The Turkish Tourism Product: Differentiation and Competitiveness

Abstract

This paper analyzed tourism resources in Turkish cities. As part of research methodology, a content analysis of official tourism web sites of Turkish cities was conducted. Further, tourism officials in Turkish cities were surveyed to identify their descriptions of the cities they promote. Research results indicate that although Turkey is well-known for its summer destinations, most Turkish cities promote a variety of tourism resources including history, culture, thermal (hot-spa), nature and urban tourism resources. According to the results of content analysis, hot springs are promoted in 51 cities and 12 cities are promoted as thermal tourism destinations. Research findings indicate that combined themes should be used in marketing of Turkish tourism product considering the richness of the country's tourism potential .