Measuring The Consumer Based Brand Equity Of Fethiye: A Comparative Analysis On Domestic And Foreign Tourists

Abstract

Due to the direct economic contributions of the tourism sector to the country budget, the most important premise of branding of destinations and creating preferable destination brands by creating the intention of re-visiting tourists is to create brand equity in touristic destinations. In this study, it was aimed to determine the elements that make up Fethiye's consumer-based brand equity and to determine the role of brand satisfaction in the effect of these elements on the destination brand preference. According to the findings obtained from 1168 tourists participating in the study, it has been determined that the destination brand equity perceptions of tourists visiting Fethiye differ between local and foreign tourists, and brand satisfaction has a moderator role in the effect of destination brand equivalence on brand preference. The research results are expected to guide the destination branding decisions of tourism stakeholders in Fethiye and contribute to future studies in Fethiye in the field of destination marketing.