Vol. 4 No. 2 (2024): Elegest Elegeş
Makaleler

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi / Pricing decisions in tourism: nationality difference fee case study

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  • Fikret Işık
Fikret Işık
Alanya Alaaddin Keykubat University, Gazipaşa Mustafa Rahmi Büyükballı Vocational School

Published 30.09.2024

Keywords

  • Pricing,
  • dynamic pricing,
  • international marketing,
  • tourism marketing
  • Fiyatlandırma,
  • Dinamik Fiyatlandırma,
  • Uluslararası Pazarlama,
  • Turizm Pazarlaması

How to Cite

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi / Pricing decisions in tourism: nationality difference fee case study. (2024). Elegest Elegeş, 4(2), 94-109. https://doi.org/10.64360/x5p8nf50

Copyright (c) 2025 Fikret Işık (Yazar)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Turizmde fiyatlandırma kararları: milliyet farkı ücreti vaka analizi / Pricing decisions in tourism: nationality difference fee case study. (2024). Elegest Elegeş, 4(2), 94-109. https://doi.org/10.64360/x5p8nf50

Abstract

The tourism sector, which is of strategic importance, has a fragile structure open to national and international influences. While digitalization provides significant advantages to tourism businesses, it has also created new risk areas for the fragile structure. While digitalization offers revenue management to businesses through dynamic pricing, it also offers some opportunities to consumers. This two-way opportunity creates a crisis/opportunity dilemma for businesses. This study was conducted to analyze the incident known as the “nationality difference fee” in depth in terms of tourism marketing. In this context, the case was evaluated from the aspects of pricing, marketing communication and marketing ethics. In accordance with the aim of analyzing the case in depth, exploratory case analysis was adopted as the methodology. It is recommended that businesses, especially in the service sector, which require a consumer-oriented marketing approach, should prioritize consumer satisfaction, follow national and international sensitivities, continuously train employees in contact with consumers, minimize potential conflict areas and act proactively in social media communication.

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