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

Yıl 2021, Cilt: 4 Sayı: 2, 117 - 139, 08.09.2021

Yasemin Gedik

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

destination, destination marketing, destination marketing organizations

Kaynakça

• Abdulla, S., Khalifa, G., Abuelhassan, A. ve Ghosh, A. (2019). Antecedents of Dubai Revisit Intention: The Role of Destination Service Quality and Tourist Satisfaction, Restaurant Business, 118 (10), 307-316.
• Abdullah, S. ve Lui, E. (2018). Satisfaction Drivers and Revisit Intention of International Tourist in Malaysia, Hospitality and Enviromental Management, 3(9), 1-13.
• Abou-Shouk, M. (2018). Destination Management Organizations and Destination Marketing: Adopting The Business Model of E-Portals in Engaging Travel Agents, Journal of Travel & Tourism Marketing, 35(2), 178-188.
• Abubakar, A. ve Ilkan, M. (2016). Impact of Online WOM on Destination Trust and Intention to Travel: A Medical Tourism Perspective, Journal of Destination Marketing & Management, 583), 192-201.
• Adeyinka-Ojo, S., Khoo-Lattimore, C. ve Nair, V. (2014). A Framework for Rural Tourism Destination Management and Marketing Organisations, Procedia - Social and Behavioral Sciences, 144, 151-163.
• Afshardoost, M. ve Eshaghi, M. (2020). Destination Image and Tourist Behavioural Intentions: A Meta-Analysis, Tourism Management, 81, 104154.
• Alderton, M. (2014). Study Proves Economic Benefits of Destination Marketing, https://www.successfulmeetings.com/News/Research-Whitepapers/Study-Proves-Economic-Benefits-of-Destination-Marketing , Erişim Tarihi: 04.07.2021
• Alegre, J. ve Cladera, M. (2009). Analysing the Effect of Satisfaction and Previous Visits on Tourist Intentions to Return, European Journal of Marketing, 43(5/6), 670-685
• Baker, M. ve Cameron, E. (2008). Critical Success Factors in Destination Marketing, Tourism and Hospitality Research, 8(2), 79-97
• Bechte, A. (2020). The Top Destination Marketing Trends in 2020. https://pro.regiondo.com/destination-marketing-trends/ , Erişim Tarihi: 04.07.2021
• Ben Youssef, K., Leicht, T. ve Marongiu, L. (2018). Storytelling in the Context of Destination Marketing: An Analysis of Conceptualisations and Impact Measurement, Journal of Strategic Marketing, 27(8), 696-713.
• Birdir, S., Dalgic, A. ve Birdir, K. (2018). Destination Marketing and Destination Image, The Routledge Handbook of Destination Marketing, Eds. Gursoy D. ve Chi C. G., Routledge, 71-81.
• Chaulagain, S., Wiitala, J. ve Fu, X. (2019). The Impact of Country Image and Destination Image on US Tourists Travel Intention, Journal of Destination Marketing & Management, 12, 1-11
• Chen, R., Zhou, Z., Zhan, G. ve Zhou, N. (2020). The Impact of Destination Brand Authenticity and Destination Brand Self-Congruence on Tourist Loyalty: The Mediating Role of Destination Brand Engagement, Journal of Destination Marketing & Management, 15, 100402.
• Chen, Y.C., Shang, R.A. ve Li, M. J. (2014). The Effects of Perceived Relevance of Travel Blogs Content on the Behavioral Intention to Visit a Tourist Destination, Computers in Human Behavior, 30, 787-799.
• Chin, C.H., Lo, M.C. ve Ramayah, T. (2016). Rural Tourism Sustainable Management and Destination Marketing Efforts: Key Factors from Communities Perspective, Journal of Sustainable Development, 9(4), 179-197
• Cobos, L., Wang, Y. ve Okumus, F. (2009). Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective, Journal of Hospitality Marketing & Management, 18(4), 421-444.
• Degenhard, J. (2021). Forecast of the Tourism Sector GDP Share in Turkey from 2010 to 2025, https://www.statista.com/forecasts/1152997/tourism-sector-gdp-share-forecast-in-turkey , Erişim Tarihi: 04.07.2021
• Degenhard, J. (2021a). Forecast of the Absolute Economic Contribution of Tourism in Turkey from 2010 to 2025, https://www.statista.com/forecasts/1152414/tourism-sector-size-forecast-in-turkey , Erişim Tarihi: 04.07.2021
• Degenhard, J. (2021b). Forecast of the International Tourism Expenditure in Turkey from 2010 to 2025, https://www.statista.com/forecasts/1152582/international-tourism-expenditure-forecast-in-turkey , Erişim Tarihi: 04.07.2021
• Di Pietro, L., Di Virgilio, F. ve Pantano, E. (2012), Social Network for the Choice of Tourist Destination: Attitude and Behavioural Intention, Journal of Hospitality and Tourism Technology, 3(1), 60-76.
• Djurica, M. ve Djurica, N. (2010). Tourism Destination Marketing Management, Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress. Tourism & Hospitality Industry, University of Rijeka, Faculty of Tourism & Hospitality Management, 890-901.
• Do Valle, P., Silva, J., Mendes, J. ve Guerreiro, M. (2006). Tourist Satisfaction and Destination Loyalty intention: A Structural and Categorical Analysis, International Journal of Business Science & Applied Management, 1(1), 25-44.
• Du Rand, G. ve Heath, E. (2006). Towards a Framework for Food Tourism as an Element of Destination Marketing, Current Issues in Tourism, 9(3), 206-234.
• Du Rand, G., Heath, E., & Alberts, N. (2003). The Role of Local and Regional Food in Destination Marketing: A South African Situation Analysis, Journal of Travel & Tourism Marketing, 14(3-4), 97-112.
• Elbe, J., Hallen,L. ve Axelsson, B. (2009). The Destination-Management Organisation and the Integrative Destination-Marketing Process, International Journal Of Tourism, 11(3), 283–296.
• Faulkner, B. (2003). A Model for the Evaluation of National Tourism Destination Marketing Programs, Eds. Fredline L., Jago L. ve Cooper C., Progressing Tourism Research-Bill Faulkner, Multilingual Matters, 12-33.
• Fernandez-Cavia, J., Marchiori, E., Haven-Tang, C. ve Cantoni, L. (2017). Online Communication in Spanish Destination Marketing Organizations: The View of Practitioners, Journal of Vacation Marketing, 23(3), 264-273.
• Fesenmaier, D., Gretzel, U. ve Hwang, Y. (2003). The Future of Destination Marketing: E-Commerce in Travel and Tourism, International Journal of Tourism Sciences, 3(2), 191-200.
• Fuggle, L. (2016). The 8 Destination Marketing Strategies with the Highest ROI. https://www.trekksoft.com/en/blog/best-destination-marketing-strategies , Erişim Tarihi: 04.07.2021
• Gretzel, U., Fesenmaier, D., Formica, S. ve O’Leary, J. (2006). Searching for the Future: Challenges Faced by Destination Marketing Organizations, Journal of Travel Research, 45, 116-126.
• He, C. (2020). Why is a DMO Important to a Destination?, https://www.solimarinternational.com/why-is-a-dmo-important-to-a-destination/ , Erişim Tarihi: 04.07.2021
• Hsu, C., Wolfe, K. ve Kang, S. (2004). Image Assessment for a Destination with Limited Comparative Advantages, Tourism Management, 25, 121–126.
• https://dictionary.cambridge.org/dictionary/english/destination (2021). Destination, Erişim Tarihi: 04.07.2021
• https://ecotourism.org/what-is-ecotourism/ (2019), What Is Ecotourism?, Erişim Tarihi: 04.07.2021
• https://etc-corporate.org/uploads/2020/07/ETC-Quarterly-Report-Q2-2020_Final-Public.pdf (2020). Europen Tourism: Trends&Prospects Quarterly Report Q2, Erişim Tarihi: 04.07.2021
• https://etc-corporate.org/uploads/2021/02/ETC-Quarterly-Report-Q4-2020_Public-1.pdf (2021). Europen Tourism: Trends&Prospects Quartery Report Q4, Erişim Tarihi: 04.07.2021
• https://globalnews.booking.com/bookingcom-reveals-key-findings-from-its-2019-sustainable-travel-report/ (2019). Booking.com Reveals Key Findings from its 2019 Sustainable Travel Report, Erişim Tarihi: 04.07.2021
• https://globalnews.booking.com/smarter-kinder-safer-bookingcom-reveals-nine-predictions-for-the-future-of-travel/ (2020). Smarter, Kinder, Safer: Booking.com Reveals Nine Predictions For The Future of Travel, Erişim Tarihi: 04.07.2021
• https://static.euronews.com/website/pdf/euronews-trend-report-travel-after-Oct-2020.pdf (2020). Travel Trend Report, Erişim Tarihi: 04.07.2021
• https://sustain.pata.org/sustainable-tourism-online/destinations-and-communities/implementation/destination-marketing/ (2015). Destination Marketing, Erişim Tarihi: 04.07.2021
• https://www.abta.com/news/abta-launches-travel-trends-report-2020 (2020). ABTA Launches Travel Trends Report 2020, Erişim Tarihi: 04.07.2021
• https://www.futuremarketinsights.com/reports/destination-marketing-insights (2021). Destination Marketing Insights: Analysis & Perspective, Erişim Tarihi: 04.07.2021
• https://www.igi-global.com/dictionary/tourist-destination/39274 (2021). What is Tourist Destination, Erişim Tarihi: 04.07.2021
• https://www.oecd.org/cfe/tourism/2020-Tourism-Brochure.pdf (2020). OECD Tourism Trends and Policies 2020, Erişim Tarihi: 04.07.2021
• https://www.revfine.com/destination-marketing/#destination-marketing-strategies (2021). 14 Destination Marketing Strategies to Attract More Visitors, Erişim Tarihi: 04.07.2021
• https://www.sojern.com/blog/facebook-instagram-travel-advertising-report-2019/ (2019). Facebook and Instagram Advertising for Travel: Key Trends Revealed, Erişim Tarihi: 04.07.2021
• https://reports.daviestanner.com/?p=7&v=3 (2021). It’s Time: A Global Report on Destination Marketing and Communications, Erişim Tarihi: 04.07.2021
• https://www.tourismcurrents.com/tourism-survey-results-2019-social-media-and-digital-destination-marketing/ (2019). Tourism Survey Results 2019: Social Media and Digital Destination Marketing, Erişim Tarihi: 04.07.2021
• https://www.tourwriter.com/travel-software-blog/future-tourism-2021/ (2021). The Future of Tourism: Travel Trends for 2021 and Beyond, Erişim Tarihi: 04.07.2021
• https://www.tripadvisor.com/InfoCenter-a_ctr.2021TravelTrends (2021). The Year of the Travel Rebound: 5 Traveler Trends to Watch Out for in 2021, Erişim Tarihi: 04.07.2021
• Hudson, S. ve Ritchie, J. (2006). Film Tourism and Destination Marketing: The Case of Captain Corelli’s Mandolin, Journal of Vacation Marketing, 12 (3), 256-268.
• Jalilvand, M., Pool, J., Vosta, L. ve Nafchali, J. (2014). The Effect of Marketing Constructs and Tourists Satisfaction on Loyalty to a Sport Destination: A Structural Equation Model and Analysis, Education, Business and Society: Contemporary Middle Eastern Issues, 7(4), 316-332.
• Jiang, Y., Ramkissoon, H. ve Mavondo, F. (2016). Destination Marketing and Visitor Experiences: The Development of a Conceptual Framework, Journal of Hospitality Marketing & Management, 25(6), 653-675.
• Ketter, E. (2018). It’s All About You: Destination Marketing Campaigns in the Experience Economy Era, Tourism Review, 73(3), 331-343.
• King, J. (2002). Destination Marketing Organisations: Connecting the Experience Rather than Promoting the Place, Journal of Vacation Marketing, 8(2), 105-108.
• Lew, A. ve McKercher, B. (2006). Modeling Tourist Movements: A Local Destination Analysis, Annals of Tourism Research, 33(2), 403–423.
• Li, S., Robinson, P. ve Oriade, A. (2017). Destination Marketing: The Use of Technology since the Millennium, Journal of Destination Marketing & Management, 6(2), 95-102.
• Line, N. ve Wang, Y. (2017). A Multi-Stakeholder Market Oriented Approach to Destination Marketing, Journal of Destination Marketing & Management, 6(1), 84-93.
• Lock, S. (2020). Coronavirus: Impact on the Tourism Industry Worldwide - Statistics & Facts, https://www.statista.com/topics/6224/covid-19-impact-on-the-tourism-industry/ , Erişim Tarihi: 04.07.2021
• Lomanenko, S. (2018). What is Destination Marketing, https://www.promodo.com/blog/what-is-destination-marketing/ , Erişim Tarihi: 04.07.2021
• Lopez, A. (2020). Share of Consumers that Reported a High Impact of Social Media Influencers on Their Purchase Decision of Tourism Products in Latin America in 2019, by Type of Product, https://www.statista.com/statistics/1133423/impact-influencers-purchase-tourism-services-latin-america/ , Erişim Tarihi: 04.07.2021
• Marasco, A., Buonincontri, P., Van Niekerk, M., Orlowski, M. ve Okumus, F. (2018). Exploring the Role of Next-Generation Virtual Technologies in Destination Marketing, Journal of Destination Marketing & Management, 9, 138-148
• Marcussen, C. (2011). Determinants of Tourist Satisfaction and Intention to Return, Tourism: An International Interdisciplinary Journal, 59(2), 203-221.
• Mohsin, A. (2005). Tourist Attitudes and Destination marketing: The Case of Australia's Northern Territory and Malaysia, Tourism Management, 26(5), 723-732.
• Ng, B. (2017). Destination Marketing & Networking in the Tourism Industry: Why are they Important?, https://www.rezdy.com/blog/destination-marketing-networking-tourism-industry-important/ , Erişim Tarihi: 04.07.2021
• Önder, I., Gunter, U. ve Gindl, S. (2020). Utilizing Facebook Statistics in Tourism Demand Modeling and Destination Marketing, Journal of Travel Research, 59(2), 195–208.
• Palmer, A. (2007). The Internet Challenge for Destination Marketing Organizations, Destination Branding: Creating the Unique Destination Preposition, Eds. Morgan, N., Pritchard, A., Pride, R.,128-140.
• Picincu, A. (2018). The Importance of Marketing in Tourism, https://bizfluent.com/about-6584954-importance-marketing-tourism.html , Erişim Tarihi: 04.07.2021
• Pike, S. ve Page, S. (2014). Destination Marketing Organizations and Destination Marketing: A Narrative Analysis of the Literature, Tourism Management, 41, 202-227.
• Pike, S., Murdy, S. ve Lings, I. (2011). Visitor Relationship Orientation of Destination Marketing Organisations, Journal of Travel Research, 50(4), 443-453.
• Popesku, J. (2014). Social Media as a Tool of Destination Marketing Organisations, Sinteza 2014-Impact of the Internet on Business Activities in Serbia and Worldwide, 715-721.
• Pratminingsih, S., Rudatin, C. ve Rimenta, T. (2014). Roles of Motivation and Destination Image in Predicting Tourist Revisit Intention: A Case of Bandung: Indonesia. International Journal of Innovation, Management and Technology, 5(1)
• Pühringer, S. ve Taylor, A. (2008). A Practitioner's Report on Blogs as a Potential Source of Destination Marketing Intelligence, Journal of Vacation Marketing, 14(2), 177-187.
• Salehzadeh, R., Khazaei Pool, J. ve Soleimani, S. (2016). Brand Personality, Brand Equity and Revisit Intention: An Empirical Study of a Tourist Destination in Iran, Tourism Review, 71(3)
• Sharma, A. (2013). Destination Marketing: Hamper of Opportunities for Tourism Industry, International Journal of Management Sciences and Business Research, 2(5)
• So, S. ve Morrison, A. (2003). Destination Marketing Organizations Web Site Users and Nonusers: A Comparison of Actual Visits and Revisits Intentions, Information Technology & Tourism, 6, 129–139.
• Soteriades, M. (2012). Tourism Destination Marketing: Approaches Improving Effectiveness and Efficiency, Journal of Hospitality and Tourism Technology, 3(2), 107-120.
• Sotiriadis, M. (2021). Tourism Destination Marketing: Academic Knowledge, Encyclopedia, 1(1), 42-56.
• Statista Research Department. (2020). Domestic Tourism Expenditure in Turkey from 2012 to 2028, https://www.statista.com/statistics/644825/domestic-tourism-expenditure- turkey/ , Erişim Tarihi: 04.07.2021
• Statista Research Department. (2021a). Countries with the Highest Tourism Revenue Doss due to the Coronavirus (COVID-19) Pandemic from January to October 2020, https://www.statista.com/statistics/1221255/countries-with-the-highest-tourism-revenue-loss-due-to-covid-19/ , Erişim Tarihi: 04.07.2021
• Statista Research Department. (2021b). Annual Tourism Income in Turkey from 2001 to 2020, https://www.statista.com/statistics/920806/total-tourism-income-in-turkey/ , Erişim Tarihi: 04.07.2021
• Statista Research Department. (2021c). Travel and tourism in Europe - Statistics & Facts, https://www.statista.com/topics/3848/travel-and-tourism-in-europe/ , Erişim Tarihi: 04.07.2021
• Truong, T., Lenglet, F. ve Mothe, C. (2018). Destination Distinctiveness: Concept, Measurement, and Impact on Tourist Satisfaction, Journal of Destination Marketing & Management, 8, 214-231.
• Tsvetkov, T. (2019). 10 Destination Marketing Strategies to Help You Grow Quickly, https://pro.regiondo.com/destination-marketing-strategies/ , Erişim Tarihi: 04.07.2021
• Tussyadiah, I., Park, S. ve Fesenmaier, D. (2011). Assessing the Effectiveness of Consumer Narratives for Destination Marketing. Journal of Hospitality & Tourism Research, 35(1), 64-78.
• Uysal, M., Harrill, R. ve Woo, E. (2011). Destination Marketing Research: Issues and Challenges, Destination Marketing and Management: Theories and Applications, 99-112
• Wang, Y. (2008). Collaborative Destination Marketing: Understanding the Dynamic Process. Journal of Travel Research, 47(2), 151-166.
• Wang, Y. (2011). Destination Marketing and Management: Scope, Definition and Structures, CAB International Cambridge, CA, 1-20.
• Wong, J.Y., Lee, S.J. ve Lee, W.H. (2015). Does it Really Affect Me?’ Tourism Destination Narratives, Destination Image, and the Intention to Visit: Examining the Moderating Effect of Narrative Transportation. International Journal of Tourism Research,18(5), 458-468.
• Yuan, Y.L. ve Ho, C.I. (2015). Rethinking the Destination Marketing Organization Management in the Big Data Era. ASE BD&SI '15: Proceedings of the ASE BigData & SocialInformatics, Article no: 60, 1-5.