Sustainable outcomes of the turkey campus 2009

Şirince 15.08.- 05.09.2009

Introduction

What is a Campus?

Our Campus 2009...

Location

Participants

Sustainable Outcomes

Photos

Future Campus Plans

Sustainable Outcomes

The Campus group did not only work on the status quo of the potentials for responsible tourism in Şirince, but on the needs for a proper marketing strategy: "Changing the offer to steer the demand" and the necessary marketing strategies after having defined a group vision for the village. The vision is an important guideline and a means to check on strategies and their implementation.

The handbook gives many proposals how to reach this aim, this vision. It gives practical tips how to make tourism in Şirince "greener", more sustainable, how to enhance diversity and make the village more attractive for its own local populace as well as for for visitors.

We hope that the results of the campus turns out to be useful and practicable for the people of Şirince and that they will provide an incentive to give their future more sustainability.

Download the
handbook here

How do we want to see Şirince 10 years from now?

Our VISION :

The participants even developed a logo for Şirince:

"Şirince is an attractive historical village with fully restored authentic, yet carefully modernized houses and its own special atmosphere. The villagers are aware of their own cultural and natural values and have successfully planned their lives accordingly. Their main source of income derives from a well managed, sustainable and responsible tourism: they offer locally grown organic food and diversity of homemade quality products, which mirror their souls and traditions. The villagers share their way of life with tourists who appreciate their offers and are in close contacts with the visitors."

Marketing and Lobbying

Marketing is a tool. It provides the means to promote a product (an idea, a vision, a strategy...) to the potential target group, person (buyer, customer, client, addressee...). To sell a product means to promote the whole of the idea behind it. Therefore these tools are same for marketing as for lobbying, for external as for internal use. To promote a different idea to tourist groups, first it has to be promoted to the people of Şirince.

Communication

Communication is one of the foremost important tools of all to promote an idea. Communications include all written, spoken, and electronic interaction with association audiences. A communication plan encompasses objectives, goals, and tools for all communications (Mayhall 2009).

There has been no communication plan before in Sirince, even though some moves in this direction have been done. During the project the idea of responsible tourism has been created and introduced to the locals on some extent, but in order to implement this in the practise, it has to be widely accepted and supported. It’s necessity to develop partnership between private and public sector. The handbook gives some hints about necessary communication plans and tools.

Target Groups

We defined four different target groups:

1. The Gourmands
2. The Individual Tourist with a Conservation Orientation
3. Nature interested Families
4. Groups interested in having Meetings in the Mathematic's Village
(Congress Tourism)

Slogans

"Discover nature, explore Turkish traditions, come to Sirince!"

GROUPS:

Youth camps: "Have fun while cultivating your mind!"

Professionnals : "Work and team spirit in an unspoiled nature" or

"Amazing place for your meetings"

Tourists groups: "Let’s enter Turkish traditional life!" or

"Explore Turkish traditions" or

"Live countryside daily life"

INDIVIDUALS:

Gourmands: "If you haven’t tasted Sirince’s food, you haven’t been to Turkey" or

"Good wine, good fruit... Let’s travel 'gastronomically'!"

Culture/nature lovers: "Here’s the last Ephesus" or

"Let’s discover the last Ephesus!" or

"How about discovering the last Ephesus?" or

"Make an appointment with culture and nature" or

"Let’s hike in unspoiled nature!" or

"No more noise, no more concrete: just enjoy the beautiful landscapes!"

‘Conscentious’ people: "No junk food, no Club Med: just authentic village and landscapes" or

"Local organic food and eco-farming: the way you want to travel"

Families: "Sirince: the place where you can have fun with your children" or

"Action in nature with your family"

Promotion Poster Proposals (click posters to enlarge)

Promotion Strategy Approach

Target groups		Message	Distribution channels			Tools for giving tourist information
Individuals	Gourmet	Wine, good food, authentic atmosphere, good restaurants, luxury for gourmets.	Media communications	Non-media communications		Tourists’ guides, brochures, sommeliers, headphones.
			Travel magazines, gourmet magazines. Electronic media: internet (photos, videos, receipts), radio (advertisement, programmes about good food, wine)	Mouth-to-mouth promotions, gourmet events.
	Nature/culture loving tourists (birdwatchers, photographers)	Historical background, picturesque landscape, rich flora and fauna, unspoiled environment, authenticity.	Travel/nature magazines, travel reviews, books, newspapers, Electronic media: Internet, blogs, travel channels, TV-programmes, CD-ROMs.		Mouth-to-mouth promotion, tourism events.	Consultants, NGO’s, handbook, map, guides.
	Backpackers, caravan owners etc.	Hospitality, friendly people, affordability, infrastructure, easily reachable place.	Travel books, magazines. Electronic media: TV, Internet, blogs.		Mouth-to-mouth promotion.	Maps, handbooks.
Groups	Congress/business tourists	Conference, workshops, picturesque surroundings, restaurants.	News stories Electronic media: Internet		Direct contact with companies	Infocentre, handbook.
	Youth organisations	Education, action, participation	Youth magazines, family magazines Electronic media: Internet		Direct contact with youth organizations, forums	Guides, maps, books
	Families	Education, nature, culture, activities for children	Family magazines Electonic media: Internet		Mouth-to-mouth, family events	Tourism information centre, handbook, brochures, headphones.

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