Turkey as a Destination Brand: Perceptions of United States Visitors
Nergis Aziz, Efstathios Kefallonitis, Barry A. Friedman

Abstract
Fierce competition now characterizes the tourist industry. An increasing number of governments invest in destination branding, in order to differentiate their country, attract visitors, and increase foreign investment. Turkey attracts world attention with its political, economic, social, and cultural growth, viewed as a leader at the forefront of change in the Middle East and Central Asia. The Turkish government strongly supports marketing Turkey as a tourist destination. This study aims to identify perceptions of United States (US) based individuals regarding Turkey, and increase the understanding of the Turkish destination brand. Destination branding is one the most powerful tools that differentiates one destination from its competitors.

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