The place and importance of promotional materials in destination marketing: The case of Sinop

This study aims to determine the place and importance of promotional materials in destination marketing. In this context, an attempt was made to reach academic and administrative staff working at Sinop University and determine their opinions through the survey prepared. Survey technique was used in the data collection process of the research. In this study, a survey consisting of four sections and 39 question was used. In the selection of the research area, in addition to the touristic values and riches of the Sinop destination, the fact that it is a brand city in terms of wooden boat models, linen weaving, silver jewelry design and knife manufacturing and that local and foreign tourists coming to the destination are interested in other related products, especially "kotra", which is evaluated within the scope of these wooden boat models. It has been determined that they frequently prefer these products as souvenirs, promotional materials and visuals. The research data collection process consists of Sinop University academic and administrative staff who can be reached between 15 September 2023 and 25 December 2023. In this study, convenience sampling method, one of the non-probability sampling methods, was used to determine the individuals to be included in the sample. The online survey prepared to ensure an acceptable sample size (292 participants) for the universe size was delivered to academic and administrative staff working at Sinop University. As a result of the research; The majority of the academic and administrative staff of Sinop University have bought souvenirs from Sinop before, they prefer the cutter wooden boat model as a souvenir from Sinop, they allocate an annual budget of 1000 TL or less to buy souvenirs, and the prices of souvenirs sold in Sinop are low. It has been determined that they find it appropriate, that the prices of souvenirs in Sinop affect their purchasing preferences, that they think that wooden boat models fully reflect Sinop in terms of souvenirs, and that they highlight the Diogenes Statue as a suggestion for souvenirs that should be found and offered for sale in Sinop. Academic and administrative staff of Sinop University who participated in the research rarely have destination-specific photographs, postcards and paintings; occasional products such as destination-specific foods, beverages and clothing; handcrafted products such as destination-specific wooden products, carvings and glassware; promotional products such as books and magazines published specific to the destination; products with local signs such as destination-specific key chains, magnets and mugs; Products specific to the destination, such as hats or clothes, on which the city name, hotel name or the name of a specific attraction is written; It was determined that they purchased arts and crafts products such as destination-specific paintings, stuffed animals, toys or ornaments, and other destination-specific purchasable products.