A study on desktop publishing and digital applications used in publicity and advertisement strategies in tourism in Turkey

Yıl 2017, Cilt: 3 Sayı: 1, 43 - 51, 08.03.2017

Gülay Bulgan Yasemin Duran

https://doi.org/10.24288/jttr.296821

Öz

Tourism is one of the important sectors which
play a significant role in supporting economic development in Turkey just as in
many other countries. Turkey is a country which has made vigorous efforts in
order to develop tourism sector. Within this contex, Turkey is continuing to
develop fast by concentrating on areas such as investment, publicity, marketing
in tourism. It is seen that various publicity and advertisement campaigns are
being carried out in Turkey in order to publicize the country and make it a
brand in tourism. Distances between countries have decreased as a result of the
globalization and technological developments in the recent years, which has led
countries to tend towards new types of tourism in order to gain advantages and
new markets. Therefore, countries have started to attach importance to
publicity and advertisement campaigns. This is the main cause of the macro
level competition being experienced between countries in tourism sector. The
countries which aim to increase their market shares in this competitive
environment have concentrated on publicity and advertisement campaigns.

The advertising activities used by Turkey in
tourism are greatly diversified thanks to the different methods and means
employed. This study seeks to bring to light the activity performance of these
practices by evaluating the new strategies of publicity and advertisement
campaigns used in tourism sector in Turkey. This study includes domestic and
foreign literature reviews. In addition, the activity report for 2015 of the
Ministry of Culture and Tourism, the data provided by State Planning
Organization and Turkish Statistical Institute were studied. The study contains
the outstanding examples of new publicity activities which have developed as a
result of the technological developments witnessed in Turkey in the recent
years.

Anahtar Kelimeler

Turkey, tourism sector, advertisement

Kaynakça

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