Tourism Destinations and Brand Image Research
Öz
ABSTRACT
Tourism has a strong influence on the economies of tourist receiving countries. Especially some developing countries depend on tourism revenues as a major source of income. For this reason, while destinations put a lot of effort to attract more tourists and increase tourism revenue, the competition among these destinations increase day by day. Positive image for a destination is important to attract more tourists and generate foreign income. A distorted negative image of a country will lead the decrease in tourist numbers and increase marketing expenses to restore the image. Therefore, the research on tourism destination image is vital for tourist receiving countries. Being one of the most tourist receiving countries in Europe, Turkey is perceived as an inexpensive destination for sea, sun and sand tourism. Tourism planners need more insight into Turkey’s brand image in order to implement strategies to restore its image. This study aims to review the destination branding literature and provide recommendations on the possible research topics in this area of research.
Tourism has a strong influence on the economies of tourist receiving countries. Especially some developing countries depend on tourism revenues as a major source of income. For this reason, while destinations put a lot of effort to attract more tourists and increase tourism revenue, the competition among these destinations increase day by day. Positive image for a destination is important to attract more tourists and generate foreign income. A distorted negative image of a country will lead the decrease in tourist numbers and increase marketing expenses to restore the image. Therefore, the research on tourism destination image is vital for tourist receiving countries. Being one of the most tourist receiving countries in Europe, Turkey is perceived as an inexpensive destination for sea, sun and sand tourism. Tourism planners need more insight into Turkey’s brand image in order to implement strategies to restore its image. This study aims to review the destination branding literature and provide recommendations on the possible research topics in this area of research.
Anahtar Kelimeler
Tourism destination image , Turkey , branding , destination branding
Kaynakça
- American Marketing Association (2017) retrieved from https://www.ama.org/the-definition-of-marketing-what-is-marketing/ (last accessed Jan 28,2021).
- Andreu, L., Bigné, J. E., & Cooper, C. (2001). Projected and perceived image of Spain as a tourist destination for British travelers. Journal of Travel & Tourism Marketing, 9(4), 47-67.
- Alrawadieh, Z., Dincer, M. Z., Dincer, F. I., & Mammadova, P. (2018). Understanding destination image from the perspective of Western travel bloggers: the case of Istanbul. International Journal of Culture, Tourism and Hospitality Research.
- Atadil, H. A., Sirakaya-Turk, E., & Altintas, V. (2017). An analysis of destination image for emerging markets of Turkey. Journal of vacation marketing, 23(1), 37-54.
- Baloglu, S. (2001). Image variations of turkey by familiarity index: Informational and experiential dimensions. Tourism Management, 22(2), 127-133.
- Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1-9
- Baloglu, S., & Uysal, M. (1996). Market segments of push and pull motivations: A canonical correlation approach. International Journal of Contemporary Hospitality Management, 8(3), 32-38.
- Basfirinci, C. (2013). Effect of brand origin on brand personality perceptions: an empirical analysis from Turkey. Asia Pacific Journal of Marketing and Logistics.25(4), 539-560.
- Beerli, A., & Martin, J. D. (2004). Tourists' characteristics and the perceived image of tourist destinations: A quantitative analysis--a case study of lanzarote, spain. Tourism Management, 25(5), 623-636.
- Bical, A., & Ozturk, M. C. (2021). Projected Image of Turkey in Travel Blogs. Journal of Tourism Leisure and Hospitality, 3(1), 5-17.