Destination marketing and analysis of Istanbul's competitiveness in the tourism sector

Turkey, which is a key place in the world ranking on international tourism arrivals, seems to be unable to maintain its place in tourism revenues. Similarly, according to the index results of tourism competition, Turkey is also a noting factor in the competition ranking that is far behind. It is important to ensure the development of the tourism sector, which is one of the most important export items, is sustainable. In this context, the study aims to analyze the competitiveness of Istanbul, one of Turkey's most important touristic destinations, and to contribute to destination competition models with the results to be achieved. For this purpose, after the detailed literature screening of the subject, questionnaire and interview techniques and data were collected for the field research being carried out. According to the results of the survey, it confirms that the strongest rival of Istanbul in the area of international tourism is the city of Paris. On the other hand, it is seen that areas such as Destination Management, Promotion/Marketing, Education, Security, Ethics/Morality are the factors that weaken the competitiveness.