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Müşteri Odaklı Pazarlama Kapsamında Engelli Turizmine Yönelik Teorik Bir İnceleme

Year 2018, Volume: 11 Issue: 1, 126 - 138, 11.02.2018
https://doi.org/10.25287/ohuiibf.338987

Abstract

Çalışmanın amacı, engelli turizm pazarını, sahip oldukları özellikler,
istekler ve beklentiler doğrultusunda, müşteri odaklı pazarlama karması
unsurları açısından incelemektir. Bu amaç doğrultusunda engelli bireylerin
turizm ile olan ilişkilerinin daha iyi anlaşılması ve daha isabetli pazarlama çalışmalarının
gerçekleştirilebilmesi hedeflenmiştir. Çalışmada öncelikle engelli bireylerin
turizm ile olan ilişkileri ve pazarlama karması kavramı incelenmiş ardından konuya
ilişkin akademik çalışmalar ışığında bu pazar grubu, müşteri odaklı pazarlama
karması unsurlarının her biri için ayrı ayrı değerlendirilmiştir.

References

  • Aitchison, C. (2009). Exclusive discourses: Leisure studies and disability, Leisure Studies, 28(4), 375–386. Alabay, M. N. (2008). CRM rekabet stratejisi olarak müşteri ilişkileri yönetimi, İlke Yayınevi, Ankara. Alkibay, S. & Üner, M. (2001). Algılama haritaları: Departmanlı mağazalar üzerine ampirik bir inceleme”, G.Ü. İ.İ.B.F. Dergisi, 3(3). American Marketing Association, [https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx] Bi, Y., Card, J. A. & Cole, S. T. (2007). Accessibility and attitudinal barriers encountered by Chinese travellers with physical disabilities. International Journal of Tourism Resesearch, 9, 205–216. Blichfeldt, B. & Nicolaisen, J. (2011). Disabled travel: Not easy, but doable”. Current Issues in Tourism, 14 (1), 79–102. Buhalis, D., Eichhorn,V., Michopoulou, E. & Miller, G. (2005). OSSATE Accessibility market and stakeholder analysis, 1-88 http://www.accessibletourism.org/resources/ossate_market_analysis_public_final.pdf] Burnett, J. J. & Baker, H. B. (2001). Assessing the travel-related behaviors of the mobility-disabled consumer. Journal of Travel Research, 40(1), 4–11. Chen, J.S. & Uysal, M.(2002). Market positioning Analysis A Hybrid Approach”, Annals of Tourism Research, 29 (4), 987–1003 Daniels, M. J., Rodgers, E. B. D. & Wiggins, B. P. (2005). ‘‘Travel tales’’: an interpretive analysis of constraints and negotiations to pleasure travel as experienced by persons with physical disabilities, Tourism Management, 26(6), 919–930. Darcy, S. (2010). Inherent complexity: disability, accessible tourism and accommodation information preferences”, Tourism Management, 31(6), 816–826. Darcy, S. Cameron, B., & Pegg, S. (2010). Accessible tourism and sustainability: a discussion and case study. Journal of Sustainable Tourism, 18(4), 515–537. ENAT-European Network for Accessible Tourism (2012). The underestimated market potential of barrier-free tourism, world travel monitor forum, Pisa. [http://www.accessibletourism.org/resources/enat-the-underestimated-market.pdf] Eurobarometer (2001). Attitudes of Europeans to Disability. European Commission. [http://europa.eu.int/comm/public_opinion/archives/eb/ebs_149_en.pdf] European Commission (2010). European disability strategy 2010–2020: A renewed commitment to a barrier-free Europe, no. 636 [http://eur-lex.europa.eu/legalcontent/EN/TXT/?uri=URISERV%3Aem0047] Fleischer, A. & Pizam, A. (2002). Tourism constraints among Israelí seniors, Annals of Tourism Research, 29(1), 106-123. Grady, J. & Ohlin, J.B. (2009). Equal access to hospitality services for guests with mobility impairments under the Americans with disabilities act: ımplications for the hospitality industry, International Journal of Hospitality Management, 28, 161-169. Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing, Management Decision, 32(2), 4-20. Horner, S. & Swarbrooke, J. (2004). Tourism and travellers with disabilities, in ınternational cases in tourism management, Oxford: Elsevier Butterworth-Heinemann, 324–337. Israeli, A. A. (2002). A preliminary ınvestigation of the ımportance of site accessibility factors for disabled tourists, Journal of Travel Research, 41(1), 101–104. ITB World Travel Trends Report (2012). ITB Berlin & IPK International [www.itb-berlin.de/.../itb] Kotler, P., Brown, J.T. & Makens, J. C. (2006). Marketing for hospitality and tourism, New Jersey: Pearson/PrenticeHall. Kotler, P. & Lane, K. K. (2006). Marketing Management, 12th Edition. Prentice Hall Inc., New Jersey-USA Lee, B. K., Agarwai, S. & Kim, H. J. (2012). Influences of travel constraints on the people with disabilities intention to travel: an application of Seligman’s helplessness theory. Tourism Management, 33, 569-579. McKercher, B., Packer, T., Yau, M. & Lam, P. (2003). Travel agents: facilitators or ınhibitors of travel for people with disabilities? Tourism Management, 24(4), 65–74. Mucuk, I. (2010). Pazarlama ilkeleri, Türkmen Kitabevi, Istanbul. Murray, M. & Sproats, J. (1990). The disabled traveller: tourism and disability in Australia. Journal of Tourism Studies, 1(1), 9-14. Odabaşı, Y. & Oyman, M. (2010). Pazarlama İletişimi Yönetimi, MediaCat, İstanbul. Petersen, R. A. & Wilson, W. R. (1992). Measuring consumer satisfaction: fact or artifact, Journal of Marketing Science, 20(1), 61-71. Poria, Y., Reichel, A. & Brandt, Y. (2011). Dimensions of hotel experience of people with disabilities: an exploratory study, International Journal of Contemporary Hospitality Management, 23(5), 571-591 Ray, N. M. & Ryder, M. E. (2003). Ebilities tourism: an exploratory discussion of the travel needs and motivations of the mobility-disabled. Tourism Management, 24, 57–72. Richards V, Pritchard A. & Morgan N. (2010). (Re)envisioning tourism and visual impairment. Annals of Tourism Research 37(4), 1097–1116. Shaw, G. & Coles, T. (2004). Disability, holiday making and the tourism ındustry in the uk: a preliminary survey, Tourism Management, 25, 397–403 Sümer S. I. & Eser, Z. (2006). Pazarlama karması elemanlarının evrimi, G. Ü. I.I.B.F. Dergisi, 8(1) 165-186. Turco, D. M., Stumbo, N. & Garncarz, J. (1998). Tourism constraints – people with disabilities, Parks and Recreation Journal, 33(9), 78–84. Uysal, M., J. Chen & Williams, D. (2000). Increasing state market share through a regional positioning, Tourism Management, 21, 89–96. WHO (2001) International Classification of Functioning (ICF). Geneva: World Health Organization [http://www.who.int/classifications/icf/en/] World Tourism Organization (WTO) (2001). Tourism 2020 Vision. Europe. Vol. 4. ISBN: 978 9284403806. World Report on Disability, (2011). World Health Organisation & World Bank. [http://www.who.int/disabilities/world_report/2011/report.pdf Var, T., Yeşiltaş, M., Yaylı, A. & Öztürk, Y. (2011). A study on the travel patterns of physically disabled people, Asia Pacific Journal of Tourism Research, 16(6), 599-618. Vignuda, J. (2001). Promotion of barrier-free tourism for people with disabilities in the Asian and Pacific region, Economic and Social Commission for Asia and the Pacific (ESCAP). Seminar on Sustainable Development of Ecotourism in Pacific Island Countries, Kasım, 17–18, 2001 Suva, Fiji. Yau, M., McKercher, B., & Packer, T. (2004). Traveling with a disability. More than an access issue. Annals of Tourism Research, 31(4), 946–960.

A Theorical Study on Disabled Tourism with Customer Oriented Marketing

Year 2018, Volume: 11 Issue: 1, 126 - 138, 11.02.2018
https://doi.org/10.25287/ohuiibf.338987

Abstract

The
main aim of this research is analysing the disabled tourism market toward its
characteristics, demands and supplies in terms of customer oriented marketing
mix.To this end,  the aim of the study is
to better understand the relationship between disabled tourists and tourism and
also realizing more optimal  marketing
mix. At first, the terms of the relationship between disabled tourists and
tourism, and marketing mix were analysed and then this market segment was
examined for each marketing mix elements by using previous literature. 

References

  • Aitchison, C. (2009). Exclusive discourses: Leisure studies and disability, Leisure Studies, 28(4), 375–386. Alabay, M. N. (2008). CRM rekabet stratejisi olarak müşteri ilişkileri yönetimi, İlke Yayınevi, Ankara. Alkibay, S. & Üner, M. (2001). Algılama haritaları: Departmanlı mağazalar üzerine ampirik bir inceleme”, G.Ü. İ.İ.B.F. Dergisi, 3(3). American Marketing Association, [https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx] Bi, Y., Card, J. A. & Cole, S. T. (2007). Accessibility and attitudinal barriers encountered by Chinese travellers with physical disabilities. International Journal of Tourism Resesearch, 9, 205–216. Blichfeldt, B. & Nicolaisen, J. (2011). Disabled travel: Not easy, but doable”. Current Issues in Tourism, 14 (1), 79–102. Buhalis, D., Eichhorn,V., Michopoulou, E. & Miller, G. (2005). OSSATE Accessibility market and stakeholder analysis, 1-88 http://www.accessibletourism.org/resources/ossate_market_analysis_public_final.pdf] Burnett, J. J. & Baker, H. B. (2001). Assessing the travel-related behaviors of the mobility-disabled consumer. Journal of Travel Research, 40(1), 4–11. Chen, J.S. & Uysal, M.(2002). Market positioning Analysis A Hybrid Approach”, Annals of Tourism Research, 29 (4), 987–1003 Daniels, M. J., Rodgers, E. B. D. & Wiggins, B. P. (2005). ‘‘Travel tales’’: an interpretive analysis of constraints and negotiations to pleasure travel as experienced by persons with physical disabilities, Tourism Management, 26(6), 919–930. Darcy, S. (2010). Inherent complexity: disability, accessible tourism and accommodation information preferences”, Tourism Management, 31(6), 816–826. Darcy, S. Cameron, B., & Pegg, S. (2010). Accessible tourism and sustainability: a discussion and case study. Journal of Sustainable Tourism, 18(4), 515–537. ENAT-European Network for Accessible Tourism (2012). The underestimated market potential of barrier-free tourism, world travel monitor forum, Pisa. [http://www.accessibletourism.org/resources/enat-the-underestimated-market.pdf] Eurobarometer (2001). Attitudes of Europeans to Disability. European Commission. [http://europa.eu.int/comm/public_opinion/archives/eb/ebs_149_en.pdf] European Commission (2010). European disability strategy 2010–2020: A renewed commitment to a barrier-free Europe, no. 636 [http://eur-lex.europa.eu/legalcontent/EN/TXT/?uri=URISERV%3Aem0047] Fleischer, A. & Pizam, A. (2002). Tourism constraints among Israelí seniors, Annals of Tourism Research, 29(1), 106-123. Grady, J. & Ohlin, J.B. (2009). Equal access to hospitality services for guests with mobility impairments under the Americans with disabilities act: ımplications for the hospitality industry, International Journal of Hospitality Management, 28, 161-169. Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing, Management Decision, 32(2), 4-20. Horner, S. & Swarbrooke, J. (2004). Tourism and travellers with disabilities, in ınternational cases in tourism management, Oxford: Elsevier Butterworth-Heinemann, 324–337. Israeli, A. A. (2002). A preliminary ınvestigation of the ımportance of site accessibility factors for disabled tourists, Journal of Travel Research, 41(1), 101–104. ITB World Travel Trends Report (2012). ITB Berlin & IPK International [www.itb-berlin.de/.../itb] Kotler, P., Brown, J.T. & Makens, J. C. (2006). Marketing for hospitality and tourism, New Jersey: Pearson/PrenticeHall. Kotler, P. & Lane, K. K. (2006). Marketing Management, 12th Edition. Prentice Hall Inc., New Jersey-USA Lee, B. K., Agarwai, S. & Kim, H. J. (2012). Influences of travel constraints on the people with disabilities intention to travel: an application of Seligman’s helplessness theory. Tourism Management, 33, 569-579. McKercher, B., Packer, T., Yau, M. & Lam, P. (2003). Travel agents: facilitators or ınhibitors of travel for people with disabilities? Tourism Management, 24(4), 65–74. Mucuk, I. (2010). Pazarlama ilkeleri, Türkmen Kitabevi, Istanbul. Murray, M. & Sproats, J. (1990). The disabled traveller: tourism and disability in Australia. Journal of Tourism Studies, 1(1), 9-14. Odabaşı, Y. & Oyman, M. (2010). Pazarlama İletişimi Yönetimi, MediaCat, İstanbul. Petersen, R. A. & Wilson, W. R. (1992). Measuring consumer satisfaction: fact or artifact, Journal of Marketing Science, 20(1), 61-71. Poria, Y., Reichel, A. & Brandt, Y. (2011). Dimensions of hotel experience of people with disabilities: an exploratory study, International Journal of Contemporary Hospitality Management, 23(5), 571-591 Ray, N. M. & Ryder, M. E. (2003). Ebilities tourism: an exploratory discussion of the travel needs and motivations of the mobility-disabled. Tourism Management, 24, 57–72. Richards V, Pritchard A. & Morgan N. (2010). (Re)envisioning tourism and visual impairment. Annals of Tourism Research 37(4), 1097–1116. Shaw, G. & Coles, T. (2004). Disability, holiday making and the tourism ındustry in the uk: a preliminary survey, Tourism Management, 25, 397–403 Sümer S. I. & Eser, Z. (2006). Pazarlama karması elemanlarının evrimi, G. Ü. I.I.B.F. Dergisi, 8(1) 165-186. Turco, D. M., Stumbo, N. & Garncarz, J. (1998). Tourism constraints – people with disabilities, Parks and Recreation Journal, 33(9), 78–84. Uysal, M., J. Chen & Williams, D. (2000). Increasing state market share through a regional positioning, Tourism Management, 21, 89–96. WHO (2001) International Classification of Functioning (ICF). Geneva: World Health Organization [http://www.who.int/classifications/icf/en/] World Tourism Organization (WTO) (2001). Tourism 2020 Vision. Europe. Vol. 4. ISBN: 978 9284403806. World Report on Disability, (2011). World Health Organisation & World Bank. [http://www.who.int/disabilities/world_report/2011/report.pdf Var, T., Yeşiltaş, M., Yaylı, A. & Öztürk, Y. (2011). A study on the travel patterns of physically disabled people, Asia Pacific Journal of Tourism Research, 16(6), 599-618. Vignuda, J. (2001). Promotion of barrier-free tourism for people with disabilities in the Asian and Pacific region, Economic and Social Commission for Asia and the Pacific (ESCAP). Seminar on Sustainable Development of Ecotourism in Pacific Island Countries, Kasım, 17–18, 2001 Suva, Fiji. Yau, M., McKercher, B., & Packer, T. (2004). Traveling with a disability. More than an access issue. Annals of Tourism Research, 31(4), 946–960.
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Details

Primary Language Turkish
Subjects Economics
Journal Section Articles
Authors

Funda Cengiz This is me

Emre Ozan Aksöz 0000-0002-4109-8847

Publication Date February 11, 2018
Submission Date September 20, 2017
Acceptance Date November 17, 2017
Published in Issue Year 2018 Volume: 11 Issue: 1

Cite

APA Cengiz, F., & Aksöz, E. O. (2018). Müşteri Odaklı Pazarlama Kapsamında Engelli Turizmine Yönelik Teorik Bir İnceleme. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 11(1), 126-138. https://doi.org/10.25287/ohuiibf.338987

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