Perceived Destination Image

Abstract

The perceived destination image is a strategic weapon that provides a competitive advantage for the tourism destinations. Perceptions are the elements that give meaning to destinations. In this respect, it is important for the destination marketers to know how tourists perceive the destination. It can be seen that tourists with different demographic and cultural backgrounds who visit the same destination can perceive its image differently. The tourism marketplace is highly competitive. Because of this, destination management organizations (DMOs) need to understand the actual and the desired perception of their destinations in order to take necessary measures. In this chapter, the concepts of destination and perceived destination image are emphasized. Secondly, the political environment, cultural attractiveness, social environment, and natural environment factors affecting the perceived destination image will be examined. Finally, the perceived destination images of domestic and foreign tourists visiting the Gallipoli in Turkey will be examined comparatively.