In today’s competitive tourism environment, the mere possession of natural and cultural resources is no longer sufficient for destinations to ensure a sustainable flow of tourists. In this context, the concept of destination is addressed as a multidimensional structure that encompasses tourist attractions, infrastructure facilities, accessibility, and the provision of services. Destination marketing, therefore, emerges as a strategic process that aims to systematically manage this complex structure and effectively present it to target markets.

This study emphasizes the necessity of destination marketing by underlining the increasing obligation for destinations to differentiate themselves through unique images and brand values in the face of growing global competition. Within this process, the traditional marketing mix elements (product, price, place, promotion) are expanded with the inclusion of service marketing mix elements (people, physical evidence, process), considering that tourism is a service-based industry. These components are reinterpreted and positioned specifically within the context of destination marketing.

Furthermore, the functions of Destination Management Organizations (DMOs)—which play a critical role in the planning, development, and sustainable management of destinations—are addressed, with emphasis on their central roles in stakeholder coordination and promotional activities. Among the core components of destination marketing, factors such as tourist attractions, destination accessibility, infrastructure services, accommodation and food & beverage facilities, human resources in terms of service quality, destination image, destination brand perception, and destination positioning are identified as key determinants and influencers of a destination’s competitive strength at various levels.

This study addresses the theoretical framework of destination marketing and aims to contribute to the sustainable development of tourism destinations.