Abstract:

This study aims to investigate the importance and performance of the dimensions that determine the destination image from the perspective of the local people living in Konya. The data were collected with the help of two separate scales developed by taking into account the nine dimensions that determine the perceived destination image revealed in the study by Beerli and Martin (2004). In this study, the data were analyzed using importance-performance analysis. The findings show that: It is necessary to focus on the natural environment and natural resources dimensions, which are of high importance and low performance. The resources used for the development of the general infrastructure dimension, which is of low importance and high performance, should be transferred to the development of the natural environment and natural resources dimensions. Political and economic factors, culture, history and art, touristic infrastructure are dimensions that provide competitive advantage and should be protected. Atmosphere, leisure and recreation and social environment dimensions constitute Konya’s weaknesses and have low priority. In addition, as a result of comparative analyses, it was found that the perceived importance and performance of the destination image differ according to demographic characteristics. Practitioners should especially focus on the protection of natural areas, flora and fauna, and the prevention of environmental pollution.

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