Destinasyon Pazarlamasında İmaj Algısı: Kırıkkale Örneği
Image Perception in Destination Marketing: The Case of Kırıkkale

Summary/Abstract: Purpose – The number of tourists in the world is increasing day by day and the competition among tourism destinations is gaining momentum in line with this increase. In order for destinations to gain competitive advantage, they need to reveal the differences between them and their competitors. Promotion, image, brand and positioning activities carried out within the scope of destination marketing play a key role in ensuring the success of destinations. The main purpose of this study is to determine the perception of university students regarding the destination image of Kırıkkale province. Design/methodology/approach – The research was conducted with quantitative research method, survey model and single survey design. Kırıkkale province was determined as the study population and Kırıkkale University students as the sample. A questionnaire was used as a data collection technique. As a result of the questionnaire application, 464 evaluable questionnaire forms were obtained. In the analysis of the data obtained from the questionnaires, t-test and one-way analysis of variance (anova) were used. Findings – The results obtained from the research show that the overall destination image of Kırıkkale is not very positive. The perception towards the image of the general characteristics of the city, history and culture, natural environment, tourism and leisure factors is relatively more negative. It was found that the majority of the sample did not meet their expectations, did not want to come to Kırıkkale again and would not recommend Kırıkkale to others. Discussion – The complex nature of the tourism system makes destination image one of the most important destination marketing factors for tourism policy and planning in both developed and developing destinations. It is understood that the destination image of Kırıkkale is not positive and is at a lower level when compared with similar studies and destinations. Destinations like Kırıkkale, which do not have sea-sand-sun opportunities, should approach "image" studies holistically.

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