African Tourists' Perceptions of Türkiye's Image: The Mediating Effects of TV Series and Destination Country Image
Küçük Resim Yok
Tarih
2025
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Int Journal Contemporary Economics & Administrative Sciences
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This study examines African tourists' perceptions of T & uuml;rkiye by modeling the relationships among country image, engagement with Turkish TV series, destination country image, and conative intentions. African tourists were chosen because they represent a growing yet under-researched long-haul market for T & uuml;rkiye and offer a useful context to test media-driven mechanisms. Data were collected from 254 African tourists with prior visits to T & uuml;rkiye and analyzed using Structural Equation Modeling. Conative intentions refer to the action-oriented component of attitude, namely intentions to revisit and recommend. Country image had no significant direct effect on conative intentions; however, its total effect became substantial when the mediators were included. Both TV series and destination country image significantly mediated the country image-conative intentions link, with destination country image exerting the stronger influence; all indirect paths were significant. The study's originality lies in specifying and testing TV series as a cultural-product mediator alongside destination country image. Practically, DMOs should integrate screen-content and branding by linking series narratives and locations to campaigns, developing screen-tourism itineraries with tour operators and guides, and aligning hospitality and airline promotions with culturally resonant messages for African markets.
Açıklama
Anahtar Kelimeler
African Tourism Market, Country Image, Conative Intentions, Destination Country Image, Turkish Tv Series, Film Tourism
Kaynak
International Journal of Contemporary Economics and Administrative Sciences
WoS Q Değeri
Q4
Scopus Q Değeri
Cilt
15
Sayı
2
