Özet:

The basic aim of this research is to determine how domestic tourists, visiting Kızkalesi, perceive and evaluate Kızkalesi as a destination brand. Other aims of this study are; to determine reasons of visiting Kızkalesi and their attitudes about revisiting, to measure the perception of service quality of the domestic tourists visiting the destination and revealing the feeling about destination safety of the domestic tourist who stays at Kızkalesi. This study has been carried out between first of July and Thirty first of August, 2013. A questionnaire has been implemented on 600 domestic tourists who visited Kızkalesi and convenience sampling method was used. The data have been analyzed on computer. It has been found that most of those who consider Kızkalesi as brand are male, and their salaries vary between 1001TL and 2500 TL per month, and they come from neighboring cities, and there is unplanned urbanization in Kızkalesi, and it is not clean, it has got infrastructure and superstructure problems, and it isn’t a safe holiday destination especially for women, and there is serious problems at service quality. Some certain solution proposals have been conceived to deal with them.

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