Brand strategies in destination marketing: The case of Kütahya

One of the most significant indicators regarding macro-economics for countries is the balance between import and export. Tourism revenues play a key part particularly in meeting the trade balance deficit of the countries. In order to raise tourism revenues, it is essential that tourist attractions of a country be marketed in a correct strategy and establishing a brand for the country, it should be prepared to enter into international tourism market. Evaluating tourism assets within the context of regional development, Turkey has shifted from national tourism marketing to regional, that is, ?destination? marketing strategy. In ?destination marketing? establishing a brand involving local, cultural and tourism values rather than national icons beyond necessity is a must. This paper deals with marketing, services marketing, tourism marketing, destination marketing and brand marking issues moving on establishing brand strategies in destination marketing in general. This paper is comprised of three chapters. The first chapter discusses historical perspectives of the term ?marketing?, services marketing and tourism marketing concentrating on ?tourism?, ?destination? and ?brand? terms In the second chapter, marketing strategies are examined as regard to developing destination centers and establishing a destination brand. Furthermore, explaining the term ?Destination Management Organizations DMO?s? which has a crucial part in destination marketing, the supremacy of the management model over ?branding? and ?brand management? has been analyzed. The third chapter focuses on ?Brand Strategy Doctrine? model within branding strategies via implementing ?Kütahya Destination? titled ?Promotion and Discount Days in Kütahya? which has been held as a promotional case study by the Ministry of Culture and Tourism between the dates 24-29 May 2006