The role of destination image in touristic buying behavior a research in Afyonkarahisar region

Touristic buying process is shaped by many factors. One of the factors affecting this process is image and brand of destination. While destination image affects perceptions related to destination in tourists? selection of vacation place, destination brand is accepted an indicator of security and quality. Today tourists are much more conscious and they would like to have information about destinations that they spend holiday time. The issue of image and brand are becoming more crucial and effective especially for first time visited destinations.The destinations those are aware of importance of image and brand in the competitive environment, are able to increase tourism demand by developing new strategies. Destinations those can create difference are progressing on the way of composing strong destination brand by positive and appropriate image strategies. In this context the aim of this study is to display importance of image and brand of destination, to determine role of destination image in the process of touristic buying process and also to analyze how Afyonkarahisar?s thermal tourism image is perceived and its contributions to the city?s branding process.Thus, in this study, image and brand perceptions of tourists are analyzed in five star hotels in Afyonkarahisar, also factors affecting tourists buying behavior and role of image and brand, thermal tourism image of Afyonkarahisar and its branding direction are tried to be measured.