Destination Image(s) as a Dynamic Construct: Exploring Perceived Images of Turkey

This thesis inquires destination image (DI) as a holistic construct. Unlike the orthodoxy in tourism research, DI is approached from a wider social science perspective. A critical literature review is conducted to critically discuss seminal image formation models. Considering the sociocultural forces and recent technological changes, and changes in tourism information sources a dynamic framework is presented to elaborate on DI construction. Considering DI as a concept in constant flow and evolution, qualitative interviews is conducted to better understand social constructions of images. To explore influences of sociocultural factors and online information search on Turkey’s perceived images, 32 UK based informants from different backgrounds participated in this research. Participants were chosen through ‘judgmental sampling’. To explore most salient impressions, interviews were designed as three interrelated parts; which are Repertory Grid Analysis, Scenario Analysis, and Online Information Search. The rich data gathered through this flexible design was analysed through Thematic Analysis. While perceived images are explored, dramatic influences of socio-cultural forces are highlighted. Perceived culture in a destination and cultural background of participants are highlighted as highly influential forces in DI formation. Online Information Search is designed to shed a light onto dynamic nature of DI. A critical examination reveals that images hold by individuals who have no prior experience of Turkey tend to be dramatically influenced by online information search.