The effects of perceived destination image on marketing: A research on Ankara province

In this study, it was aimed to determine the destination image awareness levels of Ankara's destination image and to get their thoughts about the commercial activities in the sector, in the enterprises that provide goods and / or services to the tourism sector in Ankara, or those who work / work in institutions / organizations. In line with this purpose, one of the qualitative research patterns, using the factual science pattern, learned the opinions of senior executives who take an active role in the tourism activities in Ankara, about the tourism image of Ankara, plus and minus aspects, and the recommendations of Ankara to develop as a destination. The individuals and organizations that make up the scope of the research; Official institutions in the tourism sector in Ankara region, non-governmental organizations, travel agencies, accommodation enterprises, business owners who are actively involved in the tourism sector in the region, managers, heads and assistants of tourism associations, managers of institutions and organizations in the tourism sector. The research was carried out in the period from January to May 2020 by face-to-face interviews with 17 people actively working in the tourism sector in Ankara region. In this study, in-depth interview method was preferred. In the interview form used in the study, there are 6 open-ended questions in order to learn about the demographic and tourism sector characteristics of the interviewees and to learn the opinions and suggestions of the interviewees about the tourism image of Ankara. As a result of the evaluations of the interviewees, who are the senior managers in the tourism sector in Ankara, regarding the destination image of Ankara, a consensus was formed that the general image of Ankara is the capital. In addition, evaluators have been one of the prominent concepts of Ankara's historical destination image. It was stated by some participants that Ankara has a negative touristic image and there are deficiencies related to the promotion of Ankara. Keywords: Destination, Destination Image, Destination Marketing.