DESTİNASYON İMAJININ MARKALAŞMAYA ETKİSİ: BODRUM ÖRNEĞİ

Abstract

Tourism is one of the most important sectors in terms of providing high income generating feature for the developed and developing countries, providing employment opportunities for local people and contributing to the choice of qualified employees and investors. This study aims to reveal the effect of Bodrum's image perception on destination branding. In this study conducted on 403 foreign tourists coming to Bodrum, the survey technique was applied. The data were analyzed with statistical package program. Correlation analysis was conducted to examine the impact of destination brand image on the perception of brand value of destination. According to the findings, a middle level positive relationship was found between destination brand image qualification factors with destination brand value perception.