Olga Rauhut Kompaniets, Daniel Rauhut (p)

The lack of accessibility to markets determines the absolute and relative competitiveness of peripheral regions. The combination of low population density and huge distances makes it difficult to achieve any economies of scale in terms of service provision, transport, ICT etc. in (spatially) peripheral regions. The concept of ‘aspatial peripherality’ describe regions with poor knowledge resources, e.g. poor quality of the local information technology infrastructure and no access or poor access to local, national and global institutional structures and networks. Limited resources makes some sort of public action a necessity; both types of peripherality have difficulties in attracting investments, business, residents or tourists. By applying place marketing strategies to such areas these above mentioned challenges can be met.
This paper aims to discuss the applicability of the 5P marketing model (place, product, price, promotion, people) in place marketing of peripheral regions. This study offers a theoretical discussion and will explore new routes of using this model in place marketing. In relation to this, policy implications of its implementation to peripheral areas will be discussed.
The findings indicate that the classical 5P marketing model offers a good point of departure in place marketing of peripheral areas, partly because of its ability to structure the work and identify areas of improvement. This applies for all possible target groups. Marketing activities need however to be designed differently for every target group and this paper offers some theoretical schemes to illustrate this. A policy finding when applying the 5P marketing model in peripheral areas is that the government needs to actively contribute - which is not the same as paying for everything! - to overcome e.g. the relatively bad accessibility and poor knowledge resources. Without an explicit long term commitment by the government, the market actors will feel uncertain about investing in peripheral areas.

Yana Yanikyan (p)

The purpose of this research is to study the phenomenon of city marketing and identify its role in the social and economic development. The project involves discovering the potential that city marketing holds for developing countries as well as bringing out the key features of city marketing's development trends and models in different countries and cultures. Each city's marketing reflects the core values of its inhabitants as well as creates a strong identity and builds a name to have a long lasting impact on public perceptions.
Method: The research method is based on the principles of combination and comparison of study materials and aims to bring out the current situation in developing countries as well as identify the direct connections and relationships between the development pace and future trends. The choice of the research methods is done according to the type of study, the theoretical and practical approach to it as well as its features and manifestations of the monitoring. The following techniques and models have been used to conduct the research: Autoregressive–moving-average model (ARIMAX, GARCH, ARDLM), Markov chains model, Fuzzy logic model, exponential smoothing and Delphi method and in-hall test.
Conclusion: During our process of research we came to a conclusion that as an independent factor city marketing is directly and indirectly linked to the political, social and economic processes in the country. And, what’s most important, city marketing is one of the essential parts of those processes. City marketing directly interacts with the tourism infrastructure and plays a major role in its development. City marketing should reflect the authenticity of the city being branded, helping to uncover its heart and soul and what makes it stand out and be valued. However, the best way to promote city’s brand is to preserve its unique character and charm and keep the old city pristine during modernization, balancing its historic preservation and modern innovations.

Kazuo Nishii (p), Konstadinos Goulias, Kuniaki Sasaki

In Japan many of previous tourism related transport studies have been concerned with the access-traffic and the secondary traffic problems in typical scenery tourist areas. Since 1990s, travel demand management measures have been actively implemented to reduce traffic congestion in major tourist areas in the annual peak periods. Their focuses have then changed over from transport-sector oriented themes to the area development involving tourism. This shift implies that we have to face the further challenge of how to evaluate the effect of area development measures not only on the increase in the number of visitors but also on sustainable local economic growth in the area. Under the background of the diversification, we have devoted ourselves to developing the Area Marketing and Management Approach (denoted AMMA).
In this paper, after briefly reviewing current tourism-related transport studies, we introduce the framework of the AMMA. The AMMA consists of ‘Area’, ‘Tourism’, ‘Area Marketing’ and ‘Area Management’. The targeted areas can be classified into several levels of hierarchical spatial structure. The separation of ‘Area’ and ‘Tourism’ can contribute to better understandings of comprehensive area-development measures and transport policies. Here ‘marketing area’ means ‘marketing the targeted city/region and branding the image of the city/region for aiming to more attractive tourist areas’. It here aims to create the brand-new value of the city/region through the diverse and synergic effect emerged from tourism related transport strategies.
The third section provides a basic concept of emergence in value of tourism destination. The emergence is here defined as the diverse and synergic effect of tourism marketing strategies in the targeted city/region. We here start to discuss how our AMMA can identify the diverse synergy in tourism destinations focusing on the spatial scale of the targeted city/area. It is also assumed that, the more individual cities/regions become diversified, the more intensified the interaction will become and they will trigger constructive dialogues. For achieving those diverse synergies, the area marketing strategies should accelerate exchanges by adding basic information of collaborated cities/regions and their transport networking to those on attractiveness and connectivity services. Ansoff’s growth strategy matrix model is here applied to a few cases of tourism destinations in Japan. The challenges of area marketing strategies in these cases are then discussed for getting more effective diverse synergies.
Finally, some analytical issues are summarized to establish our AMMA as a toolbox of evaluating these tourism related transport strategies.

Semiha Sultan Tekkanat (p)

Along with the changes taking place in the status of nation states, cities have begun to gain political reality and local authorities have sought to establish policies that will strengthen the urban competition. The competition in the global system has moved the local dynamics in many countries. Local government institutions and organizations are prepared for international competition conditions, and strategic goals, targets and strategies for international integration are determined. The tourism sector, which has economic, spatial, socio-cultural and political influences, is also the most important sector in this respect. It is observed that policies are being followed to increase the tourism investments by shaping the physical space in the cities. The city's efforts to increase its share of the existing potentials, local dynamics, differentiation policies and global competition are getting more and more attention every day.

Konya province, which is located in the Central Anatolia Region of Turkey, is the largest province of the country and has a population of 2,161,303 people. Konya, which is the 7th most populous city with its population, has a large area of many countries with an area of 41.000 km2. Sectoral distribution of province; 57.7% Service, 22.3% Industry, 20% Agriculture. Drawing attention with its young population ratio, Konya has 4 universities where more than 100,000 students are educated. One of the most important features of the province of Konya is that it hosts faith tourism. 2.5 million people visited the Mevlana Museum in Konya, which is a cultural tolerance city, according to the data of the year 2016.

In this study, it is examined how the path for Konya, which is considered as one of the attraction centers of the country, in the fields of agriculture, commerce, industry and tourism for country and region is examined. What are the current tourism potentials of Konya Province and how can they evaluate these potentials? Are the management system in Turkey, the relationship between the central and local governments, works of Development Agency’s in the city enough to move the current capacity of the Konya’s development? This study brings a critical perspective to these and smilar questions.