Marketing Turkey as a tourist destination in the United Kingdom
The general purposes of this study were to examine the British tour operator's familiarity with Turkey and analyse what image and expectations British tourists have about Turkey as a tourist destination, as well as their experience and satisfaction with the country. Two studies were conducted in order to test hypotheses. The first study was on British tour operating companies offering Turkey as a tourist destination in the UK. The second study was applied over a three-month period in Turkey on British tourists returning from Turkey. The majority of the tour operators are familiar with Turkey as a tourist destination, which is perceived as a destination to be visited mainly for its good weather together with value for money and the historic attractions. Generally, British tourists expressed high degrees of satisfaction with their holiday experience in Turkey. They were satisfied with most services offered, attractions visited and prices paid. "Good weather" "warm, friendly people" "plenty to do and see" were ranked as the three most important reasons and expectations for travelling to Turkey. British tourists mainly viewed Turkey as a sun, sea and sand destination. However. "to visit a newly fashionable destination' seemed to be of no importance for the British tourist. Overall, this research has provided some perspectives for understanding tourism marketing issues. It is expected that this study can provide useful reference for Turkey in its effort of marketing tourism. The study provides useful empirical data and information that enable the marketers of Turkey to see certain areas for feasible improvement in order to maintain andlor increase their customers' satisfaction.