Product life cycle of the blue cruise in Turkey

Abstract

The beginning of blue cruise in Turkey dates back to 1946, when a number of intellectuals, poets, authors, artists and politicians, went on a blue cruise and the voyage deviated from its aim and became commercialized. The blue cruise concept in Turkey which has a considerably long coastline, started when the fishermen in Bodrum began to use their spongers and fishing boats for this purpose in 1962. Therefore, the need for marinas increased and this issue was discussed in the Second Five Year Development Plan (1968-1972) and the first marina in Bodrum was put into service in 1976. Blue cruise began to improve when new yachts suitable for blue cruise were built and set out on journey together with the Law on Tourism Incentive in 1982. After the period of development, cabin charters and package tours that also appeal to domestic tourists were designed as from the 2000's, the products were diversified and the blue cruise continued to maintain its market presence. The Blue Cruise have made a great contribution to the economy of Turkey and created a brand value. The purpose of this study is to analyze the blue cruise concept in Turkey as per its product life cycles based on the statements of yacht owners, employees, travel agencies which primarily offer service on yacht tourism and the local residents, who live in Bodrum and Marmaris and who witnessed the period from the beginning of the blue cruise concept to the present day. Within this context, the blue cruise is discussed in terms of its outset, development, maturing and regression periods