The role of non-governmental organizations in destination marketing: case of Antalya

Abstract

Destination marketing is a complex and collective effort that requires the contribution of different stakeholders. Destination Marketing Organizations (DMOs) play an important role in the promotion of the destination. DMOs consist of particular stakeholders, use different marketing channels and act according to the marketing strategy of the country. They are responsible for the competitiveness of the destination and try to attract visitors by following effective marketing strategies. Today, DMOs’ promotional activites are aided by social media and other technological innovations. This research aims to explain the role of Non-Governmental Organizations (NGOs) in destination marketing in terms of their use of social media, other promotional activities and collobarative marketing efforts. For this purpose, Antalya which is known as the capital of tourism in Turkey is chosen. NGOs that have Antalya, Tourism or Promotion in their names are covered in this research. Another research question is to determine the change in their marketing facilities during the COVID-19 pandemic. The research discusses the efficieny and types of their activities and proposes a systems approach to be developed. The implementation and necessity of collaborative destination marketing is discussed. The impact of COVID-19 on destination marketing from the perspective of NGOs is evaluated.