The image of Turkey in the South America Tourism Market:

A Research on Mercosur Country Citizens

Abstract

The main purpose of this research is to explain what the perceived image of Turkey is in South America, to investigate the effects of the perceived image on destination selection, and to determine what needs to be done to create a positive image. In the study, the population was determined as the continent of South America and the research population was determined as full member countries of Mercosur. Quantitative research methods were used in data collection. The sample was determined by purposive sampling from non-probability sampling types. Data were obtained from 508 participants through a questionnaire. Frequency analysis, factor analysis, t-test and regression analyze were performed with the obtained data. As a result of the analysis, familiarity, individual experiences, and cognitive country image factors affect the perceived destination image, while cultural similarity and perceived destination image factors affect the cognitive country image. It has also been determined that there is a reciprocal relationship between cognitive country image and perceived destination image variables. It has been concluded that the awareness of Turkey in the region is limited, it is not seen among the destinations that are highly demanded for travel, and the image of Turkey in the minds as a tourism destination should be made more positive than the current situation for Turkey to attract more tourists from the region.