A study on desktop publishing and digital applications used in publicity and advertisement strategies in tourism in Turkey

Abstract

Tourism is one of the important sectors which play a significant role in supporting economic development in Turkey just as in many other countries. Turkey is a country which has made vigorous efforts in order to develop tourism sector. Within this contex, Turkey is continuing to develop fast by concentrating on areas such as investment, publicity, marketing in tourism. It is seen that various publicity and advertisement campaigns are being carried out in Turkey in order to publicize the country and make it a brand in tourism. Distances between countries have decreased as a result of the globalization and technological developments in the recent years, which has led countries to tend towards new types of tourism in order to gain advantages and new markets. Therefore, countries have started to attach importance to publicity and advertisement campaigns. This is the main cause of the macro level competition being experienced between countries in tourism sector. The countries which aim to increase their market shares in this competitive environment have concentrated on publicity and advertisement campaigns. The advertising activities used by Turkey in tourism are greatly diversified thanks to the different methods and means employed. This study seeks to bring to light the activity performance of these practices by evaluating the new strategies of publicity and advertisement campaigns used in tourism sector in Turkey. This study includes domestic and foreign literature reviews. In addition, the activity report for 2015 of the Ministry of Culture and Tourism, the data provided by State Planning Organization and Turkish Statistical Institute were studied. The study contains the outstanding examples of new publicity activities which have developed as a result of the technological developments witnessed in Turkey in the recent years.