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

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 T & uuml;rkiye's 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 T & uuml;rkiye, considering countries' rankings and clusters.