Marketing philosophies - Evidence from Turkey

    Authors

    C. Tosun; F. Okumus;A. Fyall

    Comments

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    Abbreviated Journal Title

    Ann. Touris. Res.

    Keywords

    marketing; philosophies; developing countries; Turkey; TOURISM; CHALLENGES; IMPACT; Hospitality, Leisure, Sport & Tourism; Sociology

    Abstract

    This paper provides empirical evidence of the application of various marketing management philosophies by tourism organizations in Turkey. Those studied had the greatest tendency toward product-oriented marketing and the least orientation toward societal marketing. The findings reveal that competency, availability of financial resources, and characteristics of the country's business environment influence the application of marketing management philosophies in organizations. A deeper analysis of the internal and external environments is thus essential to understanding the challenges in following more customer-oriented and societal considerations at a destination. This paper discusses whether marketing practices developed in Western countries can be applied in a developing country and why organizations in such countries may fail to practice these marketing practices.

    Journal Title

    Annals of Tourism Research

    Volume

    35

    Issue/Number

    1

    Publication Date

    1-1-2008

    Document Type

    Article

    Language

    English

    First Page

    127

    Last Page

    147

    WOS Identifier

    WOS:000254140100007

    ISSN

    0160-7383

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