A Distorted Destination Image? The Case of Turkey

Abstract

Despite its Mediterranean location, Turkey 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. The main purpose of this study was to examine the role of destination image and traveler perceptions along with other behavioral variables in destination choice decisions of potential travelers. A self-administered survey was used to collect data from 552 respondents (58.6% response rate). The findings indicate that perceptions of Turkey’s overall appeal, its safe and hospitable environment, general mood and vacation atmosphere, travel experience, relaxing effect, local attractions and hospitality, authenticity of experience, social and personal communication channels, comfort/safety, and tourist facilitation are significant predictors of the likelihood of travel to Turkey. Some destination marketing strategies are suggested.