TOURISM MARKETING ROLE IN PROGRESSING ERBIL'S IMAGE

Abstract
Currently tourism is the main source of raising the economic level and it is the most popular industry in the world. Most of the countries have been able to tread rapidly the evolution in this sector, by maintaining their resources (natural, historical heritage and the nature of its climate). Hence, Erbil is not devoid of these natural wealth and stunning views, these resources and advantages gave Erbil a great distinct tourist nature compared to the rest of the provinces in Iraq. After establishing the General Board of Tourism in Erbil, government attention on tourism sector has been increased, by working on large-scale projects in this sector in a side and encouraging the private sector role and the foreign investment movement in this area in the other side. Here regarding to our research and the subject of the study, we are going to focus on these issues: Highlighting the role of the two sectors (Private and Public) in the field of tourism since 2008. Displaying the role of marketing in succession the tourism sector in Erbil. What are the plans and projects of the General Board of Tourism in upgrading and raising the level of tourism marketing efficiently? How the General Board of Tourism can keep and maintain the sustainability of tourism and tourism marketing, to create a good image of tourism in Erbil?

TOURISM MARKETING ROLE IN PROGRESSING ERBIL'S IMAGE

Attestation

I am aware of the Ishik University's policy on completing my dissertation, also understand and realize the nature of the "Plagiarism System" and what subsequent of responsibilities and punishment. Here, I verify and officially state that this dissertation is my work during the preparation of my Bachelor graduation research, except the local and foreign sources that I used them to complete this work and access to reach the results that helps to achieve the goals and objectives of this research.

Signature

Date:

/ 2013

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TOURISM MARKETING ROLE IN PROGRESSING ERBIL'S IMAGE

Acknowledgements
This thesis would never have been accomplished without the help of my colleagues, friends and relatives and I would like to express my deepest gratitude to all of them. First of all, I would like to acknowledge my gratitude to my supervisor, Ozgur Ozmen for giving me the opportunity to work under his command as Bachelor student and also for Ahmad Demir for his support, guidance and encouragement throughout this work. Thanks are offered to the Department of Business Management/ Faculty of Economic and Administration Sciences, Ishik University for providing the facilities. My special thanks should be paid to Mawlawi Jabar Wahab the General Manager of The General Board of Tourism for his wisdom, patience and understanding. I also would like to thank the staff of General Board of Tourism and Sarbast Khdir the Information Director, Board of Investment with supporting and providing all the necessity to accomplish this work. I also would like to express my real acknowledgement and deepest gratitude to my dear family, for their endless patience, love, support, understanding and encouragement in the most difficult period in my work. Also to my entire classmates and colleagues for their extremely

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TOURISM MARKETING ROLE IN PROGRESSING ERBIL'S IMAGE

Table of Contents

Subject
Abstract Attestation Acknowledgement Table of Contents Introduction

Page Number
I II III IV-V 1-3

Chapter One
Tourism Marketing 1.1 Marketing 1.1.1 Marketing Principles 1.1.2 Marketing Process 1.1.3 The Importance of Marketing 1.2 Tourism 1.2.1 Tourism Concept 1.2.2 Tourism Types and Patterns 1.2.3 Tourism Development 1.2.4 The Importance of Tourism 1.2.5 Tourism Dimensions by WTO 1.2.6 Tourism Impacts 1.2.7 Tourist Destination 1.2.8 Tourism Service Concept 1.2.9 Types of Tourism Services 1.3. Tourism Marketing 1.3.1 Tourism Marketing Definition 1.3.2 Tourism Marketing Characteristics 1.3.3 Tourism Marketing Stages 1.3.4 Tourism Marketing Functions 1.3.5 Tourism Marketing Objectives 1.3.6 Tourism Market 1.3.7 Mix Marketing in Tourism Sector 4 5 5-8 8-9 9 10 11-12 12 13 13-14 14-16 17 17-18 18 19 19-20 20 21 21 22 23-24 24-27 28 28 29 29 29 29 29 29 29 29 29 29-30 30 31
IV

Chapter Two
2.1 Erbil's Overview 2.1.1 Geographical Data 2.1.2 Total Area 2.1.3 Languages 2.1.4 Religions 2.1.5 Ethnic Groups 2.1.6 Currency/ Exchange Rate 2.1.7 Time Zone 2.1.8 Climate 2.1.9 GDP per capita 2.1.10 GDP Real growth Rates 2.1.11 Population 2.1.12 Visa 2.1.13 Working Hours

TOURISM MARKETING ROLE IN PROGRESSING ERBIL'S IMAGE

2. 1.14 Official Holidays 2.1.15 International Code 2.1.16 Trade Partners 2.2 The competitive advantage for Erbil as a tourist destination 2.3 Tourism Variety in Erbil 2.3 Religious Tourism 2.3 Eco Tourism 2.3 Cultural Tourism 2.3 Political Tourism 2.3 Archaeological Tourism 2.3 Water Tourism 2.3 Medical Tourism 2.3 Adventure Tourism 2.4 Investing Tourism Sector 2.5 Licensed Investment Projects in Erbil 2.6 Statistical Comparisons

31 31 31 31-35 35 35 35 36 36 37 37 38 38 39 40 40-45

Chapter Three
Studying Tourism Marketing Plan 3.1 Erbil's Tourist products 3.2 Tourism Products 3.2.1 "Nature" as Tourism Products 3.2.2 "Culture" as Tourism Products 3.3 Developing Erbil City as a tourism products in Kurdistan Region 3.3.1 Developing Entertainment Factor 3.3.2 Developing Culture Factor 3.4 Preparing the Budget for a Successful Plan 3.5 How the Marketing Concept will Increase the awareness? 3.6 Marketing Activities Objects 3.7 Future Target for Erbil's Tourist Product 46 46 46 47 47-48 48 49 49-51 51 52-54 54-55

Chapter Four
Constructing an Image for Erbil as a Brand 4.1 The Theoretical Part 4.1.1 Branding Erbil City as a Marketing Duty and Responsibility: 4.1.2 Major Steps to Form a Brand 4.1.3 Tools for Establishing Brand Destination 4.1.4 Defining Core Elements for Brand 4.1.5 Logos and Slogans Estimation 4.1.5.1 Recommended Logo 4.1.5.2 Recommended Slogan 4.2 The Practical Section (SPSS Analyzing) Conclusion Appendixes References 56 56 57 57-58 58 59 59 59-60 61-126 127-129 130-142 143-145
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