Abstract:

One of the factors that influence the individual’s decision-making process is the image. In this study, the aim is to reveal the thermal tourism image of Afyonkarahisar. For this purpose, a survey was conducted to reveal the level of recognition of the characteristics that reflect the thermal tourism image of Afyonkarahisar. The survey, in which the demographic characteristics of individuals and the "destination" measurement information were asked, was applied to a survey of a total of 437 university staff from Afyon Kocatepe University and Suleyman Demirel University. According to the results of the survey, the survey participants stated that they found the participation in thermal tourism activities in Afyonkarahisar positive in terms of perception as a fashion. Also, participants pointed out that Afyonkarahisar was insufficient in its promotion, as they found an unsafe city. On the other hand, it has shown that the thermal sources found in Afyonkarahisar have a negative image for reasons such as considering that they are unhealthy. In light of the data obtained, it is recommended that the importance of the promotional activities, in order to show a better picture of the city's thermal tourism, the level of education of the employers employed in the city's thermal tourism enterprises, and the customer satisfaction are increased.

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