Author(s): Sava? ARTU?ER Fatih ERCAN

In this research it is aimed to expose the destination personality of Marmaris. The sampling group the the research is consisted of the tourists who visited Marmaris between June and August 2014. The data collecting method of the research is Aaker ‘s (1997) questionairre which he developed in order to measure brand personality and the data was collected from 385 tourists in total. The descriptional methods such as percentage, frequency, mean and the statistical method such as the reliability test and factor analysis were used in order to analyze the data. The destination personality of Marmaris was designated as four dimentions at the end of the research. These dimentions are competence, sincerity, excitement and ruggedness. The highest dimention of the destination personality belongs to “sincerity” and “excitement” dimentions. In other words the foreign tourists who came to Marmaris described Marmaris as cheerful, friendly, spirited, cool and young as a personality.


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