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Article Citation - WoS: 23Does a Highly Standardized International Advertising Campaign Contribute To the Enhancement of Destination Image? Evidence From Turkey(Emerald Group Publishing Ltd, 2022) Uner, M. Mithat; Karatepe, Osman M.; Cavusgil, S. Tamer; Kucukergin, Kemal GurkanPurpose - 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.Article Citation - WoS: 14Citation - Scopus: 31Does a Highly Standardized International Advertising Campaign Contribute To the Enhancement of Destination Image? Evidence From Turkey(Emerald Group Publishing Ltd, 2023) Uner, M. Mithat; Karatepe, Osman M.; Cavusgil, S. Tamer; Kucukergin, Kemal GurkanPurposeDoes 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.Article Citation - WoS: 11Citation - Scopus: 10Multi-Stage Guided Stochastic Search for Optimization and Standardization of Free-Form Steel Double-Layer Grids(Elsevier Science inc, 2021) Azad, Saeid Kazemzadeh; Aminbakhsh, Saman; Shaban, Samer S. S.There has been a growing interest in the use of free-form structures with irregularly curved yet aesthetically pleasing configurations in the recent decades. Although design optimization of regular steel grids has been well addressed in the literature of structural optimization, still limited work has been devoted to optimum design of real-size free-form grid structures. On the one hand, a main obstacle when dealing with real-size free-form steel grids is the excessive computational effort associated with contemporary evolutionary optimization algorithms. On the other hand, it is generally perceived that the obtained final designs using conventional optimization algorithms may not necessarily be favored in practice if certain provisions are not stipulated by the algorithm to preclude an abundance of distinct steel section sizes in the final design. Hence, instead of offering a single optimum or near optimum design, it would be more desirable to provide the designer or decision maker with a Pareto front set of non-dominated design alternatives taking into account both the minimum weight as well as the assortment of available steel section sizes in the final design. Accordingly, in this paper, a computationally efficient multi-stage guided stochastic search algorithm is proposed for optimization and standardization of realsize free-form steel double-layer grids. A gradual design-oriented section elimination approach is followed where in the first optimization stage, a complete set of commercially available steel sections is introduced to the algorithm and in the succeeding stages, the size of section list is reduced by eliminating the redundant sizes. Two variants of the algorithm are employed to demonstrate the usefulness of the proposed technique in challenging test examples of free-form steel double-layer grids, and the obtained Pareto fronts are plotted to illustrate the trade-off between minimum weight and assortment of steel section sizes in the final design.
