As the marketing managers of Antalya Destination Marketing Organization, I will prepare a marketing plan which includes 4P's of marketing by using the behavioural characteristics of the target market. The steps are explained below.

1.Select a specific tourism type (e.g. rafting, religious, MICE).

2.Focus on a market segment (e.g. Germans, youngers, elderlies) in selected tourism type. The reasons of selecting that market segment should be explained.

3.Identify the current market situation in selected market segment and tourism type in Antalya (e.g. German tourists in religious tourism or English tourists in scuba diving). You can present statistics about the current situation.4. Prepare a SWOT analysis for the selected market segment in selected tourism type by using secondary data. For this purpose, you may find many websites that explain how you can prepare a SWOT analysis.

5.Identify motivation of your target market toward selected tourism type. For this, secondary data can be used. There are many academic paper about the motivations of the tourists. You can use "google scholar" to find academic papers.

6.Set measurable marketing objectives within specific time of period as the marketing manager of destination marketing organization (e.g. increasing the total number of British tourists participating in scuba diving by 20% until the end of 2021).7.Determine marketing strategies to achieve marketing objectives.

8.Prepare detailed marketing programs which cover 4P by taking into account target market's motivations.