Image variations of Turkey by familiarity index: informational and experiential dimensions

Abstract

Familiarity in this study is operationalized and measured as a composite of amount of information used (informational familiarity) and previous destination experience (experiential familiarity). A familiarity index was developed based on these two dimensions. The perceptual/cognitive, affective and overall image of Turkey showed variations due to US travelers’ familiarity level with the destination, the higher the familiarity, the more positive the image. The potential advantages and uses of the familiarity index were discussed. The marketing implications to deal with informational and experiential dimensions were presented to increase familiarity and/or improve destination image. The results particularly suggested that Turkey should utilize sales promotion techniques and conduct public relations/publicity activities rather than relying mostly on mass media advertising.