Destination Image From the Perspective of Travel Intermediaries

Abstract

This paper primarily focuses on assessing the destination image of Turkey held by UK-based travel intermediaries such as tour operators and travel agencies. The strongest and weakest destination attributes of Turkey are explored in the paper through the structured methodology by applying primary research. Understanding the image of a destination helps not only to determine a promotional policy for her but also to influence tourists' decision making process. The research findings reveal that with regard to affective components of destination image items, Turkey is perceived as an arousing rather than a sleepy holiday destination. The main strengths of Turkey in terms of cognitive/perceptual destination components are cultural, historical, and natural attractions, hospitality of people, and appealing cuisine. On the other hand, the weakest destination attributes of Turkey are the lack and inadequacies of stability, safety, cleanliness of the environment, and local infrastructures. Furthermore, the country has a weakly good overall destination image from the UK-based travel intermediaries' perspectives. The findings of the research suggest that the affective, cognitive/perceptual, and overall destination image of Turkey does not differ between mass and specialist travel intermediaries.