Uşak İli nin Destinasyon Markalaşma Analizi ve Strateji Önerileri

Abstract

The aim of the study is to examine the destination image of Usak and develop recommendations for effective destination branding strategies in line with the results obtained. The questionnaire was applied to 630 consumers living outside of Usak who had information about Usak. According to the results of the research, the participants get their information about Usak from the close circle. The second source of information is the internet, and the third is social media and television. Among the perceptual/cognitive destination image elements of Usak, the five highest scores are geographical location, historical features, traffic situation, natural beauties, hospitality and university. The five lowest rated properties are shopping opportunities, general price level, job opportunities, accommodation facilities and climatic conditions and health services. Among the emotional destination image elements of Usak, the three highest scores are calmness, cuteness and cleanliness. The three lowest scores were outward opening, modernity and development. In the conclusion part of the study, in accordance with the findings obtained, destination branding strategies that can be effective are proposed.