Research Information System
Global Interdisciplinary Business-Economics Advancement Conference (GIBA), Florida, United States Of America, 15 - 18 May 2014, vol.1, pp.503-511
It is evident that the incomes gained through tourism makes a significant contribution to the sustainable
local development worldwide. Principally, small-scale local tourism destinations should develop
marketing strategies which can create an edge over distinguished tourism destinations. Co-marketing
strategy, as the optimum marketing strategy, provides advantage to small-scale local destinations in
terms of cost reduction, enhancing efficiency, and creating rich resource for tourism while carrying on
tourism activities. The aim of the study is to exemplify marketing activities in line with co-marketing
strategy by grouping tourism resources of a specific region in a way that supports sustainable
development and advancing new small-scale destinations. Thereby, with competitive advantage they
gained, new small-scale tourism products (destinations) which unify their resources can contribute to the
regional development. To that end, 61 tourism resources in and around the city Trabzon are included in
the sample of this study. The data were collected through site observation and analysed in line with
qualitative methods. As a result, in and around the city Trabzon, related to co-marketing, having different
themes from each other four new small-scale local destination plans were developed and suggestions
were made.
Keywords: Tourism, Tourism Destinations, Developing New Destinations, Co-Marketing, Trabzon.