The Effect of Country Based Image in Accurance of Brand in Cultural Destinations

Hulya Kurgun

doi:10.25145/j.pasos.2010.08.036

Autores/as

Hulya Kurgun

DOI:

https://doi.org/10.25145/j.pasos.2010.08.036

Palabras clave:

Imagen, Marca, Imagen de país, Marca del destino, Imagen de destino

Resumen

A pesar de su situación geográfica y sus atracciones culturales e históricas, Izmir se ha visto constantemente imposibilitada para alcanzar sus objetivos turísticos, como se puede comprobar por las fluctuaciones en sus ingresos turísticos y por su pequeña cuota del mercado turístico internacional. Este discrepancia se puede atribuir a la imagen de Turquía en la mente de los viajeros internacionales, asi como al limitado reconocimiento de Izmir. El objetivo de este estudio es doble: (1) identificar las impre- siones de los visitantes que han sido efectivas en su elección de Izmir como destino vacacional y (2) determinar si hay una relación entre estas impresiones y las percepciones sobre Izmir. De acuerdo con los resultados del estudio, existe una relación entre las variables relacionadas con la selección de Turquía y las impresiones sobre Izmir.

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Biografía del autor/a

Hulya Kurgun

Assist. Prof. Izmir Vocational School Department of Economics and Administrative Programs. Dokuz Eylül University-Turkey.

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