Key competencies and areas of expertise

The Cappadocia University Social and Strategic Research Center (KÜN SSÇM) has developed key competencies in the field of tourism in collaboration with local, national and international stakeholders from public and private sectors and academia. The key areas of specialization includes sustainable tourism planning and development, strategic planning and roadmaps, international standards development and implementation, competitiveness and sustainability analysis. 

Areas of expertise of our center

Since its establishment, the KÜN SSÇM has developed expertise and experience in the following key areas within the scope of projects carried out with public and private sector stakeholders:

• Sustainability standards and management, 
• Strategic planning and trend analysis in tourism,
• Competitiveness and market analysis 

Sustainability standards and management

Emphasizing the importance of sustainability standards and management, our Center offers a comprehensive range of services to various stakeholders in the public and private sectors. These services range from sustainability management consultancy to process planning and management required to comply with global and national standards in the field of sustainable tourism, as well as training programs to increase knowledge and awareness in this field.

Our sustainability management consultancy service provides strategic guidance and solutions for organizations to achieve their sustainability goals in environmental, economic and social dimensions. Within the scope of this consultancy service, we assess the current sustainability performance of organizations, identify gaps and develop improvement plans. We also work closely with organizations to develop sustainable business models and practices.

In sustainable tourism, we provide consultancy services on global and national standards and the process planning and management required to achieve these standards. Sustainability in the tourism sector includes practices that protect the ecological balance, support local cultures and communities, and promote economic development. In this context, we help tourism businesses and destinations plan and implement the necessary steps to ensure compliance with sustainable tourism standards. We also provide support in the formulation of policies and strategies necessary for the adoption and development of sustainable tourism practices.

Sustainability trainings are organized for both public and private sector representatives. These trainings aim to provide participants with in-depth knowledge and skills to understand and apply sustainability concepts, standards and best practices. Our training programs are designed to include theoretical knowledge as well as interactive workshops, case studies and field trips so that participants can gain practical experience in sustainability issues.

Strategic planning and trend analysis in tourism

To support the sustainable and strategic development of the tourism sector, our Center offers expertise in a variety of areas, including comprehensive tourism master planning at national and local levels, destination promotion and development strategies, analysis of global tourism trends and medium-term tourism forecasts. These activities take important steps towards increasing the competitiveness of tourism destinations and improving the quality of tourism, taking into account the dynamic nature of the tourism sector and ever-changing global trends.

National and local tourism master planning adopts a comprehensive strategic approach to ensure sustainable tourism development while aiming to maximize the tourism potential of the region. This planning process addresses factors such as the protection of natural and cultural resources, the development of tourism activities in harmony with the needs and expectations of local communities, and the improvement of basic services such as infrastructure and transportation. The Center also encourages the participation and cooperation of various stakeholders in the tourism sector (local governments, private sector representatives, non-governmental organizations, etc.) in this process.

The Center's tourism strategic planning and roadmap preparation processes for Turkey and its destinations are based on a sustainable growth model that focuses on revenue growth. We have developed a detailed "Tourism Growth Model" for the use of destination in sustainable destination planning and management.

Destination promotion and development roadmaps focus on increasing the brand value of tourism destinations and optimizing marketing strategies. In this context, in addition to modern marketing methods such as effective promotional campaigns, target market analyses, digital marketing and social media strategies, efforts are made to develop content that will highlight the unique characteristics and experiences of destinations.

Long-term trends and changes in global tourism involves an in-depth analysis of the factors shaping the future of the tourism sector worldwide. These analyses cover various dynamics such as climate change, sustainability, technological innovations, changes in consumer behavior and provide strategic recommendations on how the tourism sector can adapt to these changes.

Medium-term tourism forecasts are concerned with predicting expected trends and changes in tourism flows. These forecasts take into account factors such as seasonality in tourism demand, market segmentation, and economic and social changes in target markets. In this way, tourism sector representatives and policymakers can better understand future tourism demand and make planning and investment decisions accordingly.

You can access the Center's quarterly "Tourism Outlook" report, which reflects the Center's medium-term forecasts for Turkish and global tourism and trends in global tourism, via this link.

Overall, these activities of our center offer a comprehensive approach to the strategic orientation and development of the tourism sector and support its growth in a sustainable, inclusive and competitive manner. 

Competitiveness and market analysis 

Our Center plays a pioneering role in the field of competitiveness and market analysis in the tourism sector, offering a range of analysis and reporting services that deeply examine and assess the tourism competitiveness, development and resilience of destinations at local and global levels. These services focus on assessing the current state of tourism destinations, as well as identifying future risks and opportunities, developing customized resource and target market strategies, and enhancing competitiveness and sustainability using big data technologies.

Our analysis and reporting activities on tourism competitiveness, development and resilience of destinations use information from a wide range of data sources to assess the current position of destinations in detail. This assessment process includes a number of factors, such as the tourism infrastructure of the destinations, the attractiveness of cultural and natural resources, service quality, accessibility, and the effectiveness of marketing and promotional activities. Our analyses are geared towards identifying the strengths and weaknesses of destinations, thus providing strategic development plans and recommendations for improvement.

Risk and opportunity analyses systematically identify potential threats that destinations may face, as well as opportunities that can be seized. These analyses include external factors such as economic fluctuations, political instability, natural disasters, health crises, as well as internal factors such as industry trends and changes in consumer behavior. This enables destinations to proactively develop risk management strategies and effectively seize opportunities.

Customized source market and target market identification strategies include market segmentation and targeting approaches that will enable destinations to reach potential visitor audiences in the most appropriate way. This process includes market segmentation based on various criteria such as demographics, visitor interests and behavioral patterns, allowing destinations to customize their marketing and promotional activities according to these segments. Furthermore, these strategies help destinations to allocate resources between existing and potential markets in the most efficient way.

The use of big data in competitiveness and sustainability emphasizes the importance of data-driven decision-making processes in the tourism sector. Big data analytics provides in-depth insights into visitor preferences and behaviors by analyzing data from various sources such as social media, online booking systems, mobile applications, etc. This information allows destinations to optimize their marketing strategies, personalize their services and experiences, and improve operational efficiency.