Developing an international market entry strategy and tactical plan for the cultural tourism of Turkey in South Korea market

Authors

  • Faruk Alaeddinoğlu
  • Ali Selçuk Can

Keywords:

International marketing, Turkish cultural tourism, marketing strategy, marketing mix, Destination Marketing Organisation

Abstract

Since international tourism market is more competitive and lucrative, most of countries want to give their emphasis on their promotional activities in order to increase their market share. This aim can be achieved either through the product diversification or penetrating new markets. In this regard, this paper primarily focuses on developing market entry strategy and tactical plan for cultural tourism of Turkey in Korean market. After the justification of Korean outbound tourism based on analysis of political, legal, economical, and technological factors, marketing strategy including segmentation, targeting, positioning, and marketing objectives are dealt with in this article. Then, a marketing mix based on 7P is suggested for Turkish cultural tourism. Finally, recommendations for Destination Marketing Organisation of Turkey are suggested.

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Author Biographies

Faruk Alaeddinoğlu

Assist. Prof. Faruk ALAEDDİNOĞLU: He is working at the Van Yuzuncu Yil University Faculty of Arts and Sciences Department of Geography at the moment. He is currently interested in Tourism Geography (Culture and Nature Based Tourism), Planning, Geographic Information Systems (GIS), and City Geograhy. He has been worked in 4 scientific project (3 of them is currently continuing), published 14 articles both national and international journals,  and submitted 13 papers in domestic and international conferences.

Ali Selçuk Can

Ali Selcuk CAN has been working in Ministry of Culture and Tourism in Turkey since 2002 as a tourism controller position now. He completed his bachelor degree at Ankara University The Faculty of Political Science from Finance in 2000. He graduated Master of Business Administration Program from University of Wolverhampton Business School in the United Kingdom with sponsorship of that Ministry in 2009. He is currently interested in cultural and nature-based tourism, travel intermediaries, tourism marketing, and destination image. As a co-writer, he has  two scientific articles published in the national and international journals so far and currently working in a scientific project supported by Yuzuncu Yil University as a project expert.

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Published

2009-03-10

How to Cite

Alaeddinoğlu, F., & Can, A. S. (2009). Developing an international market entry strategy and tactical plan for the cultural tourism of Turkey in South Korea market. Journal of Human Sciences, 6(1), 487–508. Retrieved from https://j-humansciences.com/ojs/index.php/IJHS/article/view/617

Issue

Vol. 6 No. 1 (2009)

Section

Geography

License

Uluslararası İnsan Bilimleri Dergisi ISSN:1303-5134
International Journal of Human Sciences ISSN:2458-9489
 
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