Abstract:

Goal - Due to the fact that tourists are an important factor in the decision-making process and the destination choice behavior, the correct assessment of the destination image is important in the design of an effective marketing and location strategy. In this study, the destination image was addressed by a comprehensive approach as a cognitive, sensual and general image, and the impact of the destination image on the destination loyalty was studied. Method - The research was carried out on local tourists in the centre of faith and cultural tourism in the city of Konya. In this study, the survey was used as a data collection tool. The study tested the recommended hypotheses on the relationship between cognitive image, sensual image, general image and destination loyalty with the help of the SPSS program using regression analysis. The findings - The study found that the destination image affects the destination loyalty, and that the cognitive image in the formation of the destination image affects the general image more partially than the sensory image. Debate - The evaluation and analysis of the destination image is a significant contribution to a better understanding of tourist behavior. The efforts to create or improve the positive destination image facilitate the behavior of faithful visitors to visit or recommend, which is critical for the success of the destination in the development of tourism. Destinations with rich natural, historical and cultural resources need to pay more attention to developing their physical characteristics in creating a positive image.

Keywords: