Abstract:

With globalization, the harder conditions of competition and the entrance of consumers into new searches make it compulsory to differentiate destinations from their competitors. At this point, the destinations are also trying to mark as. Destination personality is also an important factor that influences the branding and preference of a destination. It ensures a strong connection between the personality, the visitor and the destination that the destination possesses and can affect their consumer behavior. Therefore, the destination personality that they will create with their own characteristics in terms of the competitive advantage of the destinations holds an important place in terms of marketing. In this context, the purpose of the research is to determine the destination characteristics that are effective in the preference of Shirince and the influence of the perceived destination personality on behavioral intentions. Another purpose of the study is to study whether the destination characteristics have an impact on the person of the destination perceived. For this purpose, a face-to-face survey of 388 indigenous tourists who visited Shirince was carried out. The research has found that the destination personality that is perceived has a significant impact on behavioral intentions and that the destination characteristics also affect the destination personality. * This article is produced from a master's thesis entitled "Destination characteristics and the impact of the perceived destination personality on behavioral intentions: the example of sweetness" conducted at the Institute of Social Sciences of the University of Fiskesir.

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