Information Package / Course Catalogue
Tourism Marketing
Course Code: TUİ304
Course Type: Required
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The objective of the course is to demonstrate the students to evaluate and apply the tools, concepts, theories and knowledge of marketing in terms of tourism; to motivate the students about developing new information, concepts, theories and tools related to marketing.

Course Content

Conceptualization of marketing, onceptualization of tourism marketing, the behaviours of touristic consumers , the process of vacation purchasing , touristic demand and types of tourists, tourism markets and market segmentation, product choices in tourism, the decisions about pricing and distribution in tourism, promotion decisions in tourism

Name of Lecturer(s)
Assoc. Prof. Ahu YAZICI AYYILDIZ
Learning Outcomes
1.To be able to employ the qualifications of tourism marketing,
2.To be able to recognize the significant features of the sector,
3.To be able to organize the process of vacation purchasing,
4.To be able to identify the differences between the product and service
5.The students comprehend the attributes, dimensions and levels of the touristic product.
6.The students learn what are the methods of touristic pricing.
7.The students understand what are the touristic distribution systems and marketing middlemans in tourism.
8.The students understand what are the promotion approaches and dimensions and how to use this approaches and dimensions.
Recommended or Required Reading
1.Rızaoğlu, Bahattin (2007), Turizm Pazarlaması, Detay Yayıncılık, Ankara.
Weekly Detailed Course Contents
Week 1 - Theoretical
Concise and short conceptualization of marketing (obstacles of marketing necessary to deal with, the principles for being marketing directed, functions of marketing)
Week 2 - Theoretical
Conceptualization of tourism marketing ( characteristics of tourism marketing, the development of comprehending tourism marketing, attributes of the service, attributes of tourism marketing)
Week 3 - Theoretical
Touristic consumer’s behaviour (the advantages of touristic consumer’s behaviour research, psychological, social, cultural, individual, situational factors of touristic consumer’s behaviour)
Week 4 - Theoretical
The process of vacation purchase decision (phases and factors of this process, attributes and types of the perceived risk)
Week 5 - Theoretical
Touristic demand and the types of tourists (the factors shaping touristic demand, attributes of touristic demand, the types of tourists)
Week 6 - Theoretical
Tourism markets and market segmentation (the attributes of market and marker segmentation, assumptions based on market segmentation, advantages, conditions and methods of market segmentation, classification and attributes of tourism markets)
Week 7 - Theoretical
Touristic product decision ( the attributes of touristic product decisions, the dimension and levels of touristic products, classification touristic product, the characteristic of touristic product, strategies of touristic product)
Week 8 - Theoretical
Touristic product decision ( the attributes of touristic product decisions, the dimension and levels of touristic products, classification touristic product, the characteristic of touristic product, strategies of touristic product)
Week 9 - Intermediate Exam
Touristic pricing decision (the objectives of pricing, pricing approaches, alterations in pricing)
Week 10 - Theoretical
Touristic pricing decision (the objectives of pricing, pricing approaches, alterations in pricing)
Week 11 - Theoretical
Touristic distribution (bringing tourist) decision: distribution systems ( distribution function in tourism, distribution systems and types in tourism)
Week 12 - Theoretical
Touristic distribution (bringing tourist) decision: marketing middlemans in tourism (activities and classification of tourism marketing middleman)
Week 13 - Theoretical
Touristic promotion decision (dimension of promotion, approaches in promotion- advertising- public relation- merchandising- informing, publicity, lobbying, personal selling)
Week 14 - Theoretical
General review
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141242
Assignment52010
Midterm Examination1819
Final Examination110111
TOTAL WORKLOAD (hours)72
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
PÇ-15
OÇ-1
4
4
2
4
1
2
1
2
1
4
2
4
4
5
5
OÇ-2
4
3
2
5
2
1
1
1
5
2
5
5
5
5
5
OÇ-3
3
4
3
4
2
2
1
2
1
4
1
3
4
5
5
OÇ-4
4
3
2
5
1
1
1
2
1
4
2
2
5
5
5
OÇ-5
5
4
3
4
2
2
1
1
1
4
2
2
4
4
5
OÇ-6
4
3
2
5
1
1
1
2
1
5
2
3
4
4
5
OÇ-7
3
4
3
5
1
1
1
2
1
5
2
2
5
5
5
OÇ-8
4
3
3
5
1
1
1
2
1
5
2
2
5
4
5
Adnan Menderes University - Information Package / Course Catalogue
2026