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Bu çalışma, İstanbul’un düğün turizm pazarındaki mevcut durumunu, düğün turizm olanaklarını, ön plana çıkarılması gereken özelliklerini, rakiplerini, pazarda sahip olduğu fırsatları, potansiyel pazarlarını, bu pazarlardaki payının nasıl arttırılabileceğini ve dünyada bilinen, tanınan ve tercih edilen bir düğün destinasyonu markasına sahip olup olamayacağını tespit etmek amacıyla yapılmıştır. Tarama modeli, keşfedici araştırma yaklaşımı ve nitel yöntem kullanılarak destinasyon paydaşlarının görüşleri doğrultusunda İstanbul’ un düğün turizmi potansiyeli değerlendirilmiştir. Araştırma verileri yapılandırılmış mülakat tekniğiyle toplanmış olup, toplanan verilere içerik analizi uygulanmıştır. İstanbul Boğazı’ nın ve diğer doğal güzellikler ile kültürel miras öğelerinin, Ortadoğu başta olmak üzere tüm dünyaya, özelikle de üst gelir grubuna, romantizm ve farklılık arayışında olan çiftlere pazarlanabileceği ve düğün turizmi gibi yeni bir ürünle turizm sektöründe ek gelir kaynağı yaratılabileceği sonucuna varılmıştır.
The aim of the study is to determine the present situation of Istanbul in the wedding tourism market, wedding tourism facilities, which features should be foregrounded, opportunities, competition, potential markets and how their share in these markets can be increased, and whether they will have a known and preferred wedding destination brand in the world. Using the scanning model, exploratory research approach and qualitative method, the potential of Istanbul’s wedding tourism was evaluated in line with the views of destination stakeholders. The research content was collected through structured interview technique and content analysis was applied to the collected data. It is concluded that the Bosphorus, other natural beauty and cultural heritage items can be marketed to the world, primarily the Middle East, especially to the upper income group, to couples seeking romance and difference and an additional source of income can be created in the tourism sector with a new product such as wedding tourism.
The aim of the study is to determine the present situation of Istanbul in the wedding tourism market, wedding tourism facilities, which features should be foregrounded, opportunities, competition, potential markets and how their share in these markets can be increased, and whether they will have a known and preferred wedding destination brand in the world. Using the scanning model, exploratory research approach and qualitative method, the potential of Istanbul's wedding tourism was evaluated in line with the views of destination stakeholders. The research content was collected through structured interview technique and content analysis was applied to the collected data. It is concluded that the Bosphorus, other natural beauties and cultural heritage items can be marketed to the world, primarily the Middle East, especially to the upper income group, to couples seeking romance and difference and an additional source of income can be created in the tourism sector with a new product such as wedding tourism.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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