The role and potential of marketing communications in the Turkish domestic tourism market

This is a qualitative study of marketing communications in the Turkish domestic tourism market: a sector still in its "infancy" in comparison with many other countries, but with substantial growth potential. The rationale for the research lies in its contribution to knowledge and understanding from an academic perspective and its applied relevance to marketing communications initiatives in the world of practical management. An extensive international literature review in the areas of tourism management, marketing communications and consumer buying behaviour was undertaken and its relevance and transferability to Turkey examined critically in the light of the Qrimacy research findings. This secondary research was supplemented by a comprehensive primary data collection process, during which the data collection methods were triangulated. The field research comprised initial exploratory interviews with tourists, key informant interviews, observations at travel agencies, focus group studies and final interviews. This data illustrated how consumers collect and process information, when making holiday decisions and evaluated the role and potential of marketing communications in the Turkish domestic tourism market. Based on the ownership structure of travel agencies, and the stage of development of the sector, the thesis establishes the lack of a marketing orientation amongst travel agencies, and the effect this has on the way that these businesses carry out their marketing communications activities. Although the role and potential of sales staff, brochures and the Internet is examined, the main focus is on the role of holiday newspaper advertisements in the consumer decision making process. The thesis establishes that gender has a significant influence on the reasoning process determining holiday choices. The research examines the implications of this, and suggests that marketing communications stimuli should take these influences into account. A set of guidelines and recommendations are offered to improve the effectiveness of the marketing communications activities of travel agencies.

Grantor dc:publisher

Oxford Brookes University

Year dc:date

2000

Author dc:creator

• Koc, Erdogan

Statement dc:rights

• All rights reserved

Language dc:language

en

DOI dc:identifier

https://doi.org/10.24384/zyhd-4f67

OAI identifier oai:identifier

tle:4dbe7770-2337-414b-b40d-b6fbd9cfbe7c:d6bd9758-527a-46cd-bfe2-c433766e8fca:1