Abstract:
This study evaluates the Cappadocia region's destination image with AHP and KFG
integrated method and determines how to improve the destination image. First of all, the
Cappadocia region's destination image elements were listed by tourism industry experts
according to their importance weights. The activities targeted at improving the destination image
were ranked according to their importance. Destination image elements and remedial activities
were associated, and the "Conducting national and international promotion," activity was the
most important activity. As it is known, AHP, which is one of the multi-criteria-decision-making
methods, is a powerful method that allows subjective judgments to be digitized and converted
into objective evaluation criteria. The KFG method is a systematic approach that can define
customer requirements using quantitative and qualitative techniques and transform them into
measurable product and process parameters. In this sense, destination image elements' effective
inclusion in decision mechanisms emphasizes this study's importance.
