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Using strategic philanthropy to improve heritage tourist sites on the Gallipoli Peninsula, Turkey : community perceptions of changing quality of life and of the sponsoring organization

Polonsky, Michael, Hall, John, Vieceli, Julian, Atay, Lutfi, Akdemir, Ali and Marangoz, Mehmet 2013, Using strategic philanthropy to improve heritage tourist sites on the Gallipoli Peninsula, Turkey : community perceptions of changing quality of life and of the sponsoring organization, Journal of sustainable tourism, vol. 21, no. 3, pp. 376-395, doi: 10.1080/09669582.2012.699061.

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Title Using strategic philanthropy to improve heritage tourist sites on the Gallipoli Peninsula, Turkey : community perceptions of changing quality of life and of the sponsoring organization
Author(s) Polonsky, MichaelORCID iD for Polonsky, Michael orcid.org/0000-0003-2395-1311
Hall, John
Vieceli, Julian
Atay, Lutfi
Akdemir, Ali
Marangoz, Mehmet
Journal name Journal of sustainable tourism
Volume number 21
Issue number 3
Start page 376
End page 395
Total pages 20
Publisher Routledge
Place of publication Oxon, England
Publication date 2013-04
ISSN 0966-9582
1747-7646
Keyword(s) strategic philanthropy
perceived quality of life
heritage tourism
Turkey
Summary This paper examines the “Respect for History” project on Turkey's Gallipoli Peninsula sponsored by a Turkish oil company, OPET. The project sought to enhance and protect the cultural and historical experiences of tourists visiting Gallipoli, and to bring direct and indirect benefits to local communities through enhancing tourism-related business opportunities and improving community infrastructure. This research investigates the project's impact on residents’ perceived social and economic wellbeing, using a quality of life framework, and also ascertains residents’ views of the sponsoring firm. The context illustrates key differences between pure philanthropy and strategic philanthropy; the latter defined as doing good by purposefully achieving corporate and civic benefits. The role of strategic philanthropy as a sustainable tourism development tool, and its impact on tourism governance, are considered. Data were collected from 674 residents on the Turkish Gallipoli Peninsula in areas impacted by OPET's investment program. The results, using structural equation modelling (SEM), identify that respondents generally believe that both their economic and social quality of life have improved. This, in turn, has positively influenced respondents’ views of the sponsoring organization. The concept of strategic philanthropy appears valuable as a private sector, non-tourism, sustainable tourism development tool in some circumstances.
Language eng
DOI 10.1080/09669582.2012.699061
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2013, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30051861

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Created: Wed, 10 Apr 2013, 14:59:45 EST by Aysun Alpyurek

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