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Brand destination positioning is one of the most significant marketing concepts that is based on managing business ideas to differentiate them from the competition. Its initial goal is to strengthen associative connections and attract new clients by creating an interesting name, providing simple but informative slogans, and sharing clear statements with value propositions (Pike & Page, 2014).
Each country is free to develop their destination branding ideas and positioning to stabilize their economies, improve their international relationships, and offer a variety of services depending on their geographical or cultural peculiarities. After certain economic and political challenges, Turkey supports a positive atmosphere for the development of tourism marketing with no panic or protests (Nsehe, 2018). In this paper, Turkey destination’s brand positioning will be identified and explained by creating a place where people can forget about their troubles and differentiating their destination from the competition.
Destination Brand Positioning Preparation
There is no need to hide the truth that Turkey is the country where low-income tourists can spend their vacations. It is a source of cheap sand, sun, and sea for people regardless of their financial opportunities and demands. During the last several decades, the task of managers and marketers was the discovery of Turkey’s potential and the creation of a national image (Nas, 2017). As a result, coastal areas have considerably been increased, influencing communication activities and marketing campaigns. It is high time to introduce new destination brand positioning with an image that underlines the uniqueness of Turkey among competing countries.
Destination Brand Positioning
It is not necessary for a tourist to love Turkey and its people. What means is to come to this country and not to lose an opportunity to develop new relationships and fall in love in that unforgettable journey. As almost every relationship between people, this love story may have its positive and negatives and a tourist should be prepared for it. Memorable mornings and unpredictable evenings, impressive landscapes, and alluring sea waves – all this will be a part of the relationships every guest can create with Turkey. It is the place where history and reality are closely intertwined with each other to prove that all these emotions and feelings are real and stay forever.
Evaluation of Destination Brand Positioning
In this destination Turkey brand positioning, special attention is paid to a human factor and the desire to focus on the relationships between a person and a country. There is no need to underline the financial aspects of tourism but to underline what people can get when they decide to visit Turkey. It may not be love at first sight, but it will be a journey to remember. The tourist perspective includes an opportunity to learn the history of the country and visit its places of interest, as well as to enjoy comfort.
Destination vs. Competition
This destination differentiates from competition because of the chosen objective positioning. It includes the description of several objective attributes, emotions, and attitudes towards one single physical product – a ticket to Turkey. This country is the place where people can find out the necessary portion of happiness and peace. Turkey aims to satisfy human needs and desires but not to offer something other countries do. This is how the differentiation between the chosen destination and competition can be explained and proves that Turkey is a place for people to relax and entertain.
Nas, A. (2017). Branding and national identity: The analysis of “Turkey: Discover the potential” campaign. Bilig – Turk Dunyasl Sosyal Bilimler Dergisi, 83, 201-224.
Nsehe, M. (2018). Why Turkey’s economy is rising and what it means for trading partners in Africa: An interview with Nihat Zeybekci. Forbes. Web.
Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227. Web.