Evaluations of Chinese Travel Agencies on Mesopotamia Destination from theMarketing and Branding Perspective

Abstract

Purpose – The purpose of this study is to analyze the evaluations of Chinese travel agencies onMesopotamia destination from the marketing and branding perspective. Design/methodology/approach – In this study, a case study pattern that is one of the qualitativeresearch patterns, has been used. During the study, 5 questions were asked to learn the demographicinformation of the interviewers, and also 11 semi-structured interview forms including 10 questionswere prepared to receive their opinions about Mesopotamia destination marketing. Content analysishas been done for the obtained data by using MAXQDA Qualitative Data Analysis Programme. Findings – According to the findings of the study, it has been determined that the representatives of11 travel agencies coming from China think mostly that the local community in the region have greathospitality and also that local dishes have a wide variety and great taste. Additionally, they havedescribed the existing culture of religious tolerance, which has been one of the dominantcharacteristics of the region, as another important cultural value. On the other hand; the qualificationof the tourist guides serving in the region in Chinese and increasing the institutional capacities of thetravel agencies serving in the region are listed among the aspects of the Mesopotamia destination thatneed to be developed. Discussion – Mesopotamia destination is one of the most important regions of Turkey that can attractthe attention of Chinese tourists, in this sense, it is appropriate to consider China as a significant targetmarket to be used in tourism destination marketing.