(The Formation of Image and Its Effect on Loyalty in Marketing Cities)

Abstract

Purpose – Due to the fact that tourists are an important factor in decision making process and destination selection behaviour, accurate assessment of destination image is important in designing effective marketing and positioning strategy. In this study, destination image has been evaluated with a holistic approach as cognitive, affective and overall image. Also the effect of destination image on destination loyalty has been examined Design/methodology/approach – The study was conducted on the domestic tourists in Konya where is the centre of faith and cultural tourism. A questionnaire was used as data collection tool. In the study, in order to test proposed hypotheses for the relationship between cognitive image, affective image, general image and loyalty of destination, regression analysis was used with the help of SPSS program. Results – A major finding of the study was that destination image is formed by affected, cognitive and the overall image. Also destination image affected the destination loyalty, and that in the formation of destination image the cognitive image partially affected the overall image compared to the affective image. Discussion – The evaluation and analysis of the destination image makes a significant contribution to a better understanding of tourist behaviour. Efforts to create or develop a positive destination image encourage the re-visiting or recommendation behaviour of loyal visitors, which is a key factor for the success of the destination in regard to tourism. Destinations with rich natural, historical and cultural resources need to pay more attention to improving their physical characteristics in creating a positive image.