Development of religious tourism with entegreted marketing communication (Example of Mardin)

The purpose of this study was to determine necessary activities to develop religious tourism in Mardin, to specify the potential of religious tourism and to direct marketing activities. The attitudes, behaviours and expectations of opinion leaders in Mardin were determined by interviewing with Tourism Directorate, hotel managers and tourism authorities in state institutions and organizations.The survey method and two different data collection tools were used in this research. These instruments were used before in diferent researches therefore they were revised and evaluated again.A survey was developed as data collection tool in order to define the profiles of the visitors. The survey was tried to be implemented in Deyrulzaferan Monastery, Kırklar Church, Mardin Museum, Sabancı Museum and the hotels between December 2010-January 2011 and March and April 2011. The survey was conducted with 207 samples. In addition, an interview was conducted with the leaders of the public in Mardin related to Mardin tourism and especially in (belief tourism inanç turizmi için bu tanım olur mu emin değilim.) In this context, all tourism hotels, travel agencies and public institutions were tried to be contacted but, only 14 participants from these institutions joined the research study.In the study participants demographic charateristics have been analysed according to their frequency level and distribution percentage. Furthermore,in order to measure participants satisfaction levels, their thougths on every statement in the questionary have been counted and analysed by taking into account their frequency value, distribution percentage, arithmetical average and standart deviation value.After the research it has been find out; Among the visitors the number of females is more than males (aged between 26-35),hhe number of visitors who have licence degree is more than the others,especially, domestic tourists visit Mardin and most of those people have an average income, most of the visitors have visit Mardin for the first time and they accomadate for a short time.Participants' satisifaction level on different subjects has been analysed, too. When it come to make an over all generalization about participants' satisfaction level on diffent subjects, it can be said that the satisfaction level is high. But there is a difference between the resluts if you put natiolity criteria into account among the groups.Public learders' opinions about tourism in Mardin and belief tourism in Mardin have been acounted and analysed through their frequncy and distribution percentage. As a result, Public leaders common views on the subjectare those: Most of the people visit Mardin because of the historical places. Mardin doesn't host visitors enough because of the lack of advertising. Mardin's historical places and its religious centers should be emphasized much more. Mardin should be advertised adeautely. Historical and touristical palces should be restored and infrastructure investments should be done in a short time.