Tourism Marketing in a Developing Economy: Frequent and Infrequent Visitors Contrasted

This empirical study investigates the travel-related behaviour of frequent and infrequent travellers to the Cappadocia region of Turkey. The results of the survey are used in preparing strategic marketing plans for a resource-bound service industry-tourism. The study of customer-related variables of tourism and travel is considered to be a useful marketing tool for the tourist industry as well as for tourism policy-makers in government. Information obtained by these parties may be used to target their marketing strategies more precisely. It is concluded that the local tourism industry, especially, may find the research results useful in planning and organising holiday ‘packages’ to attract more foreign visitors.