SUSTAINABLE MARKETING APPROACH OF TRAVEL AGENCIES IN SUSTAINABLE TOURISM

Abstract

As in many countries, tourism is an important source of income in Turkey. In order to develop tourism and compete with other countries, a sustainable tourism approach must be adopted. The concept of sustainable tourism embraces the conservation of the natural environment, the continuity of biodiversity and natural life, and the understanding of tourism where all resources can be transferred to future generations. Within the scope of sustainable tourism, there have been developments in the marketing concept which is included in the tourism elements and left the traditional marketing place to the sustainable marketing concept. In this study, it is tried to convey the change in the marketing concept of travel agencies by literature review. With the development of communication technologies and changing customer demands, travel agencies need to keep up with changing conditions in order to survive. This is possible through the adoption of a sustainable marketing approach