A comprehensive and comparative study of strategies for international tourism and its marketing with special reference to Turkey.

Abstract

International tourism, as an invisible export product, has been growing considerably with its many economic, socio-cultural and environmental impacts on both tourist importing and exporting countries in the world. The unique and multifaceted characteristics of this product make it necessary for the countries concerned to take a comprehensive approach to its production, control and dynamic marketing in harmony with the overall socio-economic development of the country. This study describes and analyses the tourism product and its overall impacts and provides a conceptual, corporate planning model in which not only developing countries but all can find a background. The study goes through four main stages of which the first is the theo-rectical analysis of the tourism industry, its conceptual background, its growth, factors affecting the growth and its overall effects, particularly on developing countries. It then proceeds to the second part with the planning and control of tourism development, and to the marketing of the tourism product. It evaluates the developments in these fields on a comparative basis. The third part of the study begins with an overall picture of the Turkish economy in detail, together with social and political considerations, identifying problems of and prospects for development. It then goes on to provide a thorough examination of both the demand for, and supply of the Turkish tourism product, illustrating how the theoretical model set in the first and second parts could be used in analysing the data. Effectiveness of Turkey's tourism policies is measured, where possible on a comparative basis, identifying main problems and possible solutions. The conclusions of the detailed analysis are given in the fourth and final part of the study in order that policies for a healthy development of international tourism in developing countries and in Turkey particularly, may be formulated and hence followed.

Date of Award	1982
Original language	English
Awarding Institution	University of Bath