An Exploratory Study on Destination Personality and Image of Antalya

Abstract

The discovery of personality traits and image perceptions attributed to destinations creates a sustainable competitive advantage in the globalizing world. In this context, the main objective of this study is to reveal the perceptions associated with destination personality and image of Antalya. Applying case study based on exploratory qualitative research method, the researchers obtained the data from the multi-tourism stakeholders. As a result of the content analysis, the positive personality traits associated with the Antalya destination were found out as "dynamic, modern, versatile, humanist and sincere" while negative personality traits appeared as "commodified, mixed, self-seeker and depressed". In addition to this, the findings regarding the image of the destination indicate that Antalya has a very rich range of functional and psychological destination features.