Use of Events as a Tool for Solving Seasonality Problems: Case of Bozcaada
Keywords:
Seasonality, Event, Destination, Bozcaada, LadderingAbstract
One of the biggest obstacles in tourism sector and destinations is considered to be the seasonality problem. Due to this problem, public authorities, non-governmental organizations, businesses and researchers are striving to solve the problem of seasonality in the tourism sector. In order to overcome the seasonality problem, various events are organized to keep the level of demand for tourism extended into low season periods for destinations. Therefore, this study investigated the issue of how the events could be used as a tool to solve the problem of seasonality in the Bozcaada destination as a case study. For this purpose, an exploratory research was carried out by using the interview method for this study and this research approach aimed to contribute how to plan the events to solve the seasonality problem for destinations. The data were collected through the semistructured interviews from Bozcaada local authorities, non-governmental organization managers and tourism businesses managers from 4 April to 8 April 2016. Then, the collected data were analyzed by the laddering technique. As a result, this study concluded that the events could contribute to solving the problem of seasonality through a good planning process. This study further determined that it is important to classify the events with respect to the local demand and to determine the obstacles in organizing the events through their planning and implementing processes.
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