Destinasyonlarin Toplanti Turizmi Amaçli Pazarlanmasinda Kongre ve Ziyaretçi Bürolarinin Rolü: İstanbul Kongre ve Ziyaretçi Bürosu Örneği The Role of Convention and Visitors Bureaus in Marketing of Destinations For Convention Tourism Purposes: The Case of Istanbul Convention and Visitors Bureau

This study aims to reveal the role of a Convention and Visitors Bureau (CVB) as a destination marketing organization in marketing of destinations for tourism purposes. Meetings, fairs and exhibitions have created the most economic value and are the fastest growing section of the tourism industry even if they indicate some fluctuations due to reasons such as economic stagnation, the increase in oil prices and terrorist attacks. As a special kind of tourism which has different features compared to others, the basic attraction element for the convention tourism is the convention itself. For the convention tourism, accessibility of a destination is more important than destination attraction elements which are seen as crucial elements for many tourism types. As a country or city, presence of infrastructure and quality convention and accommodation superstructure which require rather large investments are essential to be able to get a share from convention tourism which has high-status participants and provides higher yield both from the economical and image points of view with its organization. But today, having the necessary infrastructure and superstructure is not enough to get the desired share from convention tourism. Because of its high return, almost all countries’ efforts to develop required supply structure to get a share from convention tourism constantly intensify the competition in the sector. In addition to infrastructure and superstructure, increasing competition in convention tourism makes marketing and promotion activities important and highlights the role of CVBs as destination marketing organizations. Although all enterprises which form the sector contribute to marketing and promotion of tourism destinations for tourism purposes at a certain level, the main marketing tasks are carried out by the CVBs. CVB is defined as a non-profit organization which is commissioned with representing a particular destination and help communities’ development in the long term through a travel and tourism strategy, is a destination marketing organization. The main task of the CVBs to develop their cities as attractive destinations for visitors with convention and entertainment purposes, promote them, improve their image, and provide economic contribution. With a developing role of the CVBs in the tourism sector through the history, today they have turned into an organizations which continues to maintain marketing activities not only for convention tourism purposes but also general tourism purposes. CVBs are the assistant organizations in inviting the visitors who form their target markets, tour operators and meeting planners to their cities by its services, providing information on tourism attractions of cities, facilities and conditions required for the conventions and establishing a communication bridge between producers and enterprises. In short, they are the organizations which sell the cities. CVBs fulfill their tasks by improving the image of cities which they market as an attractive destination for