Consumer-based brand equity in touristic destinations: A research in Güzelçamlı

Businesses aim to have an important position for consumers. Because consumers face many brand alternatives when deciding to purchase a product or service they need. Therefore, having aspects that distinguish a business from competing brands can be an advantage for the business. An important marketing strategy that can make a business competitive is consumerbased brand equity. Consumer-based brand equity allows companies to take different positions among many companies, treating brand quality as high quality and brand loyalty, making it stronger than other brands. In terms of consumer behavior, changing the way marketing and brand managers focus on consumer needs and perceptions leads to the creation of high-value brands. High brand value is becoming increasingly important as consumers invest in creating brand value according to today's marketing methods. Under the same conditions, many local and foreign tourists are hosted every year. Marketing and managing tourist destinations as brands is also important in these conditions. Re-selecting tourism destinations for local and foreign tourists helps local companies make profits and provides them with a sustainable competitive advantage, while contributing to the economy of the country. In this context, a research was conducted on consumer-based brand equity in a tourist destination. In this research, Güzelçamlı's consumer-based brand equity perception was measured according to brand equity dimensions and repurchase intention. Keywords: Consumer-based brand equivalence, brand quality, brand loyalty, touristic destination