Evaluation of Travel Agencies' Perceptions Towards Destination Marketing Quality: Example of Konya

Abstract

Purpose- Destination marketing is crucial for tourist destination growth and sustainability in global markets, attracting visitors and influencing stakeholders' supply direction. While the subject of the study is the quality of destination marketing, the purpose of the research is to determine the perceptions of travel agencies operating in Konya regarding the destination marketing quality. Design/Methodology/Approach- The survey technique was used to collect data. A link has been created by preparing the questionnaire forms online. The contact information (e-mail addresses, phone numbers, etc.) of the travel agencies operating in Konya, the official website of TÜRSAB, which they are members of, and social media data were obtained. The data obtained has been analysed through the statistical package program. Identifying statistics were given in the analysis of the data, validity, reliability, normality, t-test and unidirectional Anova tests were carried out. Findings- The participants' levels of perception of the image and promotion quality of the destination marketing were statistically significantly different from their age and working time at work. Statistically significant differences were identified in the participants' perceptions of the product differentiation quality of the destination marketing according to age, civilisation, educational level, workplace positions, industry experience, and working time at the workplace. Discussion- These results were compared with the studies in the literature on destination marketing, and while some studies yielded similar and compatible results, different results were obtained from some studies. At this point, it is thought that it will contribute significantly to the literature for destination stakeholders. For future studies, it is recommended to conduct a survey with other stakeholders of the tourism sector in Konya (accommodation businesses, relevant public institutions, NGOs, etc.), which play an important role in destination marketing, and compare the results of this research.