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In terms of brands to be located in tourism, the population is defined as next generation in another demographic belt. The most important feature of this group, which is between twenty and forty years of age in two thousand years, that is full of visual and science, grown with complex video games, recognizes and uses personal computer, is the most important feature of this massively suspicious advertisement and marketing. Although marketing communication to the next generation will have difficulties in itself, this group, which is the target group of the future, also has great opportunities for tourism. Another important category is women. Throughout the past century, the opportunities for women, whose effects and weights were ignored in the markets, have increased rapidly. The women of the house no longer settle in all areas of social life. The prolongation of the education process in terms of women also increased the age of marriage. Today, the average age of marriage in developed societies is between 25-27 years. Increasing career opportunities increased the speed of participation of women in the east and west to social life. Considering the rates of influencing the preferences of the rising woman in the household; creating holiday concepts that fit their preferences creates new opportunities for brands.

 

In tourism positioning in tourism, whether it is a tourism marketing communication of a country or a tourism brand, two points should never be overlooked. The first of these fundamental points is that human life tends to continue with stereotypes (strict, invariable, prejudice) in the general sense. As an example, when called to mind the Taj Mahal in India, Turkey Grand Bazaar is unthinkable when called. Although this situation seems to be relatively advantageous; all other relocations must fight this inherent perception. The second basic point is; Stroop effect (The three-stage cognitive control test developed by J.R. Stroop in 1935) .The importance of this test in terms of marketing communication. As a result, the visual perception is more basic, more archaic, and preceded by semantic processes. In this context, the clear, simple, clear, comprehensible and repeatability of the total message should be collected in all visual and verbal messages while positioning. When this integrity is achieved, technical and operational details remain. At this point, the imaginative and visual power of literature, cinema and television series contribute greatly to the promotion of the country, region and city. James Joyce's Dubliners have had a great impact on the promotion of Dublin, the promotion of Miami Vice TV series to Miami, and the TV series ”Asmali Konak James in Cappadocia. These arrays have enabled repositioning of their regions beyond the effect. In addition to providing significant advantages to many countries, the unity of the cinema and tourism industry has also had negative effects. Although it is known how much damage is done to our economy by Orient Express, it is as if this did not happen; Trojan horse used in the movie that contribute to the promotion of the country to be brought to Turkey attempts have also taken place in the world press with the tragicomic situation. Such interventions should be resolved in serious, consistent and controllable steps.

 

Brand Architecture in Tourism

 

The basis of creating brand awareness is to create mental metaphors in the target audience. How this is created depends on the basic features of the product or service. Today, the reason for the growth and shrinkage of many tourism brands is the problem of positioning or regressive positioning of the brand architecture. The biggest reason for this is the need to look again for the inherent nature of tourism. At the points where the product becomes a service, tourism and holiday products constitute a whole consisting of complex values. In this respect, it is possible to list the characteristics of tourism products as follows.

 

1- It is an indelible, abstract

2- Not separable

3- Multiple factors affecting the product

4- It is baseless

5- Not storeable

6- It is metamorphic

Over-positioning is also expected to maximize the expectations of the consumer and, if so, to eliminate or even destroy the benefit. The desire to provoke consumer benefit visually and verbally and immediately reach the end result in destroying brands in the consumer mind. One of the examples is Beypazarı- Ayaş. (Although the two cities offer different and special experiences for different places of tourism, it is possible to see the desire of Ayaş district to resemble to Beypazarı in verbal and visual imagery.) For both repositioning Ayaş on her own uniqueness and locating the region where they are located. it is possible to turn the riches they have into a big tourism potential thanks to their cooperation. The sociological tradition in city positioning, the effectiveness and importance of urban sociology, the neglect of city culture and marketing aspects in master plans; it is possible to see the details affecting the branding process of the cities. Now we know that; Discourses such as em the best holiday village in the world ler, ”The best beach in the world“, k The only address of comfort and peace “are not included in the consumer mind. Low positioning is the market size, growth potential and lack of market depth in the marketing communication of the goods or services offered. The typical case is that the brand is positioned far below the leader and does not take advantage of the market depth created by the leader, ignoring it. An example of this is the fact that Belek does not benefit from the accelerating effects of golf and sports tourism.

 

The contemporary human being fed by the giant informatics river behind the fact of positioning in tourism; it is under the siege of mixed and weak information. While tracing the popular and fashionable; edutainment is a magical microcosmos that changes / confuses political knowledge with infotainment, art and culture with entertainment.

 

Relocation in Tourism Market

 

Positioning is simply to exist in the mind of the consumer. Being there does not mean to be new, different, different, creative. Positioning is to rationally use, existing ‘instead of creating something different in this sense, to reinterpret the existing one. Excessive communication creates blindness. This creates a deeper suspicion in the consumer that communication is coming from advertising. The only way to elevate the advertising message to the top of the mental categories is to create a positioning strategy. One point that should not be forgotten in positioning is gereken Leader Multiplier Konum. The leader multiplier is that the first one in the market is twice the size of the second and the second is always twice the size of the third. In this sense, the market share of the fifth is only 6.25% in a ranking of five. Positioning under the leader when positioned in the market, theoretically has always been defended. But the biggest question is who is the leader in terms of marketing management? The choice of the wrong leader is an anomic condition that always distorts the brand's positioning and product-price balance. Positioning anomaly is the most fundamental problem waiting for brands in the future. Repositioning is a condition that occurs with market saturation. Two thirds of today's consumers no longer find any difference between many products / services. Profit margins in tourism, market saturation, stagnant sales, aggressive price reductions, rapidly changing social structures, political developments and information speed are rapidly moving many brands to the brink of repositioning. So much so; does not mean Brazil samba, beautiful girls, long beaches anymore. Brazil's economic crises, poor ghettos, crowded beaches and poor quality service also means in the mind of consumers. As the information becomes more and more, the mystery of the place is lost. In this world, the message given in the country positioning should be unique, clear and distinct in all communication channels. The main challenge here is that the media is fed by the tragic. There are very few reports of positive attitudes and behavior. It creates and creates a nation's brand personality in all its political, economic and cultural orientations. One of the examples that will be given to the repositioning is the tendency of the brands to the domestic market in the contracting foreign tourism market. In fact, the fact that the work is done with the feeling that we are in need beyond repositioning does not create the effect expected from the advertising campaigns. The perception of a exile in their own home en created by the brands in the domestic consumers both destroys market potentials and is the biggest obstacle to efforts to spread tourism to twelve months, which is a big problem for them.

Kemal ÇİFÇİ

Brand Consultant

October 2008- Kızılay-Ankara - TURKEY