Abstract:

Destinations are referred to as centres that attract people to their way by offering different tourist products and services that include many factors. There are motivations that direct people to spend their holidays at a specific time, a specific destination. Among these travel motivations are the cultural values that the destinations possess, the assets in the nature of the country’s cultural capital. These values, which reflect the historical and cultural dimension of the past to the present day, are a mirror characteristic that keeps the light of history.  In the tourism sector, there are many similar destinations available in terms of resources and attractions it possesses. Rarely these cultural values are an important drawing element for destinations, but they have a great importance in preference, separated from other destinations with similar characteristics.  This study aims to identify the travel motivations to the province of Çanakkale, a destination with important cultural values. The study used coleration and regression analysis methods as a statistical method in the analysis of data. The study resulted in the test of the hypotheses created under the research and the conclusion was that visitors' travel motivations and cultural value perceptions influenced the destination choice image.