Destination Image Evaluation and Analysis from the Suppliers' Perspective within the scope of Historical and Cultural Values of Istanbul

Abstract

Istanbul is an attraction centre as a destination providing unique experiences for tourists by holding historical and cultural resources. In order to maintain the position as an attraction centre, one of the key elements is favourable destination image. The study aims to reveal that how tourists perceive destination image of Istanbul and how this reflects on marketing efforts from the standpoint of one of the contributory stakeholders on shaping destination image, marketing managers of the hotels. Interviewing technique is used to obtain data within the qualitative study. Accordingly, face-to-face in-depth interviews are conducted with the marketing managers of five-star hotels -operating in Istanbul-, the obtained data is analysed and interpreted by using computer-aided qualitative data analysis programme MAXQDA. Results revealed that destination image of Istanbul was negatively affected due to security based problems in 2016, however, it has been recovering since last two years and showing significantly positive-orientation. For the future, the marketing managers estimate that destination image of Istanbul will be favourable. In this direction; bringing continuity to the organizations becoming brands with the name of Istanbul by adopting a global approach for advertising and promotion efforts, exploring and developing alternate operating areas by following new opportunities as health tourism and Indian market that is coming into prominence especially with wedding organizations are stated as some of the important steps to be taken.