Assessment of the Pamukkale Destination Image According to Attraction Factors

The attraction image of a tourism center is an important factor in the formation of the destination image. The present study is designed to determine the attraction factors and superiorities of the Pamukkale destination image from the perspective of foreign tourists and to assess destination alternatives. Both because the issue of image assessment is relative and because the issue of determining the alternatives require making a multi-variable decision, the theory of fuzzy sets has been used as the research method. The image of Pamukkale and its vicinity according to the attraction factors is divided into four areas: Pamukkale travertine, ancient monuments, health/spa tourism and shopping opportunities. Because the attraction factor image of Pamukkale travertine is dominant, the levels of the other factors have remained low. Therefore, the region is perceived not as a place in which to spend several days on the basis of tourism but as a sightseeing place to spend a few hours. To mediate this perception, the {B-E} points where there are opportunities for Pamukkale travertine, ancient monuments and health/spa tourism should be evaluated as an entire destination marketing scheme