How can Turkey function as a destination brand?
Başlık çevirisi mevcut değil.
- Tez No: 401769
- Danışmanlar: PROF. NICHOLAS O'SHAUGHNESSY
- Tez Türü: Yüksek Lisans
- Konular: Turizm, Ulaşım, İşletme, Tourism, Transportation, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2014
- Dil: İngilizce
- Üniversite: Queen Mary University of London
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 62
Özet
Özet yok.
Özet (Çeviri)
One of the most important topics on the creation of brands in the tourism industry is the development and promotion of nation brands. Like promotion of products and services, tourist destinations need to be promoted to attract visitors by enhancing the nation brand. In this context, Turkey has recently become an attractive tourist destination and making reasonable progress in trade, investments and government policies. This research aims to explore the effects of Turkey's nation brand on the perceptions of people towards Turkey as a tourism destination. The background and context as well as literature about nation branding and destination branding are discussed and described. The effects of nation branding on intention to visit are then conceptualised. A quantitative approach was selected to collect data by using survey, such as online questionnaires, as the key source of primary data. Research findings are presented in six propositions to answer the research question. In summary, as a tourism destination, Turkey has positioned itself as a cultural, historical and friendly nation, which affects the intention of people to visit in a positive way. However, Turkey's current position in exports, investments and government policies is not enough to influence the intention of people to visit. Finally, limitations and recommendations for further research are suggested.
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