AN ASSESSMENT OF PRIOR DESTINATON CHARACTERISTICS IN CANAKKALE: AN A’WOT APPLICATION
ÇANAKKALE’DE UYGULANMASI GEREKEN ÖNCELİKLİ DESTİNASYON STRATEJİLERİNİN BELİRLENMESİ: A’WOT UYGULAMASI

Author : Mustafa BOZ -- Ezgi KARAKAŞ
Number of pages : 337-350

Abstract

In the globalization world and increasing competitive, destination marketing and strategic decision period have been a capital importance for tourism. Also, gaining a competitive advantage as a destination could be possible when the attractiveness of destination is identified and evaluated at first. In order to improve a destination in the fastest way, it is also quite important to prioritize the specified attractiveness of destination. Then, the prior strategic steps which should be taken could be identified. In this study; Çanakkale, having a quite significance with its historical, cultural and natural resources, is analyzed. This research consists of two parts. In the first part, SWOT analysis of Çanakkale is firstly implemented to evaluate its current tourism situation based on the literature. In the second part, acquired factors are integrated with Analytic Hierarchy Process (AHP) through the survey results of tourism experts living in Canakkale. As a consequence, it is aimed to determine the strategic decisions should be made and the factors should be prioritized for tourism evaluation of Çanakkale. Based on the research results, the principal destination characteristics which are the historical richness of Çanakkale having national and international importance for thousands of years as Troy and Gallipoli are determined. As a result, the highest prior strategic decision is defined as advertising this historical richness in a best way.

Keywords

AHP, SWOT, A’WOT, Destination Marketing, Canakkale Tourizm

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