Festivals and destination marketing: An application from Izmir city

Abstract

Purpose: Studies indicate that there is a direct relationship between the successful organizations of festivals and the number of visitors and tourism income of a city destination. Thus festival marketing efforts have a direct impact on city marketing efforts. This study aims to explore the festival marketing potential of Izmir city that seems to lag behind the general tourism development of Turkey. Methods: The study comprises of two main sections first a literature review on festival marketing followed by a qualitative research at Izmir’s festivals. It tries to determine the positive impacts of Izmir’s festivals on destination marketing and by grouping and categorizing them under similar characteristics figuring out the most promising ones. Research consists of in-depth interviews during festivals at Izmir. Results: The results of the study indicate that among the all festivals held in Izmir culture and gastronomy themed ones are more memorable than sports themed ones therefore more effective for destination branding applications. Implications: As practical implications Destination Management Organizations Destination Marketing Organizations destination and city marketers festival managers and destination tourism developers may benefit from the findings of this study. As an overall implication it may be advisory for destination festival and event planners to group the destination’s festivals and invest in the most promising and appropriate category for effective branding practices. © 2023 Elsevier B.V. All rights reserved.