Kaya, Muhammet CanerAllami, RabiaaBatman, Orhan2026-07-012026-07-0120251925-4423https://doi.org/10.5281/zenodo.18190528https://hdl.handle.net/20.500.12684/23184This 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.en10.5281/zenodo.18190528info:eu-repo/semantics/closedAccessAfrican Tourism MarketCountry ImageConative IntentionsDestination Country ImageTurkish Tv SeriesFilm TourismArticle15213671395WOS:001665551500044Q40000-0001-9975-8011