International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means

Hüseyin Ertan İnan

Article Details

International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means

Authors:

Hüseyin Ertan İnan

Publisher:

Burdur Mehmet Akif Ersoy University

Main Topics:

Tourism Policy | Marketing Management

Journal:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.12 Issue 3, pp.816-843

Document Type:

Article

Publication Date:

9/2025

Document Language:

English

Document ID (Org No.):

2001359642

pISSN:

2149-1658

Keywords:

Abstract:

 International market selection IMS involves strategically identifying promising markets for business focus and expansion. Preliminary screening is recognized as a fundamental stage in the IMS process. During this stage, market alternatives are evaluated by eliminating countries that do not align with the predefined targets. This research aims to evaluate the market attractiveness of countries for Türkiyes Destination Marketing Organizations, utilizing a preliminary screening approach based on Grey Relational Analysis and K-Means. In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria. According to the results, countries are divided into four clusters. Cluster 1 includes two countries, the US and China, which are identified as the most attractive markets. In addition, twenty-one countries are in Cluster 2, twenty-nine in Cluster 3, and forty-seven in Cluster 4. The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries rankings and clusters.

 International market selection IMS involves strategically identifying promising markets for business focus and expansion. Preliminary screening is recognized as a fundamental stage in the IMS process. During this stage, market alternatives are evaluated by eliminating countries that do not align with the predefined targets. This research aims to evaluate the market attractiveness of countries for Türkiyes Destination Marketing Organizations, utilizing a preliminary screening approach based on Grey Relational Analysis and K-Means. In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria. According to the results, countries are divided into four clusters. Cluster 1 includes two countries, the US and China, which are identified as the most attractive markets. In addition, twenty-one countries are in Cluster 2, twenty-nine in Cluster 3, and forty-seven in Cluster 4. The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries rankings and clusters.

 International market selection IMS involves strategically identifying promising markets for business focus and expansion. Preliminary screening is recognized as a fundamental stage in the IMS process. During this stage, market alternatives are evaluated by eliminating countries that do not align with the predefined targets. This research aims to evaluate the market attractiveness of countries for Türkiyes Destination Marketing Organizations, utilizing a preliminary screening approach based on Grey Relational Analysis and K-Means. In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria. According to the results, countries are divided into four clusters. Cluster 1 includes two countries, the US and China, which are identified as the most attractive markets. In addition, twenty-one countries are in Cluster 2, twenty-nine in Cluster 3, and forty-seven in Cluster 4. The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries rankings and clusters.

 International market selection IMS involves strategically identifying promising markets for business focus and expansion. Preliminary screening is recognized as a fundamental stage in the IMS process. During this stage, market alternatives are evaluated by eliminating countries that do not align with the predefined targets. This research aims to evaluate the market attractiveness of countries for Türkiyes Destination Marketing Organizations, utilizing a preliminary screening approach based on Grey Relational Analysis and K-Means. In this context, the tourism market attractiveness of 99 countries was compared based on 19 criteria. According to the results, countries are divided into four clusters. Cluster 1 includes two countries, the US and China, which are identified as the most attractive markets. In addition, twenty-one countries are in Cluster 2, twenty-nine in Cluster 3, and forty-seven in Cluster 4. The study also provides recommendations for the future tourism promotion and marketing efforts of DMOs in Türkiye, considering countries rankings and clusters.

Article Details

International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means

Authors:

Hüseyin Ertan İnan

Publisher:

Burdur Mehmet Akif Ersoy University

Main Topics:

Tourism Policy | Marketing Management

Journal:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.12 Issue 3, pp.816-843

Document Type:

Article

Publication Date:

9/2025

Document Language:

English

Document ID (Org No.):

2001359642

pISSN:

2149-1658

International market selection

Tourism Marketing

Destination Marketing

Preliminary Screening

Target market selection

Multi-Criteria Decision Making

Issues

Article Details

International Target Market Selection in Tourism: A Preliminary Screening Application Based on Grey Relational Analysis and K-Means

Authors: Hüseyin Ertan İnan

Publisher: Burdur Mehmet Akif Ersoy University

Main Topics: Tourism Policy | Marketing Management

Journal: Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.12 Issue 3, pp.816-843

Document Type: Article

Publication Date: 9/2025

Document Language: English

Document ID (Org No.): 2001359642

pISSN: 2149-1658

International market selection

Tourism Marketing

Destination Marketing

Preliminary Screening

Target market selection

Multi-Criteria Decision Making

Issues

Authors:

Hüseyin Ertan İnan

Publisher:

Burdur Mehmet Akif Ersoy University

Main Topics:

Tourism Policy | Marketing Management

Journal:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.12 Issue 3, pp.816-843

Document Type:

Article

Publication Date:

9/2025

Document Language:

English

Document ID (Org No.):

2001359642

pISSN:

2149-1658