A research about brand personality of Konya city as a touristic destination

Brand personality is a process emerging as a result of identification of personality properties with brands. Brand personality takes importance for consumers to exhibit loyalty towards a certain brand since brand personality affects decisions of purchasing and enable to make a choice between competitors. Therefore, considering this approach, marketers and enterprises determine which personality properties become valid for consumers and bring these properties into the forefront in the communication.Destination image is associated with tourist self-image when examining in the model of general image, destination brand and brand personality. This relationship shows that life styles of individuals and their systematics of values are of vital importance during process of choosing a destination. How much opinion of the tourist regarding destination image is in accord with his/her self concept, tendency of behavior, which shall result in visiting that destination, shall be exhibited. This study addresses brand and marketing world in terms of travelling destinations rather than items of consumers. Dimensions of brand personality of Province of Konya, which is a touristic destination for both domestic and foreign tourists, were executed in accordance with Aaker?s (1997) scale, its differentiations are investigated, the destination image is associated with tourist self-image, and based on results of the study, clues about destination marketing of the province are obtained. Key words: Brand, Image, Destination, Brand personality, Destination Brand, Destination Image, Destination Brand Personality, Province of Konya