A model study for the evaluation and improvement of Izmir tourism within the context of destination planning and marketing in terms of touristic product

Due to its structure, tourism industry is in a constant and rapid change. Countries, regions, areas and destinations, which seek a share from tourism activities, require to adapt to changing conditions and to develop various strategies. Some conditions should be met for a region, area or city to be able to transform into a touristic destination and become renowned in world tourism market. First of all, a road map should be drawn pertaining to the ?place? that was selected to become a touristic destination. Plans are places, in which this road map is best expressed. After preparing a tourism development plan related to destination, touristic product/products should be designated, promotion and marketing activities should be carried out around these products.In this study, a model was suggested for Izmir province, which was one of the favorite tourism centers in the past years but lost its value in time, to be able to return its old vibrant days again. First, the literature pertaining to planning, touristic product, marketing was scanned to be able to get to the model stage and then by meeting with 18 people consisting of executives of public sector, private sector and civil society organizations, who are experts in tourism, their opinions were asked. The obtained data were analyzed via content analysis method.Findings point that there exists a great tourism potential in Izmir but this potential has not been utilized. In this context, the suggested model is of characteristic to guide the sector and scientific studies that will be conducted later on.