Destinasyon Pazarlamasının Yerel Kalkınmaya Etkileri: Şanlıurfa Örneği (Effects of Destination Marketing on Local Development: Example of Şanlıurfa)

Abstract

While the escape from mass tourism has been directed to alternative types of tourism, the supply of destinations that play a key role in the development of regions has gained importance. In this sense, in order to ensure sustainable economic development, local managers, entrepreneurs and non-governmental organizations should make strategic plans for destinations marketing. Thus, the money left by tourists coming to the region will play an important role in reducing regional imbalances in terms of country-based economy. As a matter of fact, the tourism industry can act as a locomotive in the economic context in the regions having touristic values. Therefore, tourist values should be given priority for destinations. The aim of this study was to investigate the effects of target marketing on local development and was designed as a qualitative research. The research data were obtained by using face-to-face technique from qualitative data collection techniques of some local government representatives, non-governmental organizations and some private sector representatives in Şanlıurfa. The study is based on the study of Şanlıurfa destination in terms of economy, brand value and image, promotion-marketing, environment and importance level. According to the findings of the research, it is concluded that tourists should be treated fairly, especially in terms of brand image, and in the context of environment, it has been concluded that accelerating urbanization in districts adversely affects sustainability. In the light of the findings, some suggestions were tried to be developed for local governments, NGOs and private sector representatives.