The Role of TV Series in Shaping Destination Image and the Intention to Visit Turkey: Evidence from Italian Viewers

Pala Morkoç, Tuğba

This study investigates how Italians’ perceptions of destination image and visit intention differ based on watching Turkish TV series. In addition, the study investigates the impact of the destination image on Italian viewers’ intention to visit Turkey. Drawing on the dual dimensions of destination image—cognitive and affective—the research investigates whether exposure to Turkish television content significantly shapes viewers’ emotional and rational evaluations of Turkey as a travel destination. Quantitative data were collected from 390 Italian individuals residing in Bari, using a structured questionnaire. The findings reveal that those who watch Turkish TV series exhibit significantly more positive affective and cognitive images of Turkey, along with stronger intentions to visit the co...