1. Türkiye’nin Marka Kişiliği Algısı ve Destinasyon İmajı Üzerindeki Etkilerinin Ölçülmesine Yönelik Bir Çalışma.
- Author
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YAYLA, İsa and SELÇUK, Gökalp N.
- Subjects
- *
BRAND personification , *REGRESSION analysis , *STATISTICAL correlation , *DESTINATION image (Tourism) - Abstract
The aim of this study is to try to measure the effect of Turkey’s brand personality on its destination image. Within the scope of the research, a questionnaire form was presented to the selected participants among Serbian citizens who visited Turkey to determine Turkey’s brand personality, its destination image, demographic status of the participants, and the effect of Turkey’s brand personality on its destination image. The research, which involves 437 participants, was carried out with the help of travel agencies in Serbia between 2015 and 2016. Citizens of Serbia who have visited Turkey before were asked to fill out the questionnaire sent to their e-mail addresses and send it back. According to the results obtained from the research, questions regarding Turkey’s brand personality and destination image were subjected to factor analysis and factors consisting of eight dimensions emerged in both areas. As a result of the correlation and regression analyses, a close relationship was determined between Turkey’s brand personality and its destination image. It was concluded that Turkey’s brand personality affects its destination image in particular for Serbian citizens. In addition, it can be said that Serbian tourists generally have positive opinions about Turkey. [ABSTRACT FROM AUTHOR]
- Published
- 2023
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