Müşteri Odaklı Pazarlama Kapsamında Engelli Turizmine Yönelik Teorik Bir İnceleme

Öz

Çalışmanın amacı, engelli turizm pazarını, sahip oldukları özellikler, istekler ve beklentiler doğrultusunda, müşteri odaklı pazarlama karması unsurları açısından incelemektir. Bu amaç doğrultusunda engelli bireylerin turizm ile olan ilişkilerinin daha iyi anlaşılması ve daha isabetli pazarlama çalışmalarının gerçekleştirilebilmesi hedeflenmiştir. Çalışmada öncelikle engelli bireylerin turizm ile olan ilişkileri ve pazarlama karması kavramı incelenmiş ardından konuya ilişkin akademik çalışmalar ışığında bu pazar grubu, müşteri odaklı pazarlama karması unsurlarının her biri için ayrı ayrı değerlendirilmiştir.

Anahtar Kelimeler

• Engelli Turizmi,Turizm Pazarlaması,Pazarlama Karması

A Theorical Study on Disabled Tourism with Customer Oriented Marketing

Abstract

The main aim of this research is analysing the disabled tourism market toward its characteristics, demands and supplies in terms of customer oriented marketing mix.To this end,  the aim of the study is to better understand the relationship between disabled tourists and tourism and also realizing more optimal  marketing mix. At first, the terms of the relationship between disabled tourists and tourism, and marketing mix were analysed and then this market segment was examined for each marketing mix elements by using previous literature. 

Keywords

• Disabled Tourism,Tourism Marketing,Customer Orianted Marketing Mix

Kaynakça

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