHIE (2005). “Towards A Model Of The Roles And Activities Of Destination Management
  • http://hotel.unlv.edu/pdf/The%20Role%20of%20the%20DMO%20Final%2 0version%20for%20launching%2010-22-05.pdf Last visited in 14 September, 2008. Organizations” Available
  • at: RITCHIE, J., SPENCER, L. & O’CONNOR, W. (2003). Carrying out qualitative analysis. Qualitative Research Practice: A Guide for Social Science Students and Researchers. Ed. Ritchie, J. and Lewis, J. SAGE: London.
  • SAINAGH R., (2005). From Contents To Processes: Versus A Dynamic Destination Management Model (DDMM) Elsevier.
  • TAVMERGEN P. I. and AKSAKAL G. E. (2004). Kongre ve Toplantı Yönetimi, Seçkin Yayıncılık, Ankara.
  • TÜRSAB (2006), “Uluslararası Kongre Turizmi ve Türkiye”, (International Convention Tourism and Turkey), Türkiye Seyehat Acentaları Birliği (Turkish Association of Travel Agencies)
  • UNWTO (2007a). World Tourism Barometer, UNWTO Official Web Site, www.unwto.org. Last visited in 12 September, 2008.
  • UNWTO (2007b). 2020 Tourism Vision, UNWTO Official Web Site, http://www.unwto.org/facts/eng/pdf/highlights/highlights_07_eng_lr.pdf . Last visited in 12 September, 2008.
  • USTA Ö. (2008), Turizm: Genel ve Yapısal Yaklaşım, Detay Yayıncılık, Ankara.
  • YÜCEL S. U. (2002),“Turkiye’nin Kongre ve Toplantılardan Aldığı Pay Artıyor” (The Share from Meetings and Convention of Turkey is Increasing), TURSAB Ar-Ge Departmanı, TÜRSAB, İstanbul
  • WALSH P. John, May 6, 2002, “Brand Power”, Hotel & Motel Management, Available at: http://www.findarticles.com/cf_0/m3072/8- 217/87089728/html
  • WANG, Y. (2008). Collaborative Destination Marketing: Roles and strategies of convention and visitors bureaus, Journal of Vacation Marketing, Vol. 14, No. 3, 191-209.
  • ZIKMUND G. William ve D’AMICO Michael (1996), Marketing, Fifth edition, West publishing.USA.
There are 33 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Ruhet Genç This is me

İge Pırnar This is me

Publication Date June 1, 2008
Published in Issue Year 2008 Volume: 1 Issue: 2

Cite

APA Genç, R., & Pırnar, İ. (2008). BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi, 1(2), 121-136.
AMA Genç R, Pırnar İ. BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi. June 2008;1(2):121-136.
Chicago Genç, Ruhet, and İge Pırnar. “BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY”. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi 1, no. 2 (June 2008): 121-36.
EndNote Genç R, Pırnar İ (June 1, 2008) BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi 1 2 121–136.
IEEE R. Genç and İ. Pırnar, “BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY”, Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi, vol. 1, no. 2, pp. 121–136, 2008.
ISNAD Genç, Ruhet - Pırnar, İge. “BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY”. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi 1/2 (June 2008), 121-136.
JAMA Genç R, Pırnar İ. BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi. 2008;1:121–136.
MLA Genç, Ruhet and İge Pırnar. “BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY”. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi, vol. 1, no. 2, 2008, pp. 121-36.
Vancouver Genç R, Pırnar İ. BRAND MANAGEMENT IN DMO’S: CASE STUDY ON DMO’S ROLE IN TOURISM MARKETING IN TURKEY. Kafkas Üniversitesi Sosyal Bilimler Enstitü Dergisi. 2008;1(2):121-36.
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