‘Analysing Turkey’s National Tourism Organisation with Insight to Its’ Current and Future Plans’
‘Analysing Turkey’s National Tourism Organisation with insight to its’ current and future plans’
Introduction
In a moment when European destinations are undergoing an economic slowdown, Turkey is emerging as a value-based destination. The tourism sector in Turkey has grown rapidly and now constitutes an important part of the economy of Turkish towns and cities. ‘In addition to the sea-sand-sun tourism, Turkey offered alternative forms of tourism such as winter, highland and health tourism, as well as nature sports, making it one of the most preferred tourist destinations across the world.’ (NA 2009:1)
With the globalisation, countries wishing to increase their international tourism have been forced to expand their product-markets. ‘A country wants to enter foreign market to “take advantage of market potential by expanding there and to learn from customers and competitors in a leading market”’. (Johansson 2009:99) According to Cavusgil in 1981, and Kumar and Joachimsthaler in 1994 the development of market entry strategy involves three steps: screening stage, identification stage and selection stage. This strategy helps identify possible candidates to create strategic alliances with.
Therefore, this report will analyse Turkey’s Tourism Organisation, discuss its choice of branding and will attempt to evaluate the current strategy adopted. It will end by recommending any re-branding for Turkey’s future viability and success.
Role of the National Tourist Organisation (NTO)
The main role of a NTO is to market a country as an international tourist destination, therefore increasing the number of visitors to the destination promoted. They usually have headquarters in their home country, as well as offices throughout the world. This depends on the importance they allocate to international tourism in respect to the domestic one. Some NTO’s have a role when helping the government create policies and products that affect tourism. ‘A National Tourist Office
Introduction
In a moment when European destinations are undergoing an economic slowdown, Turkey is emerging as a value-based destination. The tourism sector in Turkey has grown rapidly and now constitutes an important part of the economy of Turkish towns and cities. ‘In addition to the sea-sand-sun tourism, Turkey offered alternative forms of tourism such as winter, highland and health tourism, as well as nature sports, making it one of the most preferred tourist destinations across the world.’ (NA 2009:1)
With the globalisation, countries wishing to increase their international tourism have been forced to expand their product-markets. ‘A country wants to enter foreign market to “take advantage of market potential by expanding there and to learn from customers and competitors in a leading market”’. (Johansson 2009:99) According to Cavusgil in 1981, and Kumar and Joachimsthaler in 1994 the development of market entry strategy involves three steps: screening stage, identification stage and selection stage. This strategy helps identify possible candidates to create strategic alliances with.
Therefore, this report will analyse Turkey’s Tourism Organisation, discuss its choice of branding and will attempt to evaluate the current strategy adopted. It will end by recommending any re-branding for Turkey’s future viability and success.
Role of the National Tourist Organisation (NTO)
The main role of a NTO is to market a country as an international tourist destination, therefore increasing the number of visitors to the destination promoted. They usually have headquarters in their home country, as well as offices throughout the world. This depends on the importance they allocate to international tourism in respect to the domestic one. Some NTO’s have a role when helping the government create policies and products that affect tourism. ‘A National Tourist Office
References: • Morgan, N., Pritchard, A., Pride, R. (2004) ‘Destination Branding’, Elsevier Publisher, 2nd edition, chapter 4 • MOT (2010) ‘Republic of Turkey Ministry of Culture and Tourism’, Available from www.kultur.gov.tr/EN (Accessed 14th March 10)