Determination of utilities created by tourism marketing and reflected importancy of the utilities to advertisement activities for intermediary travel astablishments

135 ABSTRACT The number of participants to tourism activities bas increased with the development of sociologicial factors in parallel to economic factors. Changes in consumer preferences as well as economical and social developments forced the changes on features of tourism investments. Marketing communcation covers more extensive space than promotion concept which is a dialogue occurs between costumer and establishments. Promotion is defined as introduction and adoption of a products or services, establishment, person and an idea to public in a positive way. Promotion in tourism business is a scheduled and systematical communication process which aims to ease business sales and to persuade tourists. Nowadays, tourism has become an important sector owing to the participation of approximately 700 million people to tourism activities and to the income over 475.8 billion US dollars. Countries need to improve their projects in order to obtain high share from this income. Various establishments take part in tourism activities. The most importants of this establishment are intermediary travel establishmetnts as called tour operators and travel agencies. The intermediary travel establishments accomplish more than 80% of tourism service sales. In this study, utilities created by tourism marketing were determined as place utility, time utility, quantity utility, credit utility, sort utility and quality utility.136 A questionnaire survey was carried out on 123 (A) group teavel agencies. Catalogues or brochures were collected from 54 of these agencies. Data collected by the questionnaire were considered as the first group and the data obtained from either catalogues or brochures were considered as the second group. The data were assessed as l(poor), 2(ndddle), 3(good) 4(very good). The average values of the data related to utilities were determined as 2.10 and 1.74 in the first and second groups, respectively. It was concluted that the utilities emerging from tourism marketing were not reflected adaquatery to the advertisement activities of intermediary travel agencies. It is though that the reflection of these utilities in advertisiment activities of intermediary travel establishments will convert potential tourism demand to active tourism movements which will contribute to tourism establishments at micro level and to country's economy at macro level Key Words: Marketing, Service Marketing, Tourism Marketing, Communication, Advertisement, Marketing Utilities.