Destinasyon Marka Farkındalığı, Destinasyon Marka İmajı ve Algılanan Kalitenin Destinasyon Marka Sadakatine Etkisi: Mardin Odaklı Bir Araştırma (The Effects of Destination Brand Awareness, Destination Brand Image and Perceived Quality on Destination Brand Loyalty: A Case of Mardin)

Purpose – The aim of this study is to measure the consumer-based destination brand equity Mardin, which an important tourism in Southeastern Anatolia region, and investigate effects awareness, image, perceived quality on loyalty. Design/methodology/approach Scanning method was used research. First, reliability validity measurement tool measuring equivalence components were tried be obtained. Afterwards analysis data (n: 212) collected November December 2019, structural model established, proposed theoretical tested. Exploratory confirmatory factor performed ensure construct scale. Convergent discriminative validities scale provided as a result model. Structural test hypotheses. Findings As analysis, it confirmed within framework modelled by Aaker, (1991) Keller (1993) determined that consists four dimensions. model, hypotheses based supported. According findings, indicated image affect positively loyalty. Discussion To attain strong brand, required understand visitors perception needs created followed marketing management strategies stakeholders. By offering tourists different unique experiences beyond known, can increasing quality, loyalty levels towards destination. Research findings provide information stakeholders about contribution creating effective competency.