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 consistently 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