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Dergiler / Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty / 2026 / Volume: 12 Issue: 3

International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means

Hüseyin Ertan İnan(ONDOKUZ MAYIS ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, TURİZM İŞLETMECİLİĞİ BÖLÜMÜ)0000-0002-6642-4813
Sayfa
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Yayın Tarihi
2025-09-30
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries' rankings and clusters.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:International market selection (IMS) involves strategically identifying promising markets for business focus and expansion.
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Temel Bulgular & Veri:In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria.
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Sonuç & Katkı:The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries' rankings and clusters.
🔬Tür:Research Article
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:International market selection · Tourism Marketing · Destination Marketing

Abstract

International market selection (IMS) involves strategically identifying promising markets for business focus and expansion. Preliminary screening is recognized as a fundamental stage in the IMS process. During this stage, market alternatives are evaluated by eliminating countries that do not align with the predefined targets. This research aims to evaluate the market attractiveness of countries for Türkiye's Destination Marketing Organizations, utilizing a preliminary screening approach based on Grey Relational Analysis and K-Means. In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria. According to the results, countries are divided into four clusters. Cluster 1 includes two countries, the US and China, which are identified as the most attractive markets. In addition, twenty-one countries are in Cluster 2, twenty-nine in Cluster 3, and forty-seven in Cluster 4. The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries' rankings and clusters.

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Bu Makaleye Atıf Yap

İnan, H. E. (2025). International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means. Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty, Volume: 12 Issue: 3. https://doi.org/10.30798/makuiibf.1484987

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