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ESOSDER (All Rights Reserved)
Issue 51
Year 2014
Scope İşletme

A RESEARCH ON THE DIFFERENCES BETWEEN PERCEPTIONS OF MARKET SEGMENTS IN TOURISTIC DESTINATION IMAGES
Abstract
Destinations are organizing marketing activities in order to increase their share of the economic benefits of Tourism. In this regard, destinations are addressed and marketed as a product, Destination brand image is one of the most important factors in the destination decision process of tourists. Destinations have multiple elements of attractiveness and diversity. Parallel to this diversity, they have to appeal to multiple market segments. Destinations in the rapidly growing competitive environment should analyze the expectations and desires of each market segment in detail and should develop different marketing strategies for each segment. Destination image can be interpreted as a consequence of marketing strategies. In the study it is intended to investigate the differences between health tourists and cruise tourists perceptions about destination image of İzmir Province and for this purpose the quantitative research method was used. In the research, it is concluded that two different market segments have different perceptions of destination's image for the same destination.
Key Words: Destination marketing, cognitive destination image, affective destination image, brand image

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