Award Date

1-1-2008

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Seyhmus Baloglu

Number of Pages

117

Abstract

This study is intended to measure brand personality and destination image of Istanbul (Istanbul, Turkey) and compare the perceived image and personality across different nationalities. A representative sample of 334 tourists was surveyed while visiting Istanbul and 272 usable surveys were analyzed in SPSS 15. The survey instrument included quantitative and qualitative (open ended) items to better grasp the visitors' individual perceptions. Respondents were grouped into four segments depending on the geographic and cultural proximity of their nationalities: USA, UK, Europe, and East Asia. Factor analysis was conducted to find underlying image and personality dimensions. Next ANOVA was conducted to identify significant image and personality variations across different nationalities. ANOVA findings showed that there are statistically significant perception differences across different nationalities for cognitive and overall image, as well as for personality perception and behavioral intension to recommend. Practical and theoretical implications are also discussed.

Keywords

Brand; Comparison; Destination; Image; Istanbul; Nationalities; Personality; Turkey

Controlled Subject

Marketing

File Format

pdf

File Size

1873.92 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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Rights

IN COPYRIGHT. For more information about this rights statement, please visit http://rightsstatements.org/vocab/InC/1.0/

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