Analysis of the effect of geographical sign on destination image: The case of Izmir province

Today, destinations try to reflect a good destination image with their strengths by highlighting their unique qualities and products. Geographical sign registration of local products also reflects positively on the destination image of the city. In this study, it is aimed to reveal the effect of geographically indicated products on the destination image and to examine how they play a role in the relationship of visitor satisfaction, motivation and loyalty. In this study, the effect of geographical signs on destination image has been examined from the perspectives of tourists and local stakeholders of the city. For this purpose, following a conceptual framework, a mixed method approach was used whereby questionnaires were applied to the tourists and semi-structured interviews were conducted with local stakeholders. The data obtained from the tourists were analyzed using Structural Equation Modeling (SEM). Content analysis was conducted for the semi-structured interviews. According to the general results of the study, it was found that geographical signed products have a positive effect on the destination image. In addition, visitor satisfaction did not have a positive and significant effect on destination loyalty. It is expected that the research will contribute to the relevant literature and guide the destination managers in the image creation process.