Does a highly standardized international advertising campaign contribute to the enhancement of destination image? Evidence from Turkey

Abstract

Purpose - Does a highly standardized international advertising campaign enhance destination image? Drawing evidence from Turkey's Home Global Image Campaign, the authors investigate this fundamental question. This would help the authors to understand whether there are significant differences in cognitive and affective image among tourist groups in Europe in a destination where there is a highly standardized international advertising campaign. Design/methodology/approach - Data collected from British, German, French and Italian tourists through the official Twitter account of the Turkish Ministry of Culture and Tourism (TMCT) were used to carry out the quantitative analysis. Analysis of variance test was performed to assess the differences in nationalities. The Scheffe test was also applied as a post hoc comparison. Findings - Cognitive image attributes such as "good value for money," "good climate," "interesting and friendly people," "beautiful scenery and natural attractions," "interesting cultural attractions," "appealing local food (cuisine)" and "hygiene and cleanliness" are found to be less favorable in the perceptions of French tourists than those of British, German and Italian tourists. British, German and Italian tourists perceive Turkey as a more pleasant destination than French tourists. Overall, the findings suggest that a highly standardized international advertising campaign fails to boost the destination image for all nationalities. Practical implications -The TMCT officials should use the adaptation strategy in international advertising campaigns since the findings denote that the "one-size-fits all" approach is problematic. The TMCT should support and promote environmental sustainability efforts and green hotel practices to attract more tourists and use them in different communication channels. Originality/value - Assessment of affective and cognitive destination images (differences) is still an unresolved issue in the destination management and marketing literature. It seems that there is no empirical study investigating the cognitive and affective image attributes of a destination based on standardization versus adaptation approaches. This paper makes a contribution to the current literature by demonstrating that using the same image campaign in different markets is a practice that fails to achieve the intended goals.