INTERNAL DESTINATION MARKETING: A CASE STUDY

Yıl 2019, Sayı: 36, 117 - 129, 22.07.2019

Gökçe Özdemir

https://doi.org/10.30794/pausbed.455830

Öz

Because marketing of destinations requires a collaborative approach based on a destination’s complex and nested nature, Destination Marketing Organisations (DMOs) aim to facilitate this notion. A DMO that is a non-party organisation and represents the tourism industry acts as a glue in terms of creating a favourable destination experience that attracts both tourists and investors. That glue among the stakeholders requires internal destination marketing (IDM) as a strategic tool to generate established support and a powerful synergy at the same time. This study will outline the dimensions of IDM by conducting qualitative analysis through a case study. 

Anahtar Kelimeler

Internal Marketing, Destination Marketing, Destination Marketing Organizations

İÇSEL DESTİNASYON PAZARLAMASI: BİR ÖRNEK OLAY ÇALIŞMASI

Öz

Destinasyonun içiçe geçmiş karmaşık yapısı dolayısıyla pazarlanması işbirliği gerektirdiğinden, Destinasyon Pazarlama Örgütleri bu amacı gerçekleştirmeye yarayan üst yapıyı temsil etmektedir. Tarafsız bir örgüt olarak destinasyon pazarlama örgütleri turistleri ve yatırımcıları destinasyona çekecek, aynı zamanda doğru bir destinasyon tecrübesi yaratacak işbirliği çalışmalarını yürütmektedir. Bu çalışmaları yürütürken paydaşların desteklerini almak ve güçlü bir sinerji yaratabilmek için içsel pazarlamaya ihtiyaç duyulmaktadır. Bu çalışma, içsel destinasyon pazarlama kavramını bir örnek olay çalışması ile açıklamayı amaçlamaktadır.

Anahtar Kelimeler

İçsel Pazarlama, Destinasyon Pazarlaması, Destinasyon Pazarlama Örgütleri

Kaynakça

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