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

Abstract

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.

Keywords

• Image
• Brand
• Country image
• Destination branding
• Destination image