The Effect of Country Based Image in Accurance of Brand in Cultural Destinations
DOI:
https://doi.org/10.25145/j.pasos.2010.08.036Keywords:
Image, Brand, Country image, Destination branding, Destination imageAbstract
Despite its location and historical and cultural attractions, Izmir has been unable to consistent- ly achieve its tourism goals, as evidenced by fluctuating numbers in tourism earnings and a small share of the international tourism market. This discrepancy might be attributed to Turkey’s image in the minds of world travelers, as well as to a low recognition of Izmir. The purpose of this study is twofold: (1) to identify visitors’ impressions that have been effective on their choice of Turkey as a vacation destination and (2) to determine whether there is a relationship between these impressions and their perceptions about Izmir. According to the study results there is a relationship between the variables related to participants choosing Turkey and their impressions about Izmir.
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