Paper Summary:

An in-depth paper about the need to produce a brand for Turkey, which can be marketed internationally as the tourist attraction of the country.

1. Introduction.
2. Background and Trends
3. Government Policies Towards Industry
4. International Tourism Marketing
4.1. Turkey as a Tourism Destination
4.2. Market Segmentation
4.3. Marketing Communication
5. TTO's Branding Strategy and the Core Values
6. Brand Personality and Identity
7. Impact of European Union Policies
8. The Challenge of External Environment Policy
9. Conclusion

From the Paper:

"During the last four decades tourism has become one of the world's largest and fastest growing industries. As an industry, tourism in 1996 directly and indirectly generated and supported 204 million jobs world-wide, equivalent to more than 10% of the world's workforce - a figure which is forecast to rise to over 11% during the first years of the new millennium. Tourism is in other words of great economic importance and new "tourism areas" are constantly being developed, implying that consumers have even more destinations available to choose from when going on vacation. Moreover, people are traveling increasingly, among other things due to more flexible working hours and rising levels of disposable income. Furthermore, transportation networks have become more efficient which makes it possible to travel to any destination in the world within relatively few hours. The growing importance of tourism implies that national tourism boards around the world face intensive competition in the battle of attracting tourists. Hence, tourism marketers are faced with the challenge of developing new and different marketing strategies that will differentiate a destination from its competitors."

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