Turizm Ürünlerinin Pazarlanmasinda Fiziksel Kanit Stratejileri

As products offered in the service sector carry mostly abstract features, it is required to use some concrete data in the marketing of these products. As such, tourism business enterprises offer their products to the liking of the target audience making their physical conditions concrete with elements such as space, design, light, color, logo, sign, symbol, etc. to market their products more effectively. These elements, which are referred to as physical evidence in terms of tourism marketing mix, ensure the customers have an idea before the use of tourist products yet. Also such physical structure factors would demonstrate proofs of a company's service concept, the level of its quality, cleanliness and hygiene sensitivity and provision of a payment made by customer. To sum up, tourism business enterprises have to offer this kind of physical evidences from the beginning until the end of a journey. Secondary data have been used in this literature-search based study. The aim of this study is to lay stress on the importance of physical evidence strategies which is peculiar to touristic product marketing, and to bring recommendations to touristic enterprises in their application and decisions in this matter. The use of physical evidence in marketing should be required to evaluate a strategy, not only tourism businesses but also the same way that countries wishing to get a bigger share of tourism. Countries, will develop tourism promotion at work, attend fairs and events in the country's history, culture, geography, climate, cuisine, folklore exhibit concretize their value as be of benefit in providing effective marketing and competitive advantage point.