Turkey: Emerging as a Value-based Destination Amidst Economic Slowdown


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Case Details:

Case Code : MKTG234
Case Length : 23 Pages
Period : 2003-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Tourism Turkey
Industry : Tourism Industry
Countries : Turkey; Central Europe; Global

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Challenges

One of the biggest challenges for the Turkish government was to revive tourism in the South-East region of Turkey. This region was considered as a hub of cultural and religious monuments, but its tourism potential was affected by Kurdish terrorism in the area. Held under military control and a State of Emergency, the region was kept off-limits to all. The government planned to revive tourism in the region...

Outlook

Analysts opined that the future of Turkish tourism looked promising as the country was fast gaining popularity as a value-based destination and this might give it an advantage over rival destinations. It was reported that the MoT had allocated 115 million liras (approx US$ 68 million) for the promotion of Turkish tourism in 2009...

Exhibits

Exhibit I: Snapshot of Turkey
Exhibit II: Turkey Tourism Logo
Exhibit III: Country-wise Ranking Based on International Tourism Receipts
Exhibit IV: Budget Distribution for Year 2009
Exhibit V: Key Elements of Turkey's Promotional Strategy: 2009
Exhibit VI: The "Unlimited Turkey" Campaign
Exhibit VII: Distribution of Foreigners Arriving in Turkey by Years and Months:
January 2007-May 2009
Exhibit VIII: Distribution of Foreigners Arriving in Turkey by Nationalities in 2007-2009
Exhibit IX: Objectives of the Tourism Strategy of Turkey: 2023

  

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