The Image of Turkey in the South America Tourism Market: A Research on Mercosur Country Citizens

The primary purposes of this research are to explain: what is the perceived image of Turkey in South America, investigate the effects of the perceived image on destination selection, and determine what needs to be done to create a positive image. Full-Member Countries of MERCOSUR (Mercado Comun del Sur - Southern Common Market) were defined as the research population. Quantitative research methods were used in data collection. The sample was determined by non-probability sampling: purposive sampling technique. Data were obtained from 508 participants through a questionnaire. The obtained data was conducted through frequency analysis, factor analysis, t-test, and regression analysis. The result points out that the country image factors affect the perceived destination image, while the cultural similarity and the perceived destination image factors affect the cognitive country image. Also, there is a reciprocal relationship between the cognitive country image and the perceived destination image variables. The conclusion is that the region's awareness of Turkey as a travel destination is limited, Turkey is not noticed among the most in-demand travel destinations, and the image of the country as a tourism destination should be built more positive than it currently is for Turkey to attract more tourists from the region.