Akademik Veri Yönetim Sistemi
20th Annual World Business Congress of the International-Management-Development-Association, Poznan, Polonya, 3 - 07 Temmuz 2011, cilt.20, ss.32-37
Growing continuously even during the recent economic crisis period, tourism sector has been one of the locomotive industries in the world economy. Those countries which realize this prominent position are increasing their tourism investments, leading eventually to an intensifying competition between global destinations. Many destinations try to become a 'brand' by way of differentiation. Conducted at the intersection of branding and destination marketing literatures, this research aims to generate useful empirical data though which branding efforts of destination marketers can be aligned with customer perceptions. Taking Antalya as the target destination, it is aimed to identify its brand characteristics with solid evidence collected from Russian and German tourists. Relying on a sample of 260 tourists visiting Antalya in 2010, empirical findings indicate that Russian tourists have a clearer picture of Antalya compared to Germans while both groups have different expectations from the destination.