As an international tourism destination, Turkey serves mostly European tourist markets due to her closeness to European markets. Turkey and Europe has a long shared history of relationships. However, Turkey and Turkish people have a rather biased and stereotypical image in western markets, including Europe (Tasci, Gartner & Cavusgil 2007; Tasci, Uygur-Meydan & Cavusgil 2006). “The contemporary image of Turkey is still shadowed by stereotypes dating from the Ottoman Empire, with connotations of mostly medieval wars and political events, accentuated by cultural and religious differences between Turkey and the western world” (Tasci, Uygur-Meydan & Cavusgil 2006, p. 82). The purpose of the current study is to measure the similarities and differences between Turkish and European cultures and identify the role of education.