Özet:

The aim of the study is to determine the perception of the destination image from the point of view of the tourist guide candidates who will play a key role in the promotion of Turkey, taking into account the tourist supply and characteristics of Marmaris, which is placed as an important destination in the domestic and foreign tourism market by means of metaphors. The study used the phenomenological (fenomenological) design of the quality research methods and metaphors to determine the perceptions that tourist guides candidates have about the destination of Marmaris. The scope of the study is the students who see pre-graduate education in tourist guidance in Marmaris. The data obtained through the metaphor in the research was analyzed using content analysis. According to the research, the student is the metafor produced by the side of the 'Bank'. This is followed by jewellery, paradise, bullshit and flowers. The metafores developed by tourist guides candidates for the 'Marmaris' destination were collected in 10 categories. These are: ‘Existence Unsur’, ‘Attraction Unsur’, ‘Relational Unsur’, ‘Animal Unsur’, ‘Food Unsur’, ‘Local and Mythological Unsur’, ‘Economic Unsur’, ‘Given Importance Unsur’, ‘Emotional Unsur’ and ‘Activity Unsur’.

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