A Imagem da Turquia no Mercado Turístico da América do Sul:

Abstract

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 Común 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. KEYWORDSTourism; Country image; South America; Mercosur; Turkey. RESUMOO objetivo desta pesquisa é o de apresentar qual é a imagem da Turquia, percebida na América do Sul, investigar os efeitos da imagem percebida na seleção do destino e determinar o que precisa ser feito para criar uma imagem positiva. Como universo da pesquisa foram incluídos os países membros plenos do Mercosul. Metodologicamente trata-se de pesquisa quantitativa, a amostra para coleta de dados seguindo amostragem intencional de tipo não probabilística. Os dados foram obtidos por meio de um questionário, com 508 participantes. Análise de frequência, análise fatorial, teste t e análise de regressão foram realizadas com os dados obtidos. Como resultado, os fatores de imagem do país afetam a imagem percebida do destino, enquanto os fatores de semelhança cultural e de imagem percebida do destino afetam a imagem cognitiva