African Tourists' Perceptions of Türkiye's Image: The Mediating Effects of TV Series and Destination Country Image

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dc.contributor.authorKaya, Muhammet Caner
dc.contributor.authorAllami, Rabiaa
dc.contributor.authorBatman, Orhan
dc.date.accessioned2026-07-01T11:39:15Z
dc.date.available2026-07-01T11:39:15Z
dc.date.issued2025
dc.departmentDüzce Üniversitesi
dc.description.abstractThis 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.
dc.identifier.doi10.5281/zenodo.18190528
dc.identifier.endpage1395
dc.identifier.issn1925-4423
dc.identifier.issue2
dc.identifier.orcid0000-0001-9975-8011
dc.identifier.startpage1367
dc.identifier.urihttps://doi.org/10.5281/zenodo.18190528
dc.identifier.urihttps://hdl.handle.net/20.500.12684/23184
dc.identifier.volume15
dc.identifier.wosWOS:001665551500044
dc.identifier.wosqualityQ4
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherInt Journal Contemporary Economics & Administrative Sciences
dc.relation.ispartofInternational Journal of Contemporary Economics and Administrative Sciences
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20260623
dc.subjectAfrican Tourism Market
dc.subjectCountry Image
dc.subjectConative Intentions
dc.subjectDestination Country Image
dc.subjectTurkish Tv Series
dc.subjectFilm Tourism
dc.titleAfrican Tourists' Perceptions of Türkiye's Image: The Mediating Effects of TV Series and Destination Country Image
dc.typeArticle

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