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C/T/93. Dissertation. Umbrella Branding for Turkey

WORDS:
18700
DATE:
2009
PRICE:
189.99 GBP

The dissertation investigates the features that can be used to promote Turkey as a cultural destination conducting a case study of British customers' perceptions and attitudes of towards Turkey, and developing a suitable umbrella branding strategies to promote Turkey as a cultural destination. Literature is reviewed on the theory of branding and destination marketing. The methods of the research include primary data collected through a focus group interview and questionnaire. Research findings are discussed indicating that Turkish cities that have gain popularity from tourists, i.e. Istanbul, Pamukkale, Gallipoli and Cappadocia. The destination is evaluated along the lines of pricing, product quality, product availability and marketing communication campaign. Conclusions are made about the potential of Turkey as a cultural destination.

 

KEYWORDS: Dissertation, Turkey, destination marketing, umbrella branding, travel and tourism, hospitality,

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