Destinasion branding: Determining the branding status of Cappadocia region from the perspective of tourists

The aim of this study is to determine how domestic and international tourists perceive Cappadocia, one of Turkey's most important cultural tourism destinations, as a brand. For this purpose, domestic and international tourists visiting the regions known as Core Cappadocia, where fairy chimneys are most densely observed Uçhisar, Göreme, Avanos, Ürgüp, Derinkuyu, Kaymaklı, and Ihlara (Ahiler Development Agency, ahika.gov.tr: 22) constitute the sample of the study. Convenience sampling method was used in selecting the tourists contributing to the research. Convenience sampling is a method where participants are selected based on their suitability, considering the purpose of the research. The data required for the study were collected through face-to-face surveys conducted with the sample. The collected surveys were analyzed using descriptive analysis method. According to the findings obtained from the research, it was concluded that Cappadocia is perceived as a destination brand. The absence of a study in the national and international literature that addresses destination branding in Cappadocia from the perspective of tourists will make this study unique and contribute to the literature for future research.