土耳其觀光旅遊之促銷策略研究

Abstract

無中文摘要

ABSTRACT

In this study, the aims of Turkey’s tourism have been analyzed along with tourism revenues and the number of tourists over the past years. Then, the growth rates of the tourism revenues and the number of tourists were compared between different periods. After that, the change of tourism revenues was evaluated in terms of export. Finally, the development of Turkey’s tourism was evaluated in terms of its number of tourists, the rate of change in the number of tourists, tourism income, and the rate of change in tourism income. The purpose of the research is to put forward the realization of desired relationship between Taiwan and Turkey in the Tourism sector. The data set used in the study were taken from different national and international organizations.

The contribution of tourism sector in Turkey’s economy is increasing day by day. Turkey has been 6th in terms of the number of tourists in 2016 and 10th in terms of tourism income in the world with the investments towards tourism after 1980. By 2012, the rate of tourism towards the national income is 4% and the rate of tourism in export is more than 20%. Besides, the targets towards the development of tourism were determined in the beginning of 2000s. Although the targets were not completely reached, tourism was developed more systematically, either the number of tourists or the tourism income increased regularly and the financial, social and environmental effects of tourism seen well.

The aim of the study is to investigate the potential of successful and sustainable promotion of Turkey’s tourism in Taiwan. In particular, the study aims to: 1) investigate the relationship between country image and destination image, 2) analyze how familiarity with a country affects country image and destination image, 3) examine how country image affects international tourists’ destination evaluations when traveling within a country, and 4) determine concerns and barriers that prevent a destination from developing.