Perceived Destination Image: The Case of Gallipoli

Perceived Destination Image: The Case of Gallipoli

Neslihan Cavlak (Namık Kemal University, Turkey) and Ruziye Cop (Abant Izzet Baysal University, Turkey)
Copyright: © 2019 |Pages: 28
DOI: 10.4018/978-1-5225-5835-4.ch010

Abstract

The perceived destination image is a strategic weapon that provides a competitive advantage for the tourism destinations. Perceptions are the elements that give meaning to destinations. In this respect, it is important for the destination marketers to know how tourists perceive the destination. It can be seen that tourists with different demographic and cultural backgrounds who visit the same destination can perceive its image differently. The tourism marketplace is highly competitive. Because of this, destination management organizations (DMOs) need to understand the actual and the desired perception of their destinations in order to take necessary measures. In this chapter, the concepts of destination and perceived destination image are emphasized. Secondly, the political environment, cultural attractiveness, social environment, and natural environment factors affecting the perceived destination image will be examined. Finally, the perceived destination images of domestic and foreign tourists visiting the Gallipoli in Turkey will be examined comparatively.
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Background

Tourism is an industry that contributes positively to the social, economic, cultural and environmental development of regions. Especially for the developing countries, the contribution of the national income, the foreign exchange income, the balance of payments and the new employment fields created by the developed business lines of tourism industry are very important. The tourism industry is one of the leading industries to provide employment opportunities in the world today. International tourism has become the most important service sector for developed and developing countries with its contribution to the welfare of countries and the increasing influence of countries' foreign exchange reserves. The tourism industry offers its customers the opportunity to visit different destinations with opportunities such as sightseeing, entertainment and learning.

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