Marketing Azerbaijan: Positioning in neighbouring and regional markets / Azerbaycanın destinasyon pazarlaması: Komşu ve bölgesel pazarlarda konumlandırma

Abstract

Bu araştırmanın temel noktası komşu ve bölgesel pazarlarda destinasyon marka konumlandırmasının önemini belirlemek ve Azerbaycan için etkili konumlandırma stratejisi önermek olmuştur. The key point of this research was to identify the importance of a destination brand positioning in neighbouring and regional markets and to suggest effective positioning strategy. Azerbaijan is not well known country in the World, consequently tourism opportunities of the country can be viewed as insignificant. Therefore, enhancing the image of the country along with carrying out promotion campaign that informs potential tourists is essential. The objectives of current research were following: 1) to evaluate the perception of Azerbaijan among neighbouring and regional countries, 2) to explore obstacles that prevent potential tourists in regional markets from visiting the country, 3) to suggest positioning strategy that based on positive perception of Azerbaijan in neighbouring countries, 4) to suggest which measures can be taken to enhance tourist flow from neighbouring and regional countries to Azerbaijan. The research outcomes reveal a lack of information concerning the touristic offerings of destination Azerbaijan. Other obstacles that prevent development of incoming tourism in Azerbaijan are price policy of local stakeholders, limited number of offerings within the country. It is recommended to consider the importance of regional markets in context of incoming tourism, to enhance touristic propositions, and by reconsidering the price policy make visiting of Azerbaijan affordable for larger number of tourists. Keywords: