With the development and change in communication, trade and transportation opportunities in the globalizing world, the brand has taken its place as one of the most valuable assets of a country. In this sense, the brand is a basic indicator that summarizes the country’s production technology, creativity, human resources and accumulation.
Selling brands rather than products is the fastest way to prosper, especially for a developing country, and brands are a country’s source of wealth. Creating a brand means creating corporate wealth. Brand-rich countries also have a vibrant economy, a vibrant workforce and a deep stock market.
The fact that tourism is a dominant sector in a destination has two important consequences; On the one hand, while there are positive and negative effects of tourism in that destination, on the other hand, it has the feature of directing the future developments of the destination where tourism is predominant. While the development of the destination, where tourism plays a very dominant role, develops within the framework of tourism, there are many development strategy options of a less prominent destination.