The process creating brand identity in destinations: A research on Anamur

Abstract

The aim of the research is to determine the process of creating a brand identity of a destination.The sampling of the research contains 52 people consisting of the protocol of Anamur, non-governmental organizations, tourism establishments and some managers of institutions. Open-ended questions were conducted to determine the brand identity of Anamur in this research. Content analysis was applied, which is one of the qualitative analysis methods, to the data obtained through open-ended questions and for the destination brand personality, results of arithmetic mean and standard deviation were calculated, which are two techniques of descriptive analysis. According to the research findings, "natural values" and "historical and cultural values" have a significant role in the creation of brand identity of Anamur.