Turkey as a Heritage Tourism Destination: The Role of Knowledge

Abstract

The study aims to determine whether the knowledge and awareness related to the culture, history, and ancient civilizations of a destination might be instrumental in creating a more positive image for the place. The research is carried out in the context of Turkey, a country that has been affected in the past by its image as a cheap mass-tourism destination, and which is currently attempting to position itself as a heritage tourism destination. To increase the effectiveness of positioning efforts, destinations need to understand the factors that may help construct a more positive image of the place. The study also examines the sources of information used, and investigates which sources are related to a greater knowledge and more positive perceptions regarding the destination. Implications for the marketing and promotion of Turkey as a heritage tourism destination are derived.