Evaluations of Chinese Travel Agencies on Mesopotamia Destination from the Marketing and Branding Perspective

Özet

Purpose – The purpose of this study is to analyze the evaluations of Chinese travel agencies on Mesopotamia destination from the marketing and branding perspective.

Design/methodology/approach – In this study, a case study pattern that is one of the qualitative research patterns, has been used. During the study, 5 questions were asked to learn the demographic information of the interviewers, and also 11 semi-structured interview forms including 10 questions were prepared to receive their opinions about Mesopotamia destination marketing. Content analysis has been done for the obtained data by using MAXQDA Qualitative Data Analysis Programme.

Findings – According to the findings of the study, it has been determined that the representatives of 11 travel agencies coming from China think mostly that the local community in the region have great hospitality and also that local dishes have a wide variety and great taste. Additionally, they have described the existing culture of religious tolerance, which has been one of the dominant characteristics of the region, as another important cultural value. On the other hand; the qualification of the tourist guides serving in the region in Chinese and increasing the institutional capacities of the travel agencies serving in the region are listed among the aspects of the Mesopotamia destination that need to be developed.

Discussion – Mesopotamia destination is one of the most important regions of Turkey that can attract the attention of Chinese tourists, in this sense, it is appropriate to consider China as a significant target market to be used in tourism destination marketing.