A research on the role of strategic communication in creating a dissation image

In this study, the activities carried out by countries and cities to create an image as a tourism destination are analyzed through the campaigns they carried out between the years 2007 and 2018 and submitted to the ICCA- International Congress and Convention Association Best Marketing Award competition within the context of public relations, strategic communication, tourism marketing, public diplomacy and the results of 11 campaigns belonging to different countries and cities are evaluated within the framework of AMEC- The International Association for Measurement and Evaluation of Communication (Integrated Evaluation Framework). In this research, it is aimed to examine the results and effects of international promotional activities carried out by cities and countries for specific target audiences and purposes in order to create a destination image and to examine the process of creating a destination image. Countries and cities, each of which is well known and strong brands by nature; It is not possible to completely replace the organic image of the organic image that occurs in connection with many different historical, cultural, geographical, economic and other reasons with simple or complex promotional activities carried out, but there is no doubt that successful strategic communication activities will have short, medium and long-term effects to reach the targeted purpose and support the tourism movement, overcome periodic crises, increase income in various markets and create new business opportunities. It is important to know what these effects will be, and to provide data on what other destinations can do to create their own image with strategic communication activities. Throughout the study, literature review focuses on public relations and tourism marketing; international public relations, strategic communication, public diplomacy, marketing mix, cultural diplomacy, soft power are also discussed under these umbrella terms. Within the scope of the reserach, the 11 countries and cities participating in the ICCA BMA were examined and the impact, results and outcomes of these activities were evaluated through the AMEC Integrated Evaluation Framework. The study concludes that the strategic communication activities of the destinations, has positive results on the fomration of the destination image despite restrictions such as time and resources and have concrete results in creating images and achieving the specified targeted outputs.