The relative importance of promotional activities as perceived by UK-Based travel intermediaries about Turkey

This paper primarily focuses on exploring the relative importance of promotional activities for travel intermediaries. The research sample was drawn from the UK-based travel intermediaries that organise tourist tours to Turkey in the official web site of London Turkish Promotion Office. Data was collected through self-completed questionnaires and analysed through the quantitative method. In relation to the promotional activities of travel intermediaries, personal selling and advertising emerge as the most frequently applied promotional methods. Of all promotional items, brochures have been found to be the preferred promotional tool, followed by online selling and Internet advertising. Furthermore travel intermediaries still give relatively more importance to personal selling through the office in order to disseminate their message to the consumers.