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Journals / Journal of Tourismology / 2025 / Volume: 11 Issue: 2

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

Tuğba Pala Morkoç(MERSIN UNIVERSITY)0000-0001-8346-9901
Pages
—
Publication Date
2026-01-23
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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 country.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study investigates how Italians’ perceptions of destination image and visit intention differ based on watching Turkish TV series.
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Key Findings & Data: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.
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Conclusion & Impact: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 country.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:intention to visit · TV series · cognitive image

Abstract

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 country. Regression analysis further demonstrates that both dimensions of the image significantly predict visit intention, with affective image emerging as the stronger predictor. Additionally, participants who lived in Turkey reported the most favourable destination perceptions, indicating that direct experiential familiarity reinforces image formation. These results demonstrate that television series can be a powerful tool in destination marketing, especially when strategically aligned with cultural diplomacy and media collaborations. The study concludes by emphasising the need for integrated promotion strategies that use the emotional appeal of television content to enhance international destination branding. However, as the sample was drawn exclusively from residents of Bari, the findings should be interpreted with caution in terms of their generalizability to the broader Italian population.

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Cite This Article

Morkoç, T. P. (2026). The Role of TV Series in Shaping Destination Image and the Intention to Visit Turkey: Evidence from Italian Viewers. Journal of Tourismology, Volume: 11 Issue: 2. https://doi.org/10.26650/jot.2024.10.2.1718426

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