BÖLÜM


DOI :10.26650/B/SSc4.2024.36.005   IUP :10.26650/B/SSc4.2024.36.005    Tam Metin (PDF)

Paket Tur Pazarlaması

Barbaros Hüsamoğlu

Güncel teknolojik gelişmelerle birlikte dijital dönüşüm gerekliliği ve değişen turist beklentileri karşısında seyahat acentalarınını artan rekabet ortamında varlıklarını sürdürmeleri için çeşitli pazarlama yöntemlerini yeniden tasarlaması gerekmektedir. Bu bölüm, seyahat acentalarının hazırladığı paket turların pazarlama stratejilerini geliştirmelerine yardımcı olacak kavramsal bir çerçeve sunmaktadır. Ayrıca, satış kanalları, geleneksel ve modern pazarlama yöntemlerinin paket tur pazarlaması sürecinde nasıl kullanılabileceği bu bölümde açıklanmaktadır. Bölümün, seyahat sektörü için paket turun pazarlama faaliyetlerine, hizmetlerin iyileştirmesine, reklam ve satış kanallarının genişletilmesine bir rehber olarak katkıda bulunması beklenmektedir.


DOI :10.26650/B/SSc4.2024.36.005   IUP :10.26650/B/SSc4.2024.36.005    Tam Metin (PDF)

Package Tour Marketing

Barbaros Hüsamoğlu

Given the current technological advancements, the requirement for digital transformation and changing tourist behaviour, travel agents shoulde re-design their marketing techniques, to endure in the highly competitive market. This chapter offers a conceptual framework that will develop their marketing strategies for package tours. Additionally, it clarifies how raditional and modern marketing methods with distribution channels can be employed in the process of marketing packaged tours in this chapter. It is expected that this chapter will contribute to the marketing activities of packaged tours in the travel industry, improvement of services, and expansion of advertising and sales channels, as a guide.



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PAYLAŞ




İstanbul Üniversitesi Yayınları, uluslararası yayıncılık standartları ve etiğine uygun olarak, yüksek kalitede bilimsel dergi ve kitapların yayınlanmasıyla giderek artan bilimsel bilginin yayılmasına katkıda bulunmayı amaçlamaktadır. İstanbul Üniversitesi Yayınları açık erişimli, ticari olmayan, bilimsel yayıncılığı takip etmektedir.