Destination Marketing for Expatriates: A Case Study in Northern Cyprus
With the intensifying competition in the global tourism industry, there has arisen an important need to enhance destination marketing initiatives in order to remain relevant. With effective marketing approaches, it is possible to increase the visitors that a destination receives, which is a benefici...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2019-05-01
|
| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_3__2019.pdf |
| _version_ | 1828477014986719232 |
|---|---|
| author | Mohammad Abuhjeeleh Mohamed Dawood Shamout Mohammad Tahseen Sleimi Ibrahim Harazneh |
| author_facet | Mohammad Abuhjeeleh Mohamed Dawood Shamout Mohammad Tahseen Sleimi Ibrahim Harazneh |
| author_sort | Mohammad Abuhjeeleh |
| collection | DOAJ |
| description | With the intensifying competition in the global tourism industry, there has arisen an important need to enhance destination marketing initiatives in order to remain relevant. With effective marketing approaches, it is possible to increase the visitors that a destination receives, which is a beneficial outcome for any
destination. Therefore, it becomes a critical concern for tourism stakeholders to identify the different methods that can be used to enhance or make destination marketing approaches more effective. This article explores one such possibility and that is the use of expatriates as a tool to enhance the marketing
approaches as well as outcomes for any destination. Using the findings of a quantitative study carried out on expatriates in North Cyprus (Kyrenia City), the article discusses how these individuals can be an effective marketing tool. By using a questionnaire approach, with a study sample of 418 participants, the study
sought to establish the general attitude i.e. positive or negative) as well as the experiential image that the expatriates had of Kyrenia city and North Cyprus as a tourism destination on the whole. The findings revealed that expatriates could also be used as a critical marketing tool by helping further establish the destination Image, from an outsider’s perspective as well as in identifying the positive destination attributes to be incorporated in the area’s tourism marketing initiatives. |
| first_indexed | 2024-12-11T06:36:58Z |
| format | Article |
| id | doaj.art-a5e30a3d958f4e819aa0cd4fa4e20fa6 |
| institution | Directory Open Access Journal |
| issn | 2223-814X |
| language | English |
| last_indexed | 2024-12-11T06:36:58Z |
| publishDate | 2019-05-01 |
| publisher | AfricaJournals |
| record_format | Article |
| series | African Journal of Hospitality, Tourism and Leisure |
| spelling | doaj.art-a5e30a3d958f4e819aa0cd4fa4e20fa62022-12-22T01:17:20ZengAfricaJournalsAfrican Journal of Hospitality, Tourism and Leisure2223-814X2019-05-0183Destination Marketing for Expatriates: A Case Study in Northern CyprusMohammad Abuhjeeleh0Mohamed Dawood Shamout1Mohammad Tahseen Sleimi2Ibrahim Harazneh3Department of Tourism Management Middle East University, JordanDepartment of Business Management The American University in Emirates, United Arab EmiratesDepartment of Business and Economics Palestine Technical University, PalestineDepartment of Tourism Management Middle East University, Jordan With the intensifying competition in the global tourism industry, there has arisen an important need to enhance destination marketing initiatives in order to remain relevant. With effective marketing approaches, it is possible to increase the visitors that a destination receives, which is a beneficial outcome for any destination. Therefore, it becomes a critical concern for tourism stakeholders to identify the different methods that can be used to enhance or make destination marketing approaches more effective. This article explores one such possibility and that is the use of expatriates as a tool to enhance the marketing approaches as well as outcomes for any destination. Using the findings of a quantitative study carried out on expatriates in North Cyprus (Kyrenia City), the article discusses how these individuals can be an effective marketing tool. By using a questionnaire approach, with a study sample of 418 participants, the study sought to establish the general attitude i.e. positive or negative) as well as the experiential image that the expatriates had of Kyrenia city and North Cyprus as a tourism destination on the whole. The findings revealed that expatriates could also be used as a critical marketing tool by helping further establish the destination Image, from an outsider’s perspective as well as in identifying the positive destination attributes to be incorporated in the area’s tourism marketing initiatives.https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_3__2019.pdfExpatriatesDestination Image (DI)Experiential Image (EI)North Cyprus (TRNC)Kyrenia cityTourism Marketing |
| spellingShingle | Mohammad Abuhjeeleh Mohamed Dawood Shamout Mohammad Tahseen Sleimi Ibrahim Harazneh Destination Marketing for Expatriates: A Case Study in Northern Cyprus African Journal of Hospitality, Tourism and Leisure Expatriates Destination Image (DI) Experiential Image (EI) North Cyprus (TRNC) Kyrenia city Tourism Marketing |
| title | Destination Marketing for Expatriates: A Case Study in Northern Cyprus |
| title_full | Destination Marketing for Expatriates: A Case Study in Northern Cyprus |
| title_fullStr | Destination Marketing for Expatriates: A Case Study in Northern Cyprus |
| title_full_unstemmed | Destination Marketing for Expatriates: A Case Study in Northern Cyprus |
| title_short | Destination Marketing for Expatriates: A Case Study in Northern Cyprus |
| title_sort | destination marketing for expatriates a case study in northern cyprus |
| topic | Expatriates Destination Image (DI) Experiential Image (EI) North Cyprus (TRNC) Kyrenia city Tourism Marketing |
| url | https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_1_vol_8_3__2019.pdf |
| work_keys_str_mv | AT mohammadabuhjeeleh destinationmarketingforexpatriatesacasestudyinnortherncyprus AT mohameddawoodshamout destinationmarketingforexpatriatesacasestudyinnortherncyprus AT mohammadtahseensleimi destinationmarketingforexpatriatesacasestudyinnortherncyprus AT ibrahimharazneh destinationmarketingforexpatriatesacasestudyinnortherncyprus |