Bakü’nün Destinasyon Marka İmajı ve Destinasyon Aidiyeti: Yerli Turistler Üzerine Bir Araştırma
Baku’s Destination Brand and Destination Ownership: A Research on Local Tourists

Summary/Abstract: Purpose – The main purpose of this study is to determine the destination brand image and destination attachment developed for the city of Baku by domestic tourists. In addition, the relationships between destination brand image and destination attachment were also examined. Design/methodology/approach – Questionnaire form was used in the research. The questionnaire form was applied to 429 domestic tourists visiting Baku with the convenience sampling method and a total of 408 usable data were obtained. First, the Skewness and Kurtosis values of the scale were calculated, and the non-parametric “Mann-Whitney U Test” and “Kruskal-Wallis H Test”, correlation test and factor analysis were applied considering that the data did not show normal distribution. Findings – As a result of the factor analysis, the destination brand image of domestic tourists visiting Baku has four dimensions; it has been determined that the destination belonging consists of one dimension. As a result of the correlation analysis carried out to determine the level and degree of relationship between destination brand image and destination belonging, it has been determined that there is a statistically positive and significant relationship between destination brand image perception of domestic tourists visiting Baku and destination belonging. Discussion – Meeting the demands and needs of the destinations, creating a unique image can lead to the fact that they are more preferred by the tourists and that they integrate themselves with that destination and reveal the sense of belonging.

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