A Model Proposal on the Use of Creative Tourism Experiences in Congress Tourism and the Congress Marketing Mix

              Vol. 8(3) Special Issue págs. 105-113. 2010
www.pasosonline.org
© PASOS. Revista de Turismo y Patrimonio Cultural. ISSN 1695-7121
A Model Proposal on the Use of Creative Tourism Experiences in
Congress Tourism and the Congress Marketing Mix
Özen Kırant Yozcui
Boğaziçi University (Turkey)
Orhan İçözii
Yaşar University (Turkey)
Abstract: Congress tourism has a great importance for the extension of the tourism season, enhancement
of employment opportunities and tourism revenues, promotion and efficient use of the facilities in the
area. Creative Tourism provides an authentic feel for a local culture through informal, hands-on work-shops
and creative experiences. Ensuring that the attendants of congress tourism take part in creative
tourism activities may be an example of the synergy to be achieved by including creative tourism in the
congress marketing mix. In this study the tourism marketing mix, programming, packaging, partnership,
people, product, price, promotion, place, are adapted for congress tourism and a model which illustrates
how to use the creative tourism experiences and activities within the marketing mix is proposed.
Keywords: Creative Tourism, Congress Tourism, Congress Marketing Mix.
Resumen: El turismo de congresos tiene una gran importancia para la extensión de la temporada turísti-ca,
el aumento de los ingresos derivados del turismo y las posibilidades de empleo, y para la promoción
y el uso eficiente de las instalaciones en el área. El turismo creativo proporciona una sensación auténtica
de la cultura local a través de talleres informales y prácticos, y de experiencias creativas. Asegurarse de
que los asistentes del turismo del congreso participen en actividades creativas de turismo puede ser un
ejemplo de la sinergia que se puede alcanza incluyendo el turismo creativo en el marketing mix de con-greso.
En este estudio el marketing mix de turismo, programación, empaquetado, colaboración, perso-nas,
producto, precio, promoción, lugar, se adapta para el turismo de congresos y se propone un modelo
que ilustra cómo utilizar las experiencias y las actividades del turismo creativo dentro del marketing
mix.
Palabras clave: Turismo creativo; Turismo de congresos; Marketing mix de congresos.
i Ph.D.c Instructor in Boğazici University, Istanbul, Turkey. E mail: ozen.kirant@boun.edu.tr.
ii Professor in Yaşar University, İzmir, Turkey. E-mail: orhan.icoz@yasar.edu.tr.
106 A Model Proposal on the use of Creative Tourism Experiences
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
Introduction
As a reaction to mass tourism, other va-rieties
of tourism products, such as yacht-ing,
cultural, health, and congress tourism
are gaining in importance. Besides its sea-son-
extending effect for businesses and
destinations, the importance of congress
tourism is gradually increasing in Turkey
due to its positive effects on economic, cul-tural
and social areas. In parallel to con-gress
tourism, creative tourism experiences
lead to development in economic, social and
cultural terms in the destinations where
they are offered. Creativity allows destina-tions
to develop innovative products rela-tively
rapidly, giving them a competitive
advantage over other locations. Creative
production attracts enterprises and indi-viduals
involved in the cultural sector, ge-nerating
important multiplier effects in the
local economy and raising the aesthetic
value of creative production locations (Ri-chards,
2001).
Richards and Raymond defined “creative
tourism” as, “learning a skill on holiday
that is part of the culture of the country or
community being visited. Creative tourists
develop their creative potential, and get
closer to local people, through informal
participation in interactive workshops and
learning experiences that draw on the cul-ture
of their holiday destina-tions"(
http://www.creativetourism.co.nz/
aboutus_ourstory.html). Raymond also
indicated that interactive workshops that
take place in small groups at tutor’s home
and places of work, allow visitors to explore
their creativity while getting closer to local
people. (Raymond,2007). These workshops
usually also include destinations’ values
such as art, culture, gastronomy and na-ture.
Some of the examples for creative expe-riences
in New Zealand include creating
own bone carving, claying or woodturning
souvenir, learning to make silver, making a
hand-forged knife, meeting wine makers
and making own cheese, or olive oil
(http://www.creativetourism.co.nz/index.ht
ml). But every destination has different
kinds of creative experiences which should
emphasize its own cultural assets and val-ues.
Making perfume in France, carving
and photography in Canada, folk music in
Mexico and so forth can be some of the ex-amples
(Richards & Wilson, 2006).
Creative tourism offers visitors the op-portunity
to develop their creative potential
through active participation in learning
experiences, which are characteristics of
the holiday destination where they are un-dertaken.
The key point for creative tour-ism,
therefore, is that the consumption
involved is active rather than passive, and
is aimed at developing the potential of the
individual (Richards, 2001). The major dif-ference
between creative spaces, spectacles
and creative tourism is that creative tour-ism
depends far more on the active in-volvement
of tourists. Creative tourism
involves not just spectating, but also a ref-lexive
interaction on the part of tourists
who are usually thought of as “non produc-ers”
in traditional analyses (Richards &
Wilson, 2007).
Creative tourism can be developed in a
destination through a commercial business
model. One of the key features of this mod-el
requires viewing creative tourism expe-riences
as another tourism product. Crea-tive
tourism experiences need to compete
with other products and be available
through tourism marketing channels, using
the commission structures that other tour-ism
products also use. Other key features
should include partnerships with tourism
businesses that have an established client
base. Such partnerships may be set up with
accommodation providers or by including
workshops in local festivals. (Raymond,
2009).
In the light of the explanations given
above, this study proposes that creative
tourism may be considered together with or
as a part of congress tourism. Those atten-dants
and/or delegates who come for a con-gress
may participate in creative tourism
activities, thus learning the social and cul-tural
structure of the destination better.
Furthermore the number of days of their
stay may thus increase and they may con-tribute
to the destination’s economy
through their extra spending. Those partic-ipants,
who leave satisfied from the desti-nation,
may come again and they may also
act as a positive reference for potential
visitors. To achieve this, creative tourism
Yozcu and İçöz 107
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
experiences should be included in the mar-keting
mix, in order to positively affect the
congress’ marketing activities.
Therefore, the next section proposes a
model of integration of creative tourism
activities within the congress marketing
mix. Furthermore, an interview was car-ried
out to determine the congress tourism
experts’ opinion regarding the applicability
of the model, from a practical perspective.
A model proposal for the integration of cre-ative
tourism within the congress market-ing
mix
The eight P’s of Product, Price, Promo-tion,
Place, Programming, Packaging,
Partnership, Person, which are the compo-nents
of the tourism marketing mix, have
been adapted to congress tourism. Moreo-ver,
the mix has been enriched by including
creative tourism activities and thus a mod-el
for “Congress Tourism Marketing Mix” is
proposed (refer to Figure 1).
The basic factor affecting the saleability
of the congress and meeting services is to
be able to establish an efficient and right
marketing mix. The marketing mix is a
bridge of the relations between the busi-ness
and its markets. Kotler (2003:15) de-fines
the marketing mix as, “the set of
marketing tools the firm uses to pursue its
marketing objectives in the target market”.
Kotler’s basic marketing concept applied to
congress tourism focuses on the firms orga-nizing
the congress and meeting and on
their aim of achieving customer satisfaction
by using an appropriate marketing mix.
Market mix refers to the relative ranking of
business segments for a particular proper-ty,
city, and area and is based on common
segment classifications (Hoyle, Dorf &
Jones, 1995). The marketing mix is com-prised
of every factor that influences the
sales effort (Astroff & Abbey, 1988). The
model proposed in Figure 1 aims to incor-porate
creative tourism activities into the
congress marketing mix.
The model begins with the distribution
mix. The distribution mix is evaluated from
the viewpoint of congress tourism and crea-tive
tourism. As congress hotels and con-gress
centres are service businesses, they
make use of various distribution channels.
However, first of all, one must identify the
customer requirements, expectations and
needs as well as distribution options, estab-lish
the most appropriate distribution sys-tem,
evaluate the practical options, design
and apply distribution networks and moni-tor
the performance of the distribution
channels (İçöz 2005). Intermediaries in the
travel distribution mix, i.e. hotel sales rep-resentatives,
travel agencies, tour opera-tors,
meeting planners, meeting offices,
internet, incentive planners, destination
management businesses, must be included
in congress tourism, so that the distribu-tion
mix may be formed. Intermediaries are
provided with information about creative
tourism and activities are illustrated
through the model practices. Intermedia-ries
tell their customers of such activities
and may also organize familiarization trips.
Thus, intermediary institutions act as a
bridge to integrate creative tourism within
the congress or meeting.
Demand for tourism destinations may
display some instability due to some politi-cal,
climatic or economic reasons. If this
situation continuously persists, then the
destination marketing managers need to
make some arrangements in order to bal-ance
demand with supply. During the low
seasons, creative tourism activities may
provide an opportunity to create demand.
Instead of reducing prices in times of low
occupancy, differentiating the product is a
better alternative. Furthermore, during the
high season, creative tourism activities
may also be used to justify higher prices.
As guests look for something different to
choose from, creative tourism may provide
a distinctive advantage and a way to diffe-rentiate.
Following the distribution mix, the
product and creative tourism experiences
should be programmed in relation to the
target market. This programming stage is
followed by the creation of the product mix.
In this stage, congress centres and congress
hotels, which are the major components of
congress tourism, must be evaluated as a
tourism product. Traditionally, a tourism
product may appear in two ways. It may
relate to the natural, historical and cultur-al
resources a country or area possesses.
Secondly, it may include all the services
that allow consumers to move and have a
holiday, that is to say, all of the touristic
108 A Model Proposal on the use of Creative Tourism Experiences
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
Figure 1. A Model for the Integration of Creative Tourism within the Congress Market-ing
Mix
services that create a package tour (Haciog-lu,
1991).
Even if the principal objective of con-gress
and meeting services is different from
mass tourism, congress tourism is a tour-ism
product in that it is supplementary to
Feedback
Creation of Tourism
Product Mix
Pricing Packaging the prices
with creative tourism
activities
Promotion Mix
 Media
 Advertising
 Sales
 Personal
Sales
 People in Congress
Tourism
 People in Creative
Tourism
Partnership
Programming
 Target market for congress tourism
 Creative Tourism Workshops &
Experiences
Industry Demand for Congress Tourism
 Private Sector Companies
 Associations and Corporate
 Non-profit organizations
Marketing Mix for Con-gress
Tourism with
Creative Tourism
Consumer Behaviors
and Company Sales
Distribution mix
 Hotel sales representatives
 Tour operators
 Travel agencies
 Public relations departments
 Incentive planners
 Event planners
 Destination management companies
 Internet
Feedback
Feedback
Feedback
Yozcu and İçöz 109
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
mass tourism. From the viewpoint of the
phrase “those businesses serving tourists or
people” as indicated in Hacıoğlu’s definition
above, congress hotels and congress centres
are basically tourism products. According
to Richards and Raymond, historical, cul-tural
and artistic assets of the country or
any area are used within creative tourism,
which should encompass the culture of the
destination and its community
(http://www.creativetourism.co.nz/). The
activities that may be used for creative
tourism, such as carpet weaving, olive oil
making, soap making, molasses making,
pottery, weaving, local embroidery, point
lace, fruit wine making, etc. should also be
viewed as a tourism product. However, the
complexity of these products results in the
need to consider and market them in the
form of a package. Furthermore, congress
participants, planners and organisers must
go the place where the service is provided.
Thus, there is an opportunity to enhance
the interest of the participants in the cul-ture
of that area through their involvement
in creative tourism activities. For instance,
in an excursion to Şirince village organised
for those attendants who come to the prov-ince
of İzmir for a congress, the partici-pants
join creative tourism activities and
discover the culture of the region by learn-ing
how to make wine.
Needs and expectations of the local
people, cultural compatibility and touristic
standards are extremely important for the
creation of any tourism product. As number
of visitors increase, and tourism activities
assume some regularity, local residents will
become involved and begin to provide ser-vices
and facilities primarily or even exclu-sively
for visitors. Contacts between visi-tors
and locals can be expected to remain
high and increase for those locals involved
in catering for visitors (Butler, 2006). De-velopment
of a tourism destination depends
on the sincere desire and goodwill of the
local governments and communities to
make their living space a developed tour-ism
destination, and on their adoption of
differentiation strategies (Olalı & Timur
1988). International and national con-gresses
organised at congress centres and
congress hotels enhance the quality of the
destination. This is due to the high educa-tional
and cultural level of the visitors and
the effect on the living standards of the
inhabitants. In such a way, the basic objec-tive
of creative tourism, which is sharing
something with the local people, is also
achieved.
After studying congress centres and
congress hotels as products, the price factor
may be analyzed together with creative
tourism in the context of congress tourism.
Typically two factors determine the price.
First, the event manager must determine
the financial philosophy of the event. The
second factor is related to the competition
from similar events. These two factors - the
cost of doing business and the marketplace
competition - influence the price.
(Goldblatt, 1997) Also price plays both eco-nomic
and psychological roles in the service
sector. The psychological role of price is
seen as essential in services since the con-sumer
only relies upon price as an indicator
of quality, when other service quality indi-cators
are not available (Zeithaml, 1988).
In terms of its economic role, price deter-mines
the income of the business and af-fects
the profitability (İçöz, 2005). One of
the factors which makes price important in
terms of marketing is the fact that its effect
on sales may be monitored more easily
than any other marketing component
(İslamoğlu, 2002, as cited by Özer, 2004).
Delegate expenditures are even greater
in the meetings sector (Hoyle et al., 1995).
Due to their higher income and education
level, congress attendees. are more sensi-tive
towards the quality of the service,
while they also expect a reasonable price.
The challenge is to set a price that both
satisfies the consumers and brings profits
to the business. When creative tourism
activities are packaged in the congress or
meeting, the value of the overall product
may be increased. Therefore, creative tour-ism
activities included may be used to dif-ferentiate
from competitors and enhance
preference.
Leisure time and personal disposable in-come
factors are different to some extent in
the marketing of congress tourism. This is
because the congress delegates participate
in congress tourism for business purposes
and this time is not included in their holi-day
periods. Furthermore, as their travel
expenses are usually paid by their respec-tive
companies, their personal incomes are
110 A Model Proposal on the use of Creative Tourism Experiences
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
not affected and this partly reduces the
effect of price as a factor from the viewpoint
of the participants. Therefore, those con-gress
attendants who participate in the
creative tourism activities included in the
programme of a congress are willing to take
part in such endeavours and enjoy them as
they do not pay for it themselves. Therefore
such activities further enhance the motiva-tion
of the participants.
In congress centres and congress hotels,
a package tour means presenting services,
accommodation and space (Hoyle et al.,
1995) in the form of a package. Transporta-tion,
half-board or full-board accommoda-tion,
some rebates to be used within hotel
premises and coffee breaks are usually
included into such services. Their being
economical is pre-eminent among the rea-sons
why such services are preferred in the
form of a package. Therefore, creative tour-ism
activities are also included in such
package tours. These activities will be part
of the agenda and included in the social
program of the congress. Thus, both their
promotion and their practicability is en-hanced.
Entertainment, shopping, excursion,
recreation and professional opportunities
as included in the extra conference oppor-tunities
are among the factors affecting the
area choice of congress and meeting organi-sations
(Crouch & Louviere 2004). If we
define creative tourism as entailing the
tourist’s participation in activities at the
destination, we may also conclude that
congress tourism often includes creative
tourism.
Congress hotels and congress centres
provide consumers information about their
own respective services and use the com-munication
channels to promote their sales.
Being components of the marketing mix,
such promotional instruments as advertis-ing,
sales promotion, personal sales, public
relations, direct marketing, sponsorship
and written communications (Cooper 2005)
become especially important in those pe-riods
when demand is low. Promotional
activities make the intangible character of
congress tourism tangible. In addition, such
activities may be used together with crea-tive
tourism, thus ensuring a greater atten-tion
and desirability. Promotion is vital in
creating awareness of the event and a de-sire
to participate (Hoyle, 2002). For in-stance,
a congress organiser may watch,
practise and record an activity - for exam-ple
the wine making activity - during the
inspection trip which is organised at the
marketing stage of a congress, and then
may present this process to his/her custom-ers
to enhance the preference of the organi-zation.
Partnership is also important for con-gress
tourism, which is an integrated in-dustry.
Without transportation, there is no
point in having a self-contained accommo-dation
facility. The purposes of the most
excellent airports loose their economic val-ue
without accommodation facilities. All
corporations as included in the field of
partnership with congress centres are po-tential
customers for creative tourism.
While participants who are coming for a
congress are directly included in the crea-tive
tourism activities, their friends and
colleagues can be potential customers, if
they get positive feedback.
People are a vital element of the mar-keting
mix. While the importance attached
to people management in improving the
quality within companies is increasing, it
assumes a much greater importance within
the service sector (Palmer, 1994). Two ma-jor
groups of people can be mentioned in
service marketing, employees and custom-ers.
Marketing’s main focus is consumers,
who must be guided to the services and
must be satisfied through new and differ-ent
proposals. Most important of all, there
must be some interdepartmental coopera-tion
within the business for the satisfaction
and repeat purchase of customers. It is the
employees who will ensure such coopera-tion
and accomplish this aim. In creative
tourism, the people factor has a special
importance, as it is a person who will teach
and implement the creative activities and
workshops. Furthermore, interaction with
the local community to achieve a mutual
learning experience is stated as one of the
aims of creative tourism (Richards & Wil-son,
2006). Therefore the integration of the
community within the congress tourism
marketing mix is essential in order to in-crease
the attractiveness of the product and
ensure that the benefits of tourism are
passed through to the community.
The above model focuses on how creative
Yozcu and İçöz 111
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
tourism activities may be integrated into
the congress tourism marketing mix. It has
the merit of pointing to the added value
and differentiation capabilities that crea-tive
tourism activities provide at the vari-ous
stages of the marketing mix. The fol-lowing
section provides a discussion on its
practical applicability, based on an inter-view
with a congress organizer.
Applicability of the Model
In order to get insights into practical
aspects of the model, an interview was held
with an organisation company in June
2009. The specialty of the company is con-gress
and meetings in the Izmir region, in
Turkey. The practicability of this model for
the marketing mix of an international con-gress
which the company will be organising
in the near future was evaluated, together
with the general manager of the company.
The future congress is organised by an as-sociation
for its members under the theme
“changing and strengthening”.
The starting point in the development
process starts with planning the best sea-son
for this congress. Creative tourism ac-tivities
suitable to the characteristics of the
region are also considered within the con-gress.
A programme and an offer will give
way to the offering and pricing stages. In
this phase, such components as accommo-dation,
transfers, operational services,
guiding, rental of the place chosen for
workshops, instructors, etc. are included
into the price.
Due to the fact that the topic of the con-gress
is related to women, an activity con-cerning
the use of olive oil as the women’s
secret of beauty is organised within the
social activities of the congress. The partic-ipants
are offered the opportunity to partic-ipate
in the production of soap and shower
gel with the help of an olive oil company
operating in the region. It is also planned
that such shower gels and soaps produced
shall be offered for sale at the stands to be
erected at the foyer of the congress, and
that the profit made shall be credited to the
association.
The company first organised such pro-motional
activities as preparing an e-bulletin,
distributing posters to the mem-bers
of the association, using the sales rep-resentatives
of the company to visit the
members of the association and distribut-ing
promotional booklets, interviewing with
the person who shall be the workshop in-structor
and the head of the association
about the importance of the congress.
Moreover, an academician, who may lec-ture
on the importance of the use of olive
oil for beauty and health, and an interna-tional
speaker, expert on the topic of
“changing and strengthening”, which is the
main theme of the congress, are invited as
well. Furthermore, dressmaking and cake-making
workshops are also organised as
part of the social activities of the congress
within the hotel. In order to do this, the
hotel’s chef and the kitchen area of the
hotel are used for a workshop. One of the
halls of the hotel is prepared as a sewing
area and training is provided under the
supervision of the X sewing machine com-pany,
which is a sponsor.
At first sight the model looks different
and hard to organise for the company. Es-pecially
the workshops must be prepared
carefully, as they will constitute an impor-tant
marketing tool for this congress. How-ever,
after arranging the details of the or-ganization
the company was more positive
towards the idea. The general manager
indicated that the social program is very
important for the participation, so that
including creative marketing activities
within the congress’ program will make it
more attractive and increase the willing-ness
to attend. Furthermore, the possibility
for profit of the organization is also thought
to increase not only because of the more
appealing program, but also because of the
sponsorship capabilities that it provides.
So the managers of the company became
generally convinced about the applicability
of the model and its ability to increase the
number of participants and the profit for
the company.
The manager interviewed also indicated
that this kind of model can not be used for
every congress or meeting. Especially those
meetings which have an intensive program
can not use this model, as the creative
workshops or activities take too much time
to learn and to practice. He also suggested
that other target groups, such as spouses,
could be included in the model. While the
group is having the meeting, their spouses
112 A Model Proposal on the use of Creative Tourism Experiences
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
can attend the workshops. This may in-crease
the revenue derived from the meet-ing,
and provide an incentive for partici-pants
to attend with an accompanying per-son.
The applicability of the model can only
be conclusively evaluated after the meeting
has taken place. Therefore, the authors
plan to continue the research with follow-up
interviews. After the company uses the
model, feedback on its effect on the organi-zation’s
marketing activities will be ob-tained.
Conclusions
The importance of the model is due to
the considerable demand for a congress and
meetings from private companies, associa-tions,
unions and non-profit organisations.
Hotel sales departments, tour operators,
travel agencies, DMCs, event planners,
which are included in distribution chan-nels,
carry out target market surveys for
congress tourism and evaluate the incom-ing
demand. They schedule such demand
according to the seasonal conditions and
make a proposal for dates. Moreover, de-pending
on the seasonal conditions, crea-tive
tourism activities are also considered
and decisions are made as to what work-shops
and experiences shall be used. Then,
a product which is suitable for the target
market is identified and the pricing stage
commences. During this phase, the product
may be priced both as a package or on an
individual basis. While pricing a package
tour, the rental for the place where the
creative tourism experiences will be orga-nised,
the instructors for the workshops,
the catering services, and the costs of con-gress
tourism activities are included. Once
the price of the product is fixed, promotion-al
activities start in cooperation with
transport companies and catering firms,
considering the attractive aspects of the
destination selected. Sales promotion activ-ities
are especially important for the pro-motion
of the creative tourism experiences.
Personal sales and advertising activities
are used in the marketing of congress tour-ism
as well. In the latest periods, congress
centres are frequently promoted in the me-dia.
Finally, the mix is completed with the
people factor, which is the last element of
the mix. The producer and instructor of the
creative tourism experiences is a person. At
the same time, the organisation and suc-cess
of the congress activities also depend
on the people factor, given that tourism is a
labour-intensive sector. The mix is formed
after the completion of all these stages and
sales are planned to be realised, consider-ing
the consumer behaviours. Feedback is
derived from the behaviour of consumers
and the company sales. Accordingly, the
marketing mix, the product mix, the pro-gram
and the distribution mix are eva-luated
and controlled. The expected results
from the model include increasing the
number of participants and enhancing the
motivation of the group.
Although the basic objective of congress
tourism is formed by meeting organisa-tions,
a congress programme does not only
consist of meetings. Leisure times of the
meeting or after the meeting, various ani-mation
or cultural events, shopping, trips,
excursions, etc. are organised. Therefore,
congress activities must be compatible with
other types of tourism in terms of time and
space. In this context, the combination of
creative tourism and congress tourism may
occur. Creative tourism experiences are
combined with the marketing mix of con-gress
tourism, thus making congress tour-ism
more efficient.
Although creative tourism has been dis-cussed
for more than a decade, the integra-tion
of the concept within current frame-works
has not been analyzed. In this sense,
the current article aims at providing some
thought about the fit of creative tourism
activities within the congress tourism mar-keting
mix. Furthermore, the study also
identifies the areas where creative tourism
may add value and increase the competi-tiveness
of the congress product. In this
sense the study pointed to the importance
of creative tourism as a profit enhancing
capability for the organization. However,
researchers also determine that this form
of tourism may be used to increase the
learning experience of the tourists. This in
turn may result in greater satisfaction,
while the values and culture of the destina-tion
can also be preserved. Therefore, it is
also important that the topic be analyzed
from the tourists and the local community
perspectives. Further research needs to be
Yozcu and İçöz 113
PASOS. Revista de Turismo y Patrimonio Cultural, 8(3) Special Issue. 2010
ISSN 1695-7121
carried out to understand in more detail
how effective creative tourism activities are
to accomplish these objectives.
References
Astroff, Milton T. & Abbey, James R.
1988 Convention Sales and Service. USA:
Waterbury Press.
Butler, Richard W.
2006 “The Concept of a Tourist Area Cycle
of Evolution: Implications for Manage-ment
of Resources”. In Richard W.Butler
(Ed.): Aspects of Tourism: The Tourism
Area Life Cycle Applications and Mod-ifications.
USA: Channel View Publica-tions.
Crouch, Geoffrey I. & Louviere, Jordan,J.
2004 “The Determination of Convention
Site Selection: A logistic Choice Model
from Experimental Data”. Journal of
Travel Research, 43(2):118–130.
Cooper, Chris, Fletcher, John, Fyall, Alan,
Gilbert, David & Wanhill, Stephen
2005 Tourism Principles and Practice.
England: Prentice Hall.
Goldblatt, Joe J.
1997 Special Events: Best Practices in
Modern Event Management. New York:
John Wiley & Sons.
Hacıoğlu, Necdet
1991 Turizm Pazarlaması. Bursa: Uludağ
Üniversitesi Basımevi.
Hoyle, Leonard H.
2002 Event Marketing. New York: John
Wiley & Sons.
Hoyle, Leonard H, Dorf, David C. & Jones,
Thomas J.A.
1995 Convention Management and Service.
Michigan: Educational Institute Ameri-can
Hotel & Motel Association.
İçöz, Orhan
2005 Hizmet Pazarlaması. Ankara:
Turhan Kitabevi.
İslamoğlu, Hamdi.
2002 Pazarlama İlkeleri. Istanbul: Beta
Yayım.
Kotler, Philip
2003 Marketing Management. USA: Pear-son
Education International.
Olalı, Hasan & Timur, Alp
1988 Turizm Ekonomisi. Izmir: Ofis
Ticaret Matbaacılık.
Özer, Özer
2004 Ziyaretçilerin Tatil Yeri Tercihinde,
Pazarlama Karması Bileşenlerinin Rolü,
Dalyan Örneği. Unpublished Master
Thesis, Dokuz Eylül Üniversitesi Sosyal
Bilimler Enstitüsü, İzmir.
Palmer, Adrian
1994 Principles of Service Marketing.
Berkshire, England: McGraw-Hill Book
Company.
Richards, Greg
2001 “The Experience Industry and the
Creation of Attractions”. In Richards
Greg (Ed.), Cultural Attractions and Eu-ropean
Tourism. USA: CABI Publishing.
Richards, Greg & Wilson, Julie
2006 “Developing Creativity in Tourist
Experiences: A Solution to the Serial
Reproduction of Culture?” Tourism
Management, 27:1209-1223.
2007 “The Creative Turn in Regeneration:
Creative Spaces, Spectacles and Tour-ism
in cities”. In Melanie K. Smith (Ed.):
Tourism, Culture & Regeneration. USA:
CABI Publishing.
Raymond, Crispin
2007 “Creative Tourism New Zealand: The
Practical Challenges of Developing Cre-ative
Tourism”. In Richards, Greg &
Wilson, Julie (Eds.): Tourism Creativity
and Development. New York: Routledge
Taylor & Francis Group.
2009 “The Practical Challanges of Devel-oping
Creative Tourism”. In Wurzburg-er,
Rebecca, Aageson, Tom, Pattakos,
Alex & Pratt, Sabrina (Eds.): Creative
Tourism: A Global Conversation. Sante
Fe, New Mexico: Sunstone Press.
Zeithaml, Valerie A.
1988 “Consumers Perceptions of Price,
Guality and Value: A Means-End Model
and Synthesis of Evidence”, Journal of
Marketing, 52(3):2-22.
Websites
1.http://www.creativetourism.co.nz/aboutus
_ourstory.html (accessed: 25.07.09)
Recibido:
Reenviado:
15/09/2009
20/12/2009
Aceptado: 23/02/2010
Sometido a evaluación por pares anónimos