DESTİNASYON MARKALAMASINDA TEMEL KONULAR: SARIKAMIŞ KIŞ TURİZMİ DESTİNASYONU ÜZERİNE NİTEL BİR ÇALIŞMA
FUNDAMENTAL ISSUES ON DESTINATION BRANDING: A QUALITATIVE STUDY ON SARIKAMIS WINTER TOURISM DESTINATION

Summary/Abstract: In this study, it is aimed to determine the current situation on the branding of Kars / Sarikamis winter tourism destination which has a considerable potential for winter tourism and to evaluate the shortcomings from a stakeholder point of view. In this direction, a total of 16 stakeholders consisting of local authorities, private sector managers and academicians, who have knowledge, experience and managerial competence in tourism, were interviewed. Data for the study were obtained through face-to-face in depth interviews and content analysis was used to interpret the data obtained. As a result it was seen that Sarikamis has a great potential in terms of winter tourism, but has not been able to move its potential to the expected level. In addition, the study revealed also stakeholder group’s proposals for the development of the region in terms of winter tourism, in particular.

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