Istanbul's Position as a Financial Center: An Empirical Analysis

Ipek Cebeci
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Ipek Cebeci: Giresun University, Giresun, Turkey

International Journal of Business and Economic Affairs (IJBEA), 2016, vol. 1, issue 1, 1-5

Abstract: This academic journal discusses the destination marketing strategies for Chanthaburi, a province inThailand. The province will be accredited as the hub of diverse resources with suciency economy tourism plans toproduce bene ts for the national economy, and to promote the cultural, social and economic development of the localcommunities by increasing the standard of living and enhancing the quality of life. The marketing strategies focus onbuilding the right image and perception in the visitor's mind, by improving the awareness of the destination and thequality of the natural resources and services by employing a range of strategies. The research process involved collectingsecondary data from various theories in tourism marketing as well as primary data from observation. The sourcesof information are tourism journals and textbooks, including relevant information to develop marketing strategies forChantaburi. The theoretical and practical implications include the destination area life cycle, (Strengths, WeaknessesOpportunities, Threats) SWOT analysis and the tourism marketing mix, which can be applied in advanced strategies.The tourism product o er should be developed to target allo-centric to mid-centric types of tourist, as well as newinternational travelers who wish to be socially and environmentally responsible, by setting competitive prices in themarket and by using e-marketing as an information distribution channel. The promotion strategies focus on buildingcustomer awareness and creating interest in the target market. There is the need for training of service provider sta topossess the spirit of hospitality, service recovery skill, communication skill, and to perform the services beyond guests'expectations. The packaging and programming can be inclusive and o er added value to potential customers. However, itneeds to deal with some challenges in marketing development in Chanthaburi with regard to the economic conditions, thelack of superstructure and infrastructure, the competitive situation, and environmental issues which should be addressedwhen developing marketing strategies in the future.

Keywords: Tourism marketing; Destination marketing; Tourism marketing mix; Destination branding (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aya:ijbeaa:2016:p:1-5

DOI: 10.24088/IJBEA-2016-11001

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