Abstract
The image of a tourism destination is assembled on various resources including past encounters and marketing communications. However, the utmost important factor in increasing tourist arrivals is creating a high quality of service at a destination in a sustainable manner. The main purpose of this study is to analyze both what image the tourists have about Kuşadası as exemplified in the 15,047 reviews on TripAdvisor through content analysis, and what image the stakeholders have in their minds through interviews. The importance of this study is that it sheds light on the destination image that is stimulated through tourists' user-generated content based on the destination quality attributes.
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