Şirince 15.08.- 05.09.2009


What is a Campus?

Our Campus 2009...



Sustainable Outcomes


Future Campus Plans


Sustainable Outcomes

The Campus group did not only work on the status quo of the potentials for responsible tourism in Şirince, but on the needs for a proper marketing strategy: "Changing the offer to steer the demand"  and the  necessary marketing strategies after having defined a group vision for the village. The vision is an important guideline and a means to check on strategies and  their implementation.

The handbook gives many proposals how to reach this aim, this vision. It gives practical tips how to make tourism in Şirince "greener", more sustainable, how to enhance diversity and make the village more attractive for its own local populace as well as for for visitors.

We hope that the results of the campus turns out to be useful and practicable for the people of Şirince and that they will provide an incentive to give their future more sustainability.

Download the
handbook here

How do we want to see Şirince  10 years from now?


The participants even developed a logo for Şirince:

"Şirince is an attractive historical village with fully restored authentic, yet carefully modernized houses and its own special atmosphere. The villagers are aware of their own cultural and natural values and have successfully planned their lives accordingly. Their main source of income derives from a well managed, sustainable and responsible tourism: they offer locally grown organic food and diversity of homemade quality products, which mirror their souls and traditions. The villagers share their way of life with tourists who appreciate their offers and are in close contacts with the visitors."


Marketing and Lobbying

Marketing is a tool. It provides the means to promote a product (an idea, a vision, a strategy...) to the potential target group, person (buyer, customer, client, addressee...). To sell a product means to promote the whole of the idea behind it. Therefore these tools are same for marketing as for lobbying, for external as for internal use. To promote a different idea to tourist groups, first it has to be promoted to the people of Şirince.


Communication is one of the foremost important tools of all to promote an idea. Communications include all written, spoken, and electronic interaction with association audiences. A communication plan encompasses objectives, goals, and tools for all communications (Mayhall 2009).

There has been no communication plan before in Sirince, even though some moves in this direction have been done. During the project the idea of responsible tourism has been created and introduced to the locals on some extent, but in order to implement this in the practise, it has to be widely accepted and supported. Itís necessity to develop partnership between private and public sector. The handbook gives some hints about necessary communication plans and tools.

Target Groups        

We defined four different target groups: 1. The Gourmands
2. The Individual Tourist with a Conservation Orientation
3. Nature interested Families
4. Groups interested in having Meetings in the Mathematic's Village

    (Congress Tourism)


"Discover nature, explore Turkish traditions, come to Sirince!"


Youth camps: "Have fun while cultivating your mind!"

 Professionnals : "Work and team spirit in an unspoiled nature"   or  

                        "Amazing place for your meetings"

 Tourists groups: "Letís enter Turkish traditional life!"    or  

                          "Explore Turkish traditions"   or  

                          "Live countryside daily life"


Gourmands: "If you havenít tasted Sirinceís food, you havenít been to Turkey"    or

                   "Good wine, good fruit... Letís  travel 'gastronomically'!"

Culture/nature lovers: "Hereís the last Ephesus"   or

                                  "Letís discover the last Ephesus!"   or

                                   "How about discovering the last Ephesus?"    or

                                   "Make an appointment with culture and nature"   or

                                   "Letís hike in unspoiled nature!"    or

                                   "No more noise, no more concrete: just enjoy the beautiful landscapes!"

 ĎConscentiousí people: "No junk food, no Club Med:  just authentic village and landscapes"   or

                                    "Local organic food and eco-farming: the way you want to travel"

 Families: "Sirince: the place where you can have fun with your children"   or

               "Action in nature with your family"

Promotion Poster Proposals (click posters to enlarge)


Promotion Strategy Approach

Target groups


Distribution channels

Tools for giving tourist information









Wine, good food, authentic atmosphere, good restaurants, luxury for gourmets.

Media communications

Non-media communications

Touristsí guides, brochures, sommeliers, headphones.

Travel magazines, gourmet magazines.  

Electronic media: internet (photos, videos, receipts), radio (advertisement, programmes about good food, wine) 

Mouth-to-mouth promotions, gourmet events.

Nature/culture loving tourists (birdwatchers, photographers)

Historical background, picturesque landscape, rich flora and fauna, unspoiled environment, authenticity.

Travel/nature magazines, travel reviews, books, newspapers,

 Electronic media: Internet, blogs,

travel channels, TV-programmes, CD-ROMs.

Mouth-to-mouth promotion, tourism events.

Consultants, NGOís, handbook, map, guides.

Backpackers, caravan owners etc.

Hospitality, friendly people, affordability, infrastructure, easily reachable place.

Travel books, magazines. 

Electronic media: TV, Internet, blogs.

Mouth-to-mouth promotion.

Maps, handbooks.





Congress/business tourists

Conference, workshops, picturesque surroundings, restaurants.

News stories 

Electronic media: Internet

Direct contact with companies

Infocentre, handbook.

Youth organisations

Education, action, participation

Youth magazines, family magazines 

Electronic media: Internet

Direct contact with youth organizations, forums

Guides, maps, books


Education, nature, culture, activities for children

Family magazines

Electonic media:


Mouth-to-mouth, family events

Tourism information centre, handbook, brochures, headphones.