Destinasyon Pazarlaması Pazarlaması Yönetimine İlişkin Stratejik Bir Yaklaşım

Bu çalışmada, turistik destinasyonların istenilen düzeyde ve kalitede ziyaretçi çekebilmesi için oluşturulacak pazarlama yönetimine ilişkin yapılması gerekenler ele alınmıştır. Bu kapsamda, destinasyonda bir veri tabanının ve bilgi sisteminin oluşturulmasına ilişkin yaklaşımlar ve öneriler ortaya konmaktadır. Destinasyonun pazardan arzu edilen payı alabilmesi ve bu amaçla etkin bir pazarlama yönetim stratejisinin oluşturulabilmesi için yapılması gereken çalışmalar irdelenmektedir. Çalışmada turistik destinasyon kavramı, sınırları belirli olan turistik ürünlerin ve turizm çeşitlerinin yoğunlaştığı coğrafi mekan olarak sınırlandırılmıştır.

In this study, what should be done about marketing management formed to attract visitors to destination at desired level and quality is discussed. In terms of this, approaches and proposals related to setting up a data base and information system at destination are proposed. This study focuses on what is supposed to be done for the destination getting a desired share in the market and to setup an effective marketing management strategy on this purpose. The concept of destination means a place with a density of different tourism activities and products.

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