In the Advertising Industry With Artificial Neural Networks Application Extraction User Profile: CHINA – TURKEY CASE

Turkey which is an important tourist spot in the world has various attempts to increase market share. In addition to, 2018 is announced as "Turkey Tourism Year" in China which is the most populous country in the world. It has various opportunities in China which has sent fewer tourist according to its available capacity to Turkey. Turkey's accomplished promotion activities can improve its share in $110 billion China market. With this study it has aimed to support Turkey's promotion activities by find out Chinese tourist profiles who has expected to prefer Turkey. Chinese tourists routes, include domestic and all other countries, were gathered from the TripAdvisor site, which is intensively used by consumers. With this study, it has determined Chinese tourists Turkey preferences potential with artificial neural networks, in case of go abroad. In this context, firstly, the developed model was tested with different performance criteria. Performance evaluation criteria are: accuracy rate, specificity, sensitivity, kappa coefficient, F-measure. with high accuracy in the result of the study, it has been shown that can be determine Chinese who will prefer Turkey for travel. In this way, it has been contributed to answer of "the right person" which is an important question in Turkey's promotion activities in China