Özet:

The aim of this study is to try to measure the impact of the brand personality of Turkey on the destination image. In the framework of the study, a survey form was presented to the audience chosen among the citizens of Serbia who visited Turkey to determine the brand identity of Turkey, the destination image, the demographic status of participants and the influence of the brand identity of Turkey on the destination image. The study, conducted with 437 participants, was conducted with the help of travel agencies in Serbia between 2015-2016. The question form sent to the email addresses of citizens of Serbia who have previously visited Turkey is requested to be returned by filling in. According to the results obtained from the research, the questions regarding the brand personality and destination image of Turkey were subject to factor analysis and in both fields the factors consisting of 8 dimensions were revealed. As a result of the correlation and regression analysis, a close relationship between the brand personality of Turkey and the destination image has been found and the result has been achieved that the brand personality of Turkey has influenced the destination image of the citizens of Serbia. In addition, it can be said that the view of Serbian tourists about Turkey is generally positive.