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Türkiye kültürel turizmi için Güney Kore pazarında uluslararası pazar giriş stratejisi ve taktik plan geliştirilmesi

Developing an international market entry strategy and tactical plan for the cultural tourism of Turkey in South Korea market

Journal Name:

  • Uluslararası İnsan Bilimleri Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Since international tourism market is more competitive and lucrative, most of countries want to give their emphasis on their marketing activities in order to increase their market share. This aim can be achieved either through the product diversification or penetrating new markets. In this regard, this paper primarily focuses on developing market entry strategy and tactical plan for cultural tourism of Turkey in South Korean market. After the justification of South Korean outbound tourism based on analysis of political, legal, economical, and technological factors, marketing strategy including segmentation, targeting, positioning, and marketing objectives are dealt with in this article. Then, a marketing mix based on 7P is suggested for Turkish cultural tourism. Finally, recommendations for Destination Marketing Organization of Turkey are suggested.
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Abstract (Original Language): 
Uluslararası turizm pazarı çok daha fazla kazançlı ve rekabetçi olduğu için pek çok ülke pazar paylarını arttırmak için pazarlama faaliyetlerine ağırlık vermek istemektedirler. Bu amaç ürün çeşitlendirilmesi ya da yeni pazarlara giriş yoluyla elde edilebilir. Bu bağlamda bu makale esas olarak Türkiye kültürel turizmi için Güney Kore pazarında pazar giriş stratejisi ve taktik plan geliştirilmesini amaçlamıştır. Güney Kore pazarının politik, yasal, ekonomik ve teknolojik etmenler temelinde gerekçelendirilmesinin ardından segment/bölümlendirme, hedef pazar, pozisyon belirlenmesi ve pazar amaçları ele alınmaktadır. Daha sonra Türkiye kültürel turizmi için pazarlama karışımı 7P esas alınarak önerilmiştir. Nihayet, Türkiye destinasyon pazarlama organizasyonu için önerilere de yer verilmiştir.
FULL TEXT (PDF): 
PDF icon arastrmx_161047_6_pp_487-508.pdf
  • 1
487-508
  • Turkish

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