The Importance of Destination Image in Tourists’ Destination Selection: The Case of Kyrgyzstan

Proceedings of The 4th International Conference on Future of Social Sciences and Humanities

Year: 2022

DOI:

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The Importance of Destination Image in Tourists’ Destination Selection: The Case of Kyrgyzstan

Erkan Akgöz, Altynai Taalaybek Kızı

 

ABSTRACT: 

The destination image is one of the most important factors affecting the destination choice of tourists. Identifying which factors influence the tourist decision-making process is a complex task that requires an analytical approach. Decisions are taken according to objective or subjective methods. However, no matter which method is used, making decision with a single criterion may negatively affect the success of the decision. Therefore, it would be more feasible to use multiple criteria on decision-making process. For this reason, many different methods are being developed for decision-making process day by day. The AHP is one of them. AHP allows choosing the best alternative from multiple criteria. With its natural beauties and unspoiled nature, Kyrgyzstan has an important potential in the world tourism market. Tourism statistics about Kyrgyzstan shows that Kyrgyzstan cannot use its potential effectively. In this research the destination image of Kyrgyzstan has been examined with the data obtained from different stakeholders of tourism sector. “Super Decisions” software was used to analyze the data. Within the scope of the research, 6 regions of Kyrgyzstan and 7 criteria belonging to these regions were evaluated. As a result of the evaluation, it has been determined that natural beauties, historical values and cultural richness are at the forefront in the image of the country.

keywords: Destination, Decision Making, Image, Kyrgyzstan .