Destination marketing organizations in tourism marketing and a research to determine the ideal organization structure for tourism in Turkey

During the development of world tourism, the management of tourism countries have composed different tourism marketing systems to rule their tourism industry on a national level. Especially in Europe and United States established ?destination marketing organisations? to have benefit from the tourism market. The most important benefit provided by these organizations is about the marketing and promotion of the country?s tourism potential. These organizations are often established as public - private partnerships that consists various tourism stakeholders.In this study, the importance of the destination marketing organizations for the marketing of Turkey as a destination has been examined, and the views of tourism professionals are evaluated for determining an appropriate organizational structure for tourism in Turkey. For this purpose, primary data was collected through the survey method from 226 tourism professionals in Ankara, İstanbul, İzmir, Muğla and Antalya.The study is composed of four parts; In the first part, the concept, properties, and marketing of destinations are explained, and Turkey as a tourism destination are reviewed. In the second part, the places of destination marketing organizations in the organizational structure of tourism in various countries are evaluated. The third part deals with the analysis of the factors determinating the appropriate organizational structure for the marketing of Turkey as a destination. In the conclusion part of the study, the results of the questionnaire and some suggestions are revealed.According to the results of the research, tourism professionals in Turkey thinks that the organizational structure of tourism is not effective and a more operative and efficient organizational structure is needed. In addition, research participants; also propose that a marketing organization structure, including all relevant stakeholders (public institutions, local governments, private sector and non govermental organizations) will be more effective. In this sence, for ensuring the participation of stakeholders and to establish an effective organizational structure for tourism marketing, consensus needs to be shared primarily with the Ministry of Culture and Tourism and with all other units within the sector.As a result, for tourism, by acting more responsibility towards one another, the government, private sector, non govermental organizations and local governments must take consideration of Turkey's demands and expectations of the tourism sector and systematic and effective work with consensus should be made.