A Research about the Impacts of Economic Crisis on Destination Marketing: Istanbul Example
The objective of this study is to offer the alternative policies and strategies in the context of destination marketing which would be followed by the destination management organizations and touristic businesses in marketing their services and products to minimize the impacts of the economic crisis on touristic destinations when the probability of economic crisis is high, and to contribute to the studies that have been done on this issue. The questionnaire method was chosen to collect the data in this study. Sample questions were presented via Five-point Likert and Category Scales. The number of tourism agents operating in Turkey is 5,801, and 2000 of those, that is 33.6%, are in Istanbul. Therefore, considering the time constraint, number of travel agencies in Istanbul constitutes our study population. The study sample is 300 Type A, B, C tourism agencies in Istanbul selected by simple random sampling method and corresponding to 15% of the study population. The data obtained was analyzed in computer environment by using SPSS for Windows package program. Demographic data obtained from survey was subjected to frequency analysis; appropriate data was subjected to the Chi-square test.
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