Author/Authors :
KAVACIK, Mustafa Akdeniz Üniversitesi - Alanya İşletme Fakültesi - Turizm İşletmeciliği ve Otelcilik Bölümü, Turkey , ZAFER, Saadet Akdeniz Üniversitesi - Alanya İşletme Fakültesi - Turizm İşletmeciliği ve Otelcilik Bölümü, Turkey , İNAL, Mehmet Emin Akdeniz Üniversitesi - Alanya İşletme Fakültesi - Uluslararası Ticaret Bölümü, Turkey
Title Of Article :
DESTINATION BRANDING AS PART OF DESTINATION MARKETING: AN EXAMPLE OF ALANYA
Abstract :
Nowadays, brand that is very important for marketing, is used as a marketing element in different areas. Brand having an increasing importance in tourism, enables the destination to distinguish from rivals both inside and outside. Most of the cities which achieved to be a destination, seek to be a brand for being different. So brand image the most important element of brand, should be controlled and managed. There are some elements of which are essential for being brand. This is also valid for being a destination. In this study, we referred to principles of destination branding, an important aspect of destination marketing, and analyzed whether Alanya is a destination brand or not.
NaturalLanguageKeyword :
Destination Branding , Image , Destination Marketing , Tourism Marketing , Alanya
JournalTitle :
Erciyes University Journal Of Economics and Administrative Sciences
