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Tourism Marketing: Pleasure and Leisure in Turkey Research Paper

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Updated: May 22nd, 2021

Turkey is a famous tourist destination that is popular among many tourists all over the globe. One particular feature of the country that attracts many tourists is the diversity of experience. While some might enjoy a quiet beach vacation, those who prefer an active lifestyle will also find many exciting opportunities in Turkey. The present paper will outline the international and domestic markets for pleasure and leisure in Turkey, including hospitality, shopping, dining, and sports.

Hospitality

The hospitality market in Turkey is particularly prominent due to the popularity of this country among tourists. The number of international tourists in Turkey was 12.2 million in 2017 and has been growing for the past year (EY Turkey, 2017).

The number of hotel rooms available in Turkey has also increased between 2014 and 2017 and is estimated to be about 15,000,000 in 2018 (EY Turkey, 2017). Turkey has a large number of international hotel chains operating in various cities, such as Hilton, Novotel, and Mariott. However, it also has a well-developed domestic hospitality market, with thousands of Turkish hotels and hotel chains in operation (EY Turkey, 2017). The size of both hospitality markets in Turkey has a positive effect on tourism because it enables customers to choose a hotel that suits their needs, budget, and personal preferences.

Shopping

The retail market in Turkey is also large and diverse, which plays an essential role in attracting tourists to the country. There are three critical forms of retail in Turkey: shopping malls, standalone shops, and markets.

Markets and independent shops usually sell domestically produced items, including furniture, accessories, clothing, and food (Arslan, 2018). Shopping malls, on the other hand, offer a mixture of domestic and international brands, thus catering to the needs and preferences of a variety of customers (Arslan, 2018). For tourists, shopping for locally produced goods in Turkey is more attractive due to low prices and significant variability. As a result, the domestic retail market remains more prominent than the international one, contributing to the growth of the retail sector in the country.

Dining

Dining experiences in Turkey are diverse and suit a variety of customer preferences. There is a broad range of local foods available in restaurants and markets. However, many restaurants serve European or Western cuisine. Most of these businesses are locally owned and operated, and few international chains are popular in Turkey. Most of these are fast-food restaurants, such as Burger King, McDonald’s, or Carl’s Junior. Therefore, although the dining market in Turkey is diverse, the vast part of this market is domestic, and international businesses in this sector are normally limited to fast-food chains.

Sports

Turkey offers a variety of sports and activities for active traveling. Water sports are particularly popular among tourists because they are offered throughout popular tourist destinations in the country. For instance, diving or water-skiing provides entertainment for tourists in Alanya, Kemer, and most other famous locations. Similar to other markets in the tourist sector, the sports market is mostly domestic. Although it is owned and operated by local people, it can rely on international suppliers for equipment. The U.S. Commercial Service (2014) reports that the leisure boat market in Turkey mostly uses boats supplied by Italy, the United States, and France, with some influence of the United Kingdom and Germany.

Conclusion

Overall, pleasure and leisure markets in Turkey are highly popular among tourists with different tastes and preferences. The four most prominent markets in these sectors are hospitality, retail, dining, and sports. Except for the hospitality market, they are mostly owned by local people, but some rely on international suppliers for equipment. Based on the analysis, it is evident that the tourism sector in Turkey also influences the growth of pleasure and leisure markets, since travelers often use products and services provided by these markets to enhance their experiences.

References

Arslan, Z. (2018). Leisure as distinction in the Turkish middle class: Nursing babies, collecting a trousseau, meeting at the malls, or surfing? In I. Modi & T. J. Kamphorst (Eds.), Mapping leisure: Studies from Australia, Asia and Africa (pp. 191-219). Singapore: Springer.

EY Turkey. (2017). Tourism market overview: Turkey & Istanbul. Web.

U.S. Commercial Service. (2014). . Web.

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IvyPanda. 2021. "Tourism Marketing: Pleasure and Leisure in Turkey." May 22, 2021. https://ivypanda.com/essays/tourism-marketing-pleasure-and-leisure-in-turkey/.

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IvyPanda. (2021) 'Tourism Marketing: Pleasure and Leisure in Turkey'. 22 May.

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