Co-Marketing Strategy and Developing New Products: A Case of Trabzon Local Tourism Destinations

Ayyıldız H., Uygun H.

Global Interdisciplinary Business-Economics Advancement Conference (GIBA), Florida, United States Of America, 15 - 18 May 2014, vol.1, pp.503-511

  • Publication Type: Conference Paper / Full Text
  • Volume: 1
  • Doi Number: 10.5038/2333-4207-v1
  • City: Florida
  • Country: United States Of America
  • Page Numbers: pp.503-511
  • Recep Tayyip Erdoğan University Affiliated: Yes


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.