Does a Highly Standardized International Advertising Campaign Contribute To the Enhancement of Destination Image? Evidence From Turkey

dc.authorid UNER, MEHMET MITHAT/0000-0002-1802-2553
dc.authorid Küçükergin, Kemal Gürkan/0000-0003-3761-4340
dc.authorid Karatepe, Osman M./0000-0003-3120-8755
dc.authorscopusid 24315151000
dc.authorscopusid 8581953400
dc.authorscopusid 6603748728
dc.authorscopusid 55981934500
dc.authorwosid UNER, MEHMET MITHAT/JUF-8521-2023
dc.authorwosid Küçükergin, Kemal Gürkan/T-8314-2017
dc.authorwosid Karatepe, Osman M./H-7108-2012
dc.contributor.author Uner, M. Mithat
dc.contributor.author Karatepe, Osman M.
dc.contributor.author Cavusgil, S. Tamer
dc.contributor.author Kucukergin, Kemal Gurkan
dc.contributor.other Business
dc.contributor.other Tourism Management
dc.date.accessioned 2024-07-05T15:22:37Z
dc.date.available 2024-07-05T15:22:37Z
dc.date.issued 2023
dc.department Atılım University en_US
dc.department-temp [Uner, M. Mithat; Kucukergin, Kemal Gurkan] Atilim Univ, Sch Business, Ankara, Turkiye; [Karatepe, Osman M.] Eastern Mediterranean Univ, Fac Tourism, Famagusta, Turkiye; [Cavusgil, S. Tamer] Georgia State Univ, CIBER J Mack Robinson Coll Business, Atlanta, GA USA en_US
dc.description UNER, MEHMET MITHAT/0000-0002-1802-2553; Küçükergin, Kemal Gürkan/0000-0003-3761-4340; Karatepe, Osman M./0000-0003-3120-8755 en_US
dc.description.abstract PurposeDoes 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/approachData 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.FindingsCognitive 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 implicationsThe 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/valueAssessment 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. en_US
dc.identifier.citationcount 10
dc.identifier.doi 10.1108/JHTI-04-2022-0141
dc.identifier.endpage 1187 en_US
dc.identifier.issn 2514-9792
dc.identifier.issn 2514-9806
dc.identifier.issue 3 en_US
dc.identifier.scopus 2-s2.0-85133233735
dc.identifier.scopusquality Q2
dc.identifier.startpage 1169 en_US
dc.identifier.uri https://doi.org/10.1108/JHTI-04-2022-0141
dc.identifier.uri https://hdl.handle.net/20.500.14411/2225
dc.identifier.volume 6 en_US
dc.identifier.wos WOS:001013215000003
dc.institutionauthor Üner, Mehmet Mithat
dc.institutionauthor Küçükergin, Kemal Gürkan
dc.language.iso en en_US
dc.publisher Emerald Group Publishing Ltd en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.scopus.citedbyCount 26
dc.subject Adaptation en_US
dc.subject Affective image en_US
dc.subject Cognitive image en_US
dc.subject Destination image en_US
dc.subject Standardization en_US
dc.subject Turkey Home Global Image Campaign en_US
dc.title Does a Highly Standardized International Advertising Campaign Contribute To the Enhancement of Destination Image? Evidence From Turkey en_US
dc.type Article en_US
dc.wos.citedbyCount 14
dspace.entity.type Publication
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