African Tourists' Perceptions of Türkiye's Image: The Mediating Effects of TV Series and Destination Country Image

This study examines African tourists’ perceptions of Türkiye by modeling the relationships among country image, engagement with Turkish TV series, destination country image, and conative intentions. African tourists were chosen because they represent a growing yet under-researched long-haul market for Türkiye and offer a useful context to test media-driven mechanisms. Data were collected from 254 African tourists with prior visits to Türkiye and analyzed using Structural Equation Modeling. Conative intentions refer to the action-oriented component of attitude, namely intentions to revisit and recommend. Country image had no significant direct effect on conative intentions; however, its total effect became substantial when the mediators were included. Both TV series and destination country image significantly mediated the country image–conative intentions link, with destination country image exerting the stronger influence; all indirect paths were significant. The study’s originality lies in specifying and testing TV series as a cultural-product mediator alongside destination country image. Practically, DMOs should integrate screen-content and branding by linking series narratives and locations to campaigns, developing screen-tourism itineraries with tour operators and guides, and aligning hospitality and airline promotions with culturally resonant messages for African markets.