Abstract:

In this research bringing out the consumer based brand equity of Antalya which is one of the most important tourism destinations in Turkey, is aimed. The sampling group of the research includes the tourists who visited Antalya from May to August in2012. The data collecting method is a questionnaire which evaluates the brand equity of destination and data from 485 tourists has been collected in total. Descriptive analysis such as arithmetic mean and standard deviation; statistical tests such as factor analysis, reliability analysis, and Pearson corelation analysis were used in order to analyse the data. As a result of the research the ideas of the respondents about Antalya is positive in general and the most positive idea was found to be about the “brand equity” factor. However, according to the corelation analysis results, there is a mid level positive relationship among the brand equity dimentions. 

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