Festivals and destination marketing: An application from Izmir City
Journal Title: Journal of Tourism, Heritage & Services Marketing - Year 2019, Vol 5, Issue 1
Abstract
Festivals are among the growing global city and destination attraction factors and they are very trendy. Studies indicate that there is a direct relationship between the successful organizations of festivals and the number of visitors and tourism income of a city destination. Thus, festival marketing efforts usually have a direct impact on city marketing efforts. Due to this fact, the study tries to figure out the festival marketing potential of Izmir city that seems to lag behind the general tourism development pattern of Turkey contrary to the great potential it has. The study comprises of two main sections, first one being a literature review on festival marketing, followed by the second section on a qualitative research on Izmir’s festivals and their marketing potential. It tries to determine the positive impacts of Izmir’s festivals on destination marketing and by grouping and categorizing them under similar characteristics figuring out the most promising ones. The research consists of four open-ended interview questions on festivals held in Izmir city. As practical implications, Destination Management Organizations, Destination Marketing Organizations, destination and city marketers, festival managers and destination tourism developers may benefit from the findings of this study.
Authors and Affiliations
Ige Pirnar, Sinem Kurtural, Melih Tutuncuoglu
Keywords
Related Articles
- EP ID EP546341
- DOI 10.5281/zenodo.2640987
- Views 71
- Downloads 0
Festivals and destination marketing: An application from Izmir City
Festivals are among the growing global city and destination attraction factors and they are very trendy. Studies indicate that there is a direct relationship between the successful organizations of festivals and the numb...
Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising
From five-star hotels and Michelin Star restaurants, few industries signal their quality and unique selling points through the use of third-party seals like tourism. However, despite using seals and certifications in adv...
Gastronomic tourism and the creative economy
The objective of this study was to better understand the relationship between gastronomic tourism and the creative economy. In the last years, there has been a solidification of gastronomy as the main motive to carrying...
Effects of co-creation in a tourism destination brand image through twitter
The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made...
Tourism multipliers in the Mexican economy
This paper presents an analysis of the multiplier impact generated by the tourism sector in Mexico in the year 2013. The importance of studying this sector, in particular, lies in its contribution to the National GDP of...