Abstract:

In the destination marketing, in order to emphasize the equality or superiority of the brand between the destinations, the uniqueities of the destinations, the diversity and quality of the services they offer are strongly emphasized. However, studies that measure the impact of destination brand equality sizes and destination familiarities on tourists' travel intentions in the area are quite limited. In this scope, the study aims to determine the impact of destination mark equality and destination familiarity sizes on travel intentions of tourists who visit the Istanbul destination in the period August-November 2019 and from the Middle East countries. The 430 survey form prepared in this framework was applied by contacting tourists face-to-face. The data obtained from the surveys (400 surveys) were analyzed in the SPSS program. In the analyses, the scale of destination brand equality is made up of the scale of destination awareness, destination image awareness, destination quality awareness and destination loyalty awareness. It has also been concluded that all destination brand equality sizes have a high and positive impact on tourists’ destination travel intentions and tourists’ destination familiarities.

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