Managing seasonality in tourism

Yıl 2023, Sayı: 50, 353 - 369, 08.10.2023

Orhan Yabancı

https://doi.org/10.32003/igge.1299610

Öz

Seasonality is usually recognized as a problem of tourism that has many negative consequences for the private and public sectors. The widespread impact of seasonality on tourism has increased the importance of understanding how these sectors can sustainably respond to such a phenomenon. This paper aims to examine the industry and government responses to seasonality. It specifically seeks to discover what responses the literature on tourism addresses to managing the problem of seasonality. The review indicates that tourism businesses and governments mainly respond to seasonality by developing strategies to tackle it when seen as a substantial problem or otherwise adapting to it. The literature points to various strategies for tackling seasonality in tourism. Common strategies include reducing demand in the peak season, increasing demand outside the peak season, reducing supply, increasing supply in the peak season, redistributing demand and supply, extending the main season, establishing additional seasons, diversification of the product mix and the markets, applying marketing campaigns and targeted advertising, using differential pricing, public sector incentives, development of urban, cultural, business, congress, religious, sports and winter tourism, and other alternatives, developing special-interest tourism, encouraging domestic tourism in the off-season, staggering the main school and industrial holidays over a longer period, and two-center holidays.

Anahtar Kelimeler

Tourism, Seasonality, Seasonal Demand, Responses to Seasonality, Strategies for Tackling Seasonality

Turizmde mevsimselliğin yönetimi

Öz

Mevsimsellik, turizmde genellikle özel ve kamu sektörleri için pek çok olumsuz sonucu olan bir sorun olarak kabul edilmektedir. Mevsimselliğin turizm üzerindeki yaygın etkisi, bu sektörlerin böyle bir olguya sürdürülebilir bir şekilde nasıl yanıt verebileceğini anlamanın önemini artırmıştır. Bu makale, endüstrinin ve hükümetlerin mevsimselliğe verdiği tepkileri incelemektedir. Özellikle, turizm literatürünün mevsimsellik sorununun yönetimine yönelik hangi tepkilere işaret ettiğini ortaya koymayı amaçlamaktadır. Literatür incelemesi, turizm işletmeleri ve hükümetlerin, mevsimselliği önemli bir sorun olarak gördüğünde onunla başa çıkmak için stratejiler geliştirerek veya bunun dışında ona uyum sağlayarak yanıt verdiğini ortaya koymaktadır. Literatür, turizmde mevsimsellikle mücadele için çeşitli stratejilere işaret etmektedir. Yaygın stratejiler, yoğun sezonda talebi azaltmak, yoğun sezon dışında talebi artırmak, arzı azaltmak, yoğun sezonda arzı artırmak, talep ve arzı yeniden dağıtmak, ana sezonu uzatmak, ek sezonlar oluşturmak, ürün karmasını ve pazarları çeşitlendirmek, pazarlama kampanyaları ve hedefli reklamlar uygulamak, farklılaştırılmış fiyatlandırma, kamu teşvikleri kullanmak, şehir, kültür, iş, kongre, dini, spor ve kış turizmini ve diğer alternatifleri geliştirmek, özel ilgi turizmini geliştirmek, sezon dışı iç turizmi teşvik etmek, okul ve sanayi tatillerini daha uzun bir döneme yaymak ve iki merkezli tatiller geliştirmektir.

Anahtar Kelimeler

Turizm, Mevsimsellik, Mevsimsel Talep, Mevsimselliğin Yönetimi, Mevsimselliğe Tepkiler, Mevsimsellikle Mücadele Stratejileri

Kaynakça

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