Effects of the advertising and sales promotion facilities on consumer preferences in tourism sector

This research aim to measure to effects of the advertising and sales promotion activities on consumer preferences. Reason of this study are in the sense of companies to increase of sales, also in the sense of consumers have information about product facility, advertising and sales promotion subject have been preserve their actuality and tourism industry which contain roughly 1 bilion travel, rapidly increasing importance.This study has been made in İstanbul which is most important destination for tourism after the city of Antalya. Target population of the study was composed of the foregin tourist who visited to İstanbul in 2010.In this study, based on field research, survey method which is one of the primary data collection method, were used. This survey consists of three parts. The firs part of the survey consists of questions to determine of demographic characteristics of participant. The second part of the survey is consists of the questions to determine variables related to holidays of participant. In the last part of the survey, statements are given a place related to lower dimension of sales promotion and advertising, for determine to participant?s (tourist) opinions regarded to advertising and sales promotion activities. 289 survey were collected in 2010 and the data are gained from 289 survey were analised with SPSS 16,0. whether there is significant difference between lower dimension of sales promotion and advertising was tested with ?T-Test?. On the other hand, to prove whether there are significant differences between respondents? perceptions about advertising - sales promotion activities and demographic characteristics ? their holidays features, was tested with t-test for variables with two groups and single- factor analysis of variance (ANOVA Test)for containing more than two groub. All statistical results were analyzed based on the 0.05 level of significance.At the end fo the research results, it is clear that the tourists are more influenced from advertising than the sales promotion facilities. Also according to t-test and ANOVA Test results; there are significant differences between variables as education, salaries, countries, number of the visits, number of the stay days, arrival purposes, sources of the informations and tourists opinions regarded with advertising and sales promotion. Also there are no signifacant differences between the other parameters.