New Product Development and Marketing Strategies in Tourism: The Case of Kastamonu City Center Destination Cover Image

Turizmde Yeni Ürün Geliştirme ve Pazarlama Stratejileri: Kastamonu Şehir Merkezi Destinasyonu Örneği
New Product Development and Marketing Strategies in Tourism: The Case of Kastamonu City Center Destination

Author(s): Nagehan Büyükmehmetoğlu, Kutay Oktay
Subject(s): Marketing / Advertising, Tourism
Published by: Sakarya üniversitesi
Keywords: New Product Development; Marketing Strategies; Destination; Destination Marketing; Kastamonu;

Summary/Abstract: Destination marketing is a type of marketing that is aimed at introducing the attractive features of the region and attracting individuals who will visit a region for touristic purposes. It is possible to be successful in the tourism sector where competition is intense, by keeping the market alive and offering new products to the market. A destination can be successfully marketed by developing new products in line with the unique characteristics of a destination or by changing and differentiating the existing tourist destination.Kastamonu city center, which is the subject of the research, is located in the Western Black Sea Region which is an important region with its historical, cultural and natural beauties. The region has a certain tourism potential and tourist destinations. It is planned to direct the touristic resources in the destination of Kastamonu city center to form a new touristic product and to market the new touristic products to be created by using appropriate marketing strategies. In line with this aim, the findings obtained as a result of qualitative research were evaluated and various suggestions were developed.Interview technique, which is one of the qualitative research methods, was used in the research. The data obtained were subjected to content analysis. The research population is composed of academicians who have knowledge about innovation and marketing in the 1st International Sustainable Tourism Congress held in Kastamonu on 23-25 ​​November 2017. Semi-structured interview forms were applied to 20 academicians included in the sample. The interview form consists of 5 open-ended questions.The rapidly increasing competition in the world has made it obligatory to constantly renew tourism and to develop a conscious and correct strategy in marketing and to gain a place in the market.In the competitive environment of the tourism sector, destinations need to diversify their products and offer new products to the market in order to maintain their place. Considering that tourism mobility gains importance day by day, it is important that the destination that people choose in their travel preferences provide different products and services than other destinations. In addition, the fact that the product and service offered is marketed with the right marketing strategies is another important factor that will increase the awareness of the destination. Knowing that each destination has its own tourism attraction and that the destination is marketed in the most correct way by innovating and differentiating on the existing products and services will make the destination superior to its competitors.When the results of the research were evaluated, it was emphasized that although the opinions that Kastamonu tourism could be improved in the current marketing activities, it was emphasized that the studies aimed at the domestic and international market, the support of the media from the advertising point and the informative activities in terms of potential. In addition, the importance of market segmentation for young consumers and the use of promotion components for adult and third age groups has been expressed. It was emphasized that the promotion activities will be increased and the marketing activities will be supported with the participation of fairs and it will be marketed as a city brand.Kastamonu is a pioneering potential which has a very important place in terms of history, culture, faith, nature, winter and eco-tourism. Therefore, it can be considered as a tourism destination, the necessary features are available and studies can be done in this direction are among the suggestions. In addition, Kastamonu, culture, art, craftsmanship, local dishes and products are very rich in their views are dominant. In this respect, it is suggested that new products should be developed and existing products should be differentiated accordingly. In addition to these, it is suggested that summer season can be evaluated in terms of sea, sand and sun

  • Issue Year: 7/2019
  • Issue No: 3
  • Page Range: 653-676
  • Page Count: 24
  • Language: Turkish