Abstract
DESTİNASYON MARKALAŞMA ÇALIŞMALARINDA KİMLİK, İMAJ VE TURİSTİK SATIN ALMA DAVRANIŞLARI
Today, the marketing discipline is expanding to include new products and services. One of these product types is destinations. Destination marketing and branding is a relatively new marketing concept and an academic research field. This study is a compilation study aimed at addressing the formation of destination brand identity, destination brand image, destination brand positioning and touristic purchasing behaviors and the relationships between them, specifically on the subject of destination branding, which has been emphasized in recent years. It is claimed that destinations, like consumer products, have a certain life cycle. With the pressure of increasing competition, destinations are focusing on branding efforts through marketing in order to survive, to increase their share of the tourism industry and to reflect these incomes to the welfare level of the local people. The aim here is to go beyond the classical holiday concept reduced to the sea-sand-sun trio and to spread the touristic demand, which has diversified within the scope of cultural tourism, away from seasonality and spread it throughout the year. In order to achieve this, destinations must determine a different identity and target audience in accordance with the resources at their disposal, combine this identity with a distinctive and even unique image and try to ensure that the target audience adopts it. The main purpose of this study is to provide an academic framework that people and organizations involved in destination branding studies can benefit from while taking part in these studies. In this way, more effective and efficient use of resources will be possible.
Keywords
Destination, Destination Branding, Destination Brand Image, Destination Brand Identity, Touristic Co
