Silk road” International University of Tourism and Cultural Heritage Tourism Management Faculty Graduation Project Topic

2.4 Data collection
The research collected uses secondary data as a means of obtaining in depth information, as follow.
Secondary data
In my thesis I used secondary data. According to Yin (1994) there are six different sources for data collection; documentation, archival records, interviews, directs observations, participant observation and physical artifacts. All of these sources of evidence have both strengths and weaknesses, but none is considered superior to the other. Yin therefore recommends using several of them while good research should thereby include as many sources as possible.
Documentation
Documentary information includes written reports from events and communication, administrative documents (proposals, progress reports, and internal documents), formal studies/evaluations of the site under investigation, and articles from mass media. In this research I used several types of documents from the ministry of tourism and culture of turkey and cultural heritage office of Iran and some articles from UNWTO and UNESCO, in addition I used from some articles in science direct.
Archival Records
Organizational records, maps and charts, lists of names, survey data previous collected and personal records such as diaries and calendars. In this research try to use some graphs and diagram via statistic sites of WTO and Uzbekistan and Turkey tourism ministry and UNESCO.


CHAPTER III
RESULTS AND DISCUSSIONS
3.1 Analysis of tourism potential in Turkey
The relevance of the choice of Turkey as an object of research is determined by the fact that in recent years it has become one of the leading countries in terms of tourist arrivals in the world (39.2 million in 2013), and, in particular, is one of the most countries visited by citizens of the Russian Federation. Tourism revenue accounts for almost a quarter of Turkey's exports. At the same time, Turkey continues to develop more and more new types of tourism, involving more and more resources and territories in tourism development. In recent years, tourism has been the most successful sector of the Turkish economy and contributes to the country's integration into the global economy.
SWOT analysis of tourism development reveals:

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  Strengths - those characteristics of the destination that attract (or may attract, in their development) tourists, especially if they give an advantage over competitors;
  
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  Weaknesses - characteristics that put the tourist destination at a disadvantage in relation to competitors;
  
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  Opportunities - external factors that give the chances for a significant growth of the tourist destination by attracting additional tourists and increasing tourist spending.
  
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  Threats - elements of the external market environment of tourism, which can become an obstacle to its development in the region.
  

UNWTO recommends SWOT analysis as one of the effective methods in the development of a tourist product of the territory. One of the strongest sides of Turkey, which determines its success in the tourism industry, is its climatic and natural features, favorable for the development of various types of tourism: both the main type of tourism for Turkey - bathing and beach recreation, and skiing, health-improving and others.
Another important advantage of Turkey in the tourism industry is the country's richest cultural and historical heritage. The crossroads of European and Asian civilizations, a country with a long history and ancient traditions, which are told about relics and monuments of different eras, shrines of Christianity and Islam, has a good foundation for the development of cultural, educational and religious tourism. There are 11 UNESCO World Heritage Sites on the territory of Turkey (mainly by cultural criteria), another 41 sites are included in the list of candidates. Other cultural factors that attract tourists to the country include the rich and varied cuisine of the country, the unique and distinctive Turkish folklore, and the hospitality of the local people.
For the rapid and effective development of the industry, Turkey, a state with a fairly high proportion of the young population, has such a powerful factor in the development of tourism as significant labor resources.
Undoubtedly, the technological system "all inclusive" plays a positive role in the development of tourism in Turkey. In many ways, it was thanks to this system that a tourist boom began in Turkey in the early 90s. XX century According to the Federation of Hoteliers of Turkey, at present up to 80% of the country's hotels offer the all-inclusive system.
But Turkey's success in the international tourist services market is also due to state support and active advertising campaigns. The state policy in the field of tourism in Turkey is aimed at comprehensive support and stimulation of the development of entrepreneurial activity through the establishment of preferences, budget subsidies, tax holidays, and concessional lending to the tourism industry. For example, in 2018, the Turkish Ministry of Culture and Tourism allocated about $ 22 million for an advertising campaign for Turkish resorts abroad from January to September. The results of an active government policy and well-thought-out advertising campaigns in the field of tourism can be traced by indicators of the dynamics of tourist arrivals and income (https://www.ktb.gov.tr).
Table 1: Main indicators of inbound tourism development in Turkey, 2013-2020

Years	Tourist arrivals (million)	Tourism receipts (billion $)
2013	37.8	1217.5
2014	39.8	1269.8
2015	39.5	1207.8
2016	30.3	1235.2
2017	37.6	1328.1
2018	45.8	1439.6
2019	51.2	1465.7
2020	15.9	538.5

Source: (https://www.unwto.org).

Another strong factor is the absence of the need to obtain preliminary visas, which gives Turkey advantages over many tourist destinations, especially on the part of tourists from the regions of the Russian Federation.

However, there are weaknesses in the development of the Turkish tourism business. First of all, it is still uneven development and unstable state of the Turkish economy and society, largely determined by the situation in the world economy as a whole.
In addition, Turkey's weak point in the competition in the international tourism market is the insufficiently high quality of services provided, associated not only with insufficient qualifications of personnel at tourism enterprises, but also with the safety of tourists, which is one of the most important priorities in tourism.
To improve the safety of tourists in the country, the Turkish authorities are taking a number of specific measures, for example, the creation of a tourist police, the opening of a 24-hour Tourist Assistance Center and call centers, but many problems remain.
The current policy of the Turkish government in the field of tourism and the activities of tourism organizations are aimed at solving the problem of seasonal and territorial unevenness of the tourist flow. Some tourist centers in Turkey are at their maximum during the season and experience serious environmental problems, while other regions are almost undeveloped by tourists, which leads to their economic and logistical lag.
Despite the fact that more and more attention is paid to the promotion of various directions and diversification of products, the undoubted weak point in the development of tourism in Turkey is the stereotype that has developed over the years "Turkey is the sun, the sea, the beach." After analyzing the statistical data of the UNWTO, as well as the Institute of Statistics of Turkey, we can conclude that the main type of tourism in Turkey remains bathing and beach tourism with elements of educational tourism.