Tourism Market Research of Antalya City Against Competitors in The Scope Of Destination Competitiveness

The economies have begun to give more importance to tourism policies and strategies with the exponential increase in tourism mobility. Each country develops and implements policies and strategies to get a share of the tourism market. However, it is seen that regions, even cities, in the tourism industry are now competing with cities in other countries and with other cities in the country due to the increased concentration of tourism activity in some regions of the country. Accordingly, tourism strategies and policies have been developed on the basis of regions and cities. Therefore, the main purpose of this study is to determine the markets in Antalya, Istanbul, Izmir and Muğla in which area they are expert and to identify profits of the competition between these cities have. For this aim, Russia, Germany, Britain, Iran and Ukraine was selected for the study. These are the countries sending the most tourists to Turkey in 2018, and Shift-share analysis was performed by utilizing the tourist data (secondary data) of Antalya, Istanbul, Muğla and İzmir in 2013-2018. Thus, the weak areas of the four destinations used in the study will be identified and recommendation will be given to improve the weak areas of Antalya.