Using 7P's in Cultural Heritage Tourism Marketing: The Case of Virgin Mary Church

Öz

Although cultural heritage elements have been addressed within the scope of demand-based issues in the tourism literature, marketing-oriented studies on little-known assets have remained limited. This study aims to examine the Church of the Virgin Mary in Nevşehir, a little-known cultural heritage site in the context of cultural tourism, and to reveal how it can be evaluated within the framework of the 7Ps model of the marketing mix in tourism. To achieve this aim, a qualitative research method was employed, and research data were collected through semi-structured interviews. The collected data were subjected to content analysis. As a result of the analyses, the meaning of the product, its storytelling, and its integration with other products were highlighted. While combined ticket systems were suggested in terms of pricing, accessibility, information, and social spaces were discussed in relation to spatial arrangements. Digital promotion and target audience-specific strategies were emphasized within the scope of promotion. Collaborations with tour guides and local administrations emerged as key findings related to people. In terms of process, sustainability was underscored. These results are expected to contribute to filling the gap in marketing lesser-known cultural heritage elements in the field of marketing and to guide destination stakeholders who wish to market these assets.

Anahtar Kelimeler

• Culture-Based Marketing
• 7P
• Cappadocia
• Virgin Mary Church

7P'nin Kültürel Miras Turizm Pazarlamasında Kullanılması: Meryem Ana Kilisesi Örneği

Öz

Turizm yazınında kültürel miras unsurları çoğunlukla turist talebi odaklı incelenmektedir; ancak az bilinen kültürel miras varlıklarının pazarlama stratejileri üzerine yapılan çalışmalar oldukça yetersizdir. Bu çalışma, kültür turizmi bağlamında az bilinen bir kültürel miras unsuru olan Nevşehir'deki Meryem Ana Kilisesi’ni inceleyerek, turizmde pazarlama karmasının 7P modeli çerçevesinde nasıl değerlendirilebileceğini ortaya koymayı amaçlamaktadır. Bu amaca ulaşabilmek için, nitel araştırma yönteminden faydalanılmış ve yarı-yapılandırılmış görüşme ile toplanan veriler içerik analizi ile değerlendirilmiştir. Bulgular, ürün bileşeninde hikâyeleştirme, anlam yükleme ve çevredeki diğer kültürel unsurlarla entegrasyonun önemini ortaya koymaktadır. Fiyatlandırmada kombine bilet sistemleri önerilmiş; dağıtım ve fiziksel kanallarda erişilebilirlik, bilgilendirme tabelaları ve sosyal alanların düzenlenmesi öne çıkmıştır. Dijital pazarlama, hedefe yönelik tanıtım kampanyaları ve yerel paydaşlarla iş birlikleri, tutundurma ve insan unsuru açısından vurgulanmıştır. Süreç boyutunda ise sürdürülebilir turizm uygulamaları önerilmiştir. Bu sonuçlar, pazarlama alanında az bilinen kültürel miras unsurların pazarlanmasına ilişkin boşluğun giderilmesine katkı sağlaması ve bu varlıklarını pazarlamak isteyen destinasyon paydaşlarına rehberlik etmesi beklenmektedir.

Anahtar Kelimeler

• Kültür Temelli Pazarlama
• 7P
• Kapadokya
• Meryem Ana Kilisesi

Kaynakça

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