期刊名称：Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
印刷版ISSN：1301-3688
电子版ISSN：2630-6409
出版年度：2012
期号：39
页码：169-192
语种：English
出版社：Erciyes University
摘要：Nowadays,brand that is very important for marketing,is used as a marketing element in different areas.Brand having an increasing importance in tourism,enables the destination to distinguish from rivals both inside and outside.Most of the cities which achieved to be a destination,seek to be a brand for being different.So brand image the most important element of brand,should be controlled and managed.There are some elements of which are essential for being brand.This is also valid for being a destination.In this study,we referred to principles of destination branding,an important aspect of destination marketing,and analyzed whether Alanya is a destination brand or not.
其他摘要：Pazarlamanın vazgeçilmezlerinden olan marka,günümüzde birçok alanda pazarlama aracı olarak kullanılmaktadır.Turizm sektöründe de artan bir öneme sahip olan marka destinasyonların gerek ülke içinde gerekse ülke dışındaki rakiplerinden ayırt edilmesini sağl
