A research on the effect of the country image on memorable tourism experience in the context of some demographic variables


  • Didem Kutlu Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University, Turkey. https://orcid.org/0000-0003-3354-5202
  • Hasan Ayyildiz Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University, Turkey. https://orcid.org/0000-0003-1954-6719




Country Image, Experience, Memorable Tourism Experience (MTE)


With the world economy developing based on experience, businesses are trying to create unique experiences to differentiate themselves. The transformation of these experiences into a memorable tourism experience (MTE) not only affects customer satisfaction, but also positively affects the country image which is the impression of consumers about the country. Therefore, this study intents to find the effect of country image on MTE and to reveal which dimensions of country image affect the MTE. Moreover, the effect of demographic factors on the perception of the country image will be investigated. The study was carried out with 707 international tourists visited Antalya, a well-known destination in Turkey, during the months of May-October in 2018. As a result of hierarchical regression analysis the effect of country image on MTE was partially supported and it was revealed that MTE had a positive effect on hedonism, novelty, local culture, and meaningfulness dimensions. Regarding the second objective, a significant difference was found between the marital status, age groups and educational status of international tourists and their country image perceptions. Due to the impact of country image on MTE, policy makers need to make continuous improvement in the context of political, technological, and environmental factors.


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Author Biographies

Didem Kutlu, Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University, Turkey.

Ph.D. in Social Sciences / Business Marketing (2020). Master’s in Social Sciences / Business Marketing (2014). Graduation in Tourism and Hotel Management (1999). Full-time assistant professor and researcher at Vocational School of Social Sciences, Akdeniz University. CV: https://avesis.akdeniz.edu.tr/didemkutlu/. Research interest (according to publications) is destination image, tourism experience, electronic word of mouth, and travel agency studies.

Hasan Ayyildiz, Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University, Turkey.

Ph.D. in Marketing (2000). Master’s in Marketing (1994). Graduation in Faculty of Political Sciences, Economics (1991). Full-time professor and researcher at Faculty of Economics and Administrative Sciences, Business Administration, Production Management and Marketing, Karadeniz Technical University. CV: https://avesis.ktu.edu.tr/ayyildiz. Member of Marketing and Marketing Research Association. Publication Committee Member of Journal of Marketing Theory and Practice. Advisory Committee Member of Global Journal of Economics and Business Studies. Research Areas: Social and Human Sciences, Business, Marketing, Strategic Marketing and Brand Management, Entrepreneurship and Innovation Management.


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How to Cite

Kutlu, D., & Ayyildiz, H. . (2023). A research on the effect of the country image on memorable tourism experience in the context of some demographic variables. Anais Brasileiros De Estudos Turísticos, 13(1). https://doi.org/10.5281/zenodo.7706198