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The role of familiarity in the assessment of Turkey’s country/destination image: going beyond soap operas

Durdana Ozretic-Dosen (Department of Marketing, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Jozo Previsic (Department of Marketing, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Zoran Krupka (Department of Marketing, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Vatroslav Skare (Department of Marketing, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)
Tanja Komarac (Department of Marketing, Faculty of Economics and Business, University of Zagreb, Zagreb, Croatia)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 25 September 2018

Issue publication date: 15 October 2018

447

Abstract

Purpose

This paper aims to further enhance the understanding of elements relevant to creating affection for a country’s identity, culture and values.

Design/methodology/approach

An overview of theoretical contributions is followed by a description of exploratory research on the overall image of Turkey. Survey-based empirical data (a convenience sample consisting of 838 Croatian citizens) are analysed using Statistica v7; mean values and a t-test are applied. The importance-performance Analysis (IPA) is also performed. The level of the respondent’s actual knowledge of Turkey is analysed by examining the content of their associations.

Findings

Research findings support a proven multidimensionality of the country/destination image construct. Turkey has become an appealing tourist destination; its image consists of positive associations that point to the effectiveness of soap operas broadcast abroad and promotional investments into the creation of the country image in foreign markets. Negative perceptions are related to human rights and gender inequalities.

Limitations implications

The use of a convenience sample (with predominantly female respondents) places a clear constraint on generalising the findings. Consequently, the results should be treated only as indicative. Furthermore, the one-country nature of the study limits the implications to theory.

Practical implications

Findings that soap operas might be a valuable source for Turkey’s image formation, and as such affect subsequent consumer behaviour, provide valuable insights for tourism and international marketing professionals who are either already in business or who are planning to internationalise future activities.

Originality/value

The study adds to the existing knowledge suggesting that popular culture, i.e. soap operas, is an interesting dimension of country/destination image deserving of further research.

Keywords

Citation

Ozretic-Dosen, D., Previsic, J., Krupka, Z., Skare, V. and Komarac, T. (2018), "The role of familiarity in the assessment of Turkey’s country/destination image: going beyond soap operas", International Journal of Culture, Tourism and Hospitality Research, Vol. 12 No. 3, pp. 277-291. https://doi.org/10.1108/IJCTHR-06-2017-0066

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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