TOURISM BROKERS' PERSPECTIVE ON TURKEY'S IMAGE: MARKETING COMMUNICATIONS AND SUBJECTIVE NORMS AS MEDIATORS

DOI: https://doi.org/10.33776/et.v12i1.5402

Keywords:

cognitive image, affective image, marketing communication, subjective norms, destination image

Abstract

There is growing investment in the tourism industry, especially in the countries with potential attractions. All tourism destinations attempt to compete with other opponents and be distinctive. They also try to provide more particular experiences for visitors. The present study aims to investigate the effectiveness of the tourism brokers’ perspective on Turkey's image as a tourism destination through the mediating role of marketing communications and subjective norms. This study is an applied research based on descriptive correlational studies. The research population includes all the tourism brokers in Iran (travel agencies, tour operators, and travel agents) who provide outgoing Turkey tours. The samples (including 250 tourism brokers) are selected using a convenience sampling method and data were collected by using a questionnaire. To analyze data, Structural Equation Modeling (SEM) is applied using the Smart PLS 3 software. Results show that cognitive and affective images have a significant direct effect on tourism destination image while they have a significant indirect effect on destination image through the mediating role of marketing communications and subjective norms. Marketing Communications and Subjective Norms have a significant direct effect on destination image. Previously, there were not adequate information on and attention to the factors affecting tourism brokers in promoting Turkey as a cross-border destination, so this study is conducted to present new ideas for marketers and tourism brokers.

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Author Biographies

Mohammad Najjarzadeh, Semnan University, Semnan, Iran

Doctor of Sociolog and Assistant Professor Tourism Management.

Nazanin Amirzade, Semnan University, Semnan, Iran

Master degree of Tourism Management-Marketing.

Mohammade Reza Asadi Zarch, Semnan University, Semnan, Iran

Master degree of Tourism Management-Marketing.

References

See the reference list in the article.

Published
2022-06-06
How to Cite
Najjarzadeh, M., Amirzade, N., & Asadi Zarch, M. R. (2022). TOURISM BROKERS’ PERSPECTIVE ON TURKEY’S IMAGE: MARKETING COMMUNICATIONS AND SUBJECTIVE NORMS AS MEDIATORS. ENLIGHTENING TOURISM. A PATHMAKING JOURNAL, 12(1), 33-69. https://doi.org/10.33776/et.v12i1.5402
Issue
Vol. 12 No. 1 (2022): January-June
Section
RESEARCH PAPERS
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