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Destination Neurogenetics: Creation of destination meme maps of tourists

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  • Atadil, Hilmi A.
  • Sirakaya-Turk, Ercan
  • Baloglu, Seyhmus
  • Kirillova, Ksenia

Abstract

Seminal marketing studies suggest that the concepts of destination image and meme maps are highly related. Using the Theory of Spreading Activation, this study involves creation, assessment, and comparison of the structure of tourists' destination memes of a mature tourism destination in Turkey. The study reports the findings of two separate studies involving Russian and German travelers to Antalya. Results show sea, sun, and beach memes are the three most common general memes activating the Antalya brand; however, the two market segments' (Russian and German travelers) meme maps differ. While traditional marketing theories rely on the Rational Choice Theory that accentuates the role of the conscious choice of a consumer, this study involving Destination Neurogenetics (DNgen) supports the Infection of the Mind Theory. Findings suggest that greater meme-associations represent high-equity and strong brands.

Suggested Citation

  • Atadil, Hilmi A. & Sirakaya-Turk, Ercan & Baloglu, Seyhmus & Kirillova, Ksenia, 2017. "Destination Neurogenetics: Creation of destination meme maps of tourists," Journal of Business Research, Elsevier, vol. 74(C), pages 154-161.
    • Handle: RePEc:eee:jbrese:v:74:y:2017:i:c:p:154-161
    DOI: 10.1016/j.jbusres.2016.10.028
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    References listed on IDEAS

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    2. Schlaile, Michael P. & Bogner, Kristina & Muelder, Laura, 2021. "It’s more than complicated! Using organizational memetics to capture the complexity of organizational culture," Journal of Business Research, Elsevier, vol. 129(C), pages 801-812.
    3. Krzysztof Stepaniuk, 2018. "Visualization of expressing culinary experience in social network, memetic approach," Post-Print hal-01829832, HAL.
    4. Krzysztof Stepaniuk, 2018. "Visualization of expressing culinary experience in social network, memetic approach," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 5(3), pages 693-702, March.

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