Destination Neurogenetics: Creation of destination meme maps of tourists

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

Research output: Journal article publicationJournal articleAcademic researchpeer-review

9 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)154-161
Number of pages8
JournalJournal of Business Research
Publication statusPublished - 1 May 2017


  • Destination Neurogenetics
  • Meme maps
  • Memetics
  • Spreading activation

ASJC Scopus subject areas

  • Marketing

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