Projected Image of Turkey in Travel Blogs

Adil Bical; Mesude Canan Ozturk

doi:10.48119/toleho.823838

Research Article

Projected Image of Turkey in Travel Blogs

Year 2021, Volume: 3 Issue: 1, 5 - 17, 23.06.2021

Adil Bical , Mesude Canan Ozturk

https://doi.org/10.48119/toleho.823838

Abstract

Travel and destination information is mostly provided by textual and storytelling communication practices. With the spread of mobile phones, digital tools and Web 2.0, photographs have become an important medium for reflecting destinations. This study analyses how Turkey is visualized and reflected as a destination through photos by the top 100 most-visited travel bloggers. As a result of the research, predictable findings (e.g. the most visited city: Istanbul or the most interesting historical monuments: Sultan Ahmet, Hagia Sophia) were obtained, and unexpected results were also gathered by the researchers. Among these, street cats (31) attract the same level of curiosity as the Topkapi Palace (34), and bloggers shared Cappadocia’s (21%) photos more than all coastal regions involved in intense of tourism (17%). These results imply clues on which destinations or attractions of Turkey should be emphasized and provide some information about Turkey’s image as a destination.

Keywords

Turkey, Destination image, Photo, Travel blogs

References

Akehurst, G. (2008). User generated content: The use of blogs for tourism organisations and tourism consumers. Service Business, 3(1), 51. https://doi.org/10.1007/s11628-008-0054-2
Albers, P. C., & James, W. R. (1988). Travel photography: A methodological approach. Annals of tourism Research, 15(1), 134–158.
Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis☆. Journal of Retailing, 85(4), 437–452. https://doi.org/10.1016/j.jretai.2009.04.004
Baloglu, S. (2001). Image variations of Turkey by familiarity index: informational and experiential dimensions. Tourism Management, 22(2), 127–133.
Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1–9. https://doi.org/10.1016/S0261-5177(00)00030-3
Baloglu, S., & McCleary, K. W. (2016). U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors. Journal of Travel Research, 38(2), 144–152. https://doi.org/10.1177/004728759903800207
Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
Campo, S., & Alvarez, M. D. (2014). Can tourism promotions influence a country's negative image? An experimental study on Israel's image. Current Issues in Tourism, 17(3), 201–219. https://doi.org/10.1080/13683500.2013.766156
Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism Management, 28(1), 118–129. https://doi.org/10.1016/j.tourman.2006.03.002
Connell, J. (2005). Toddlers, tourism and Tobermory: Destination marketing issues and television-induced tourism. Tourism Management, 26(5), 763–776.
Cosenza, T. R., Solomon, M. R., & Kwon, W.-s. (2015). Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of Consumer Behaviour, 14(2), 71–91. https://doi.org/10.1002/cb.1496
Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The Role of User-Generated Content in Tourists' Travel Planning Behavior. Journal of Hospitality Marketing & Management, 18(8), 743–764. https://doi.org/10.1080/19368620903235753
Currie, R. R., Wesley, F., & Sutherland, P. (2008). Going where the Joneses go: Understanding how others influence travel decision‐making. International Journal of Culture, Tourism and Hospitality Research, 2(1), 12–24. https://doi.org/10.1108/17506180810856112
Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1-2), 124–133. https://doi.org/10.1016/j.jdmm.2012.09.004
Echtner, C. M., & Ritchie, J. B.R. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3–13. https://doi.org/10.1177/004728759303100402
Gaman, G., & Răcășan, B. S. (2015). Tourist Image Of Romania Reviewed By International Travel Guides. Comparative Study: English, French And German Editions. Revista de turism-studii si cercetari in turism. (19), 60–73.
Garrod, B. (2008). Understanding the Relationship between Tourism Destination Imagery and Tourist Photography. Journal of Travel Research, 47(3), 346–358. https://doi.org/10.1177/0047287508322785
Han, C. M. (1989). Country image: halo or summary construct? Journal of marketing research, 26(2), 222.
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004). Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Joyner, J. (2008). Bloggers as Opinion Leaders. Retrieved from http://www.outsidethebeltway.com/bloggers_as_opinion_leaders/
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2
Landis, J. R., & Koch, G. G. (1977). The Measurement of Observer Agreement for Categorical Data. Biometrics, 33(1), 159. https://doi.org/10.2307/2529310
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502–511.
Li, D., Lu Wang, C., Jiang, Y., R. Barnes, B., & Zhang, H. (2014). The asymmetric influence of cognitive and affective country image on rational and experiential purchases. European Journal of Marketing, 48(11/12), 2153–2175. https://doi.org/10.1108/EJM-09-2012-0505
Li, X., & Wang, Y. (2011). China in the eyes of western travelers as represented in travel blogs. Journal of Travel & Tourism Marketing, 28(7), 689–719.
Light, D. (2007). Dracula tourism in Romania Cultural identity and the state. Annals of tourism Research, 34(3), 746–765. https://doi.org/10.1016/j.annals.2007.03.004
Ma, Y., Xiang, Z., Du, Q., & Fan, W. (2018). Effects of user-provided photos on hotel review helpfulness: An analytical approach with deep leaning. International Journal of Hospitality Management, 71, 120–131. https://doi.org/10.1016/j.ijhm.2017.12.008
MacKay, K. J., & Fesenmaier, D. R. (1997). Pictorial element of destination in image formation. Annals of tourism Research, 24(3), 537–565. https://doi.org/10.1016/S0160-7383(97)00011-X
Markwell, K. W. (1997). Dimensions of photography in a nature-based tour. Annals of tourism Research, 24(1), 131–155. https://doi.org/10.1016/S0160-7383(96)00053-9
Markwick, M. (2001). Postcards from Malta. Annals of tourism Research, 28(2), 417–438. https://doi.org/10.1016/S0160-7383(00)00049-9
Martínez, S. C., & Alvarez, M. D. (2010). Country Versus Destination Image in a Developing Country. Journal of Travel & Tourism Marketing, 27(7), 748–764. https://doi.org/10.1080/10548408.2010.519680
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image – different or similar image concepts? The Service Industries Journal, 25(4), 493–503. https://doi.org/10.1080/02642060500092147
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54. https://doi.org/10.1016/j.tourman.2014.01.012
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of tourism Research, 35(1), 84–106.
Pharr, J. M. (2015). Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands? Journal of Marketing Theory and Practice, 13(4), 34–45. https://doi.org/10.1080/10696679.2005.11658557
Phau, I., Shanka, T., & Dhayan, N. (2010). Destination image and choice intention of university student travellers to Mauritius. International Journal of Contemporary Hospitality Management, 22(5), 758–764. https://doi.org/10.1108/09596111011053846
Ren, M., Vu, H. Q., Li, G., & Law, R. (2020). Large-scale comparative analyses of hotel photo content posted by managers and customers to review platforms based on deep learning: İmplications for hospitality marketers. Journal of Hospitality Marketing & Management, 1–24. https://doi.org/10.1080/19368623.2020.1765226
Song, X., Chi, Y., Hino, K., & Tseng, B. (2007). Identifying opinion leaders in the blogosphere. In M. J. Silva, A. O. Falcão, A. A. F. Laender, R. Baeza-Yates, D. L. McGuinness, B. Olstad, & Ø. H. Olsen (Eds.), Proceedings of the sixteenth ACM conference on Conference on information and knowledge management - CIKM '07 (p. 971). New York, New York, USA: ACM Press. https://doi.org/10.1145/1321440.1321588
Stepchenkova, S., & Mills, J. E. (2010). Destination Image: A Meta-Analysis of 2000–2007 Research. Journal of Hospitality Marketing & Management, 19(6), 575–609. https://doi.org/10.1080/19368623.2010.493071
Stepchenkova, S., & Morrison, A. M. (2006). The destination image of Russia: From the online induced perspective. Tourism Management, 27(5), 943–956. https://doi.org/10.1016/j.tourman.2005.10.021
Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management, 36, 590–601. https://doi.org/10.1016/j.tourman.2012.08.006
Şimşek, H., & Yıldırım, A. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (10th ed.). Ankara: Seçkin Yayıncılık.
Torun, C. (Director). (2016). Kedi [Motion picture]. Türkiye: Termite Films.
Tudor, R. (2012). The image of tourist destinations represented in travel blog photography. Case study: Romania's image reflected in French bloggers photos. Revista de turism-studii si cercetari in turism. (13).
Turkey:Home Tanıtım Kampanyası. Retrieved from https://www.youtube.com/watch?v=pvTRgukcw_8
Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketing. Tourism Management, 28(3), 714–725. https://doi.org/10.1016/j.tourman.2006.04.026
Zehrer, A., Crotts, J. C., & Magnini, V. P. (2011). The perceived usefulness of blog postings: An extension of the expectancy-disconfirmation paradigm. Tourism Management, 32(1), 106–113. https://doi.org/10.1016/j.tourman.2010.06.013
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2015). The Influence of Destination-Country Image on Prospective Tourists’ Visit Intention: Testing Three Competing Models. Asia Pacific Journal of Tourism Research, 21(7), 811–835. https://doi.org/10.1080/10941665.2015.1075566
Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists' behaviors and perceptions in a tourism destination by analyzing photos' visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595–608. https://doi.org/10.1016/j.tourman.2019.07.002

Year 2021, Volume: 3 Issue: 1, 5 - 17, 23.06.2021

Adil Bical , Mesude Canan Ozturk

https://doi.org/10.48119/toleho.823838

Abstract

References

Akehurst, G. (2008). User generated content: The use of blogs for tourism organisations and tourism consumers. Service Business, 3(1), 51. https://doi.org/10.1007/s11628-008-0054-2
Albers, P. C., & James, W. R. (1988). Travel photography: A methodological approach. Annals of tourism Research, 15(1), 134–158.
Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis☆. Journal of Retailing, 85(4), 437–452. https://doi.org/10.1016/j.jretai.2009.04.004
Baloglu, S. (2001). Image variations of Turkey by familiarity index: informational and experiential dimensions. Tourism Management, 22(2), 127–133.
Baloglu, S., & Mangaloglu, M. (2001). Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management, 22(1), 1–9. https://doi.org/10.1016/S0261-5177(00)00030-3
Baloglu, S., & McCleary, K. W. (2016). U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors. Journal of Travel Research, 38(2), 144–152. https://doi.org/10.1177/004728759903800207
Barich, H., & Kotler, P. (1991). A framework for marketing image management. MIT Sloan Management Review, 32(2), 94.
Campo, S., & Alvarez, M. D. (2014). Can tourism promotions influence a country's negative image? An experimental study on Israel's image. Current Issues in Tourism, 17(3), 201–219. https://doi.org/10.1080/13683500.2013.766156
Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism Management, 28(1), 118–129. https://doi.org/10.1016/j.tourman.2006.03.002
Connell, J. (2005). Toddlers, tourism and Tobermory: Destination marketing issues and television-induced tourism. Tourism Management, 26(5), 763–776.
Cosenza, T. R., Solomon, M. R., & Kwon, W.-s. (2015). Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of Consumer Behaviour, 14(2), 71–91. https://doi.org/10.1002/cb.1496
Cox, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The Role of User-Generated Content in Tourists' Travel Planning Behavior. Journal of Hospitality Marketing & Management, 18(8), 743–764. https://doi.org/10.1080/19368620903235753
Currie, R. R., Wesley, F., & Sutherland, P. (2008). Going where the Joneses go: Understanding how others influence travel decision‐making. International Journal of Culture, Tourism and Hospitality Research, 2(1), 12–24. https://doi.org/10.1108/17506180810856112
Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1-2), 124–133. https://doi.org/10.1016/j.jdmm.2012.09.004
Echtner, C. M., & Ritchie, J. B.R. (1993). The Measurement of Destination Image: An Empirical Assessment. Journal of Travel Research, 31(4), 3–13. https://doi.org/10.1177/004728759303100402
Gaman, G., & Răcășan, B. S. (2015). Tourist Image Of Romania Reviewed By International Travel Guides. Comparative Study: English, French And German Editions. Revista de turism-studii si cercetari in turism. (19), 60–73.
Garrod, B. (2008). Understanding the Relationship between Tourism Destination Imagery and Tourist Photography. Journal of Travel Research, 47(3), 346–358. https://doi.org/10.1177/0047287508322785
Han, C. M. (1989). Country image: halo or summary construct? Journal of marketing research, 26(2), 222.
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004). Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis. Journal of the Academy of Marketing Science, 32(3), 251–270. https://doi.org/10.1177/0092070304264262
Joyner, J. (2008). Bloggers as Opinion Leaders. Retrieved from http://www.outsidethebeltway.com/bloggers_as_opinion_leaders/
Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism Research, 30(1), 216–237. https://doi.org/10.1016/S0160-7383(02)00062-2
Landis, J. R., & Koch, G. G. (1977). The Measurement of Observer Agreement for Categorical Data. Biometrics, 33(1), 159. https://doi.org/10.2307/2529310
Lee, R., & Lockshin, L. (2012). Reverse country-of-origin effects of product perceptions on destination image. Journal of Travel Research, 51(4), 502–511.
Li, D., Lu Wang, C., Jiang, Y., R. Barnes, B., & Zhang, H. (2014). The asymmetric influence of cognitive and affective country image on rational and experiential purchases. European Journal of Marketing, 48(11/12), 2153–2175. https://doi.org/10.1108/EJM-09-2012-0505
Li, X., & Wang, Y. (2011). China in the eyes of western travelers as represented in travel blogs. Journal of Travel & Tourism Marketing, 28(7), 689–719.
Light, D. (2007). Dracula tourism in Romania Cultural identity and the state. Annals of tourism Research, 34(3), 746–765. https://doi.org/10.1016/j.annals.2007.03.004
Ma, Y., Xiang, Z., Du, Q., & Fan, W. (2018). Effects of user-provided photos on hotel review helpfulness: An analytical approach with deep leaning. International Journal of Hospitality Management, 71, 120–131. https://doi.org/10.1016/j.ijhm.2017.12.008
MacKay, K. J., & Fesenmaier, D. R. (1997). Pictorial element of destination in image formation. Annals of tourism Research, 24(3), 537–565. https://doi.org/10.1016/S0160-7383(97)00011-X
Markwell, K. W. (1997). Dimensions of photography in a nature-based tour. Annals of tourism Research, 24(1), 131–155. https://doi.org/10.1016/S0160-7383(96)00053-9
Markwick, M. (2001). Postcards from Malta. Annals of tourism Research, 28(2), 417–438. https://doi.org/10.1016/S0160-7383(00)00049-9
Martínez, S. C., & Alvarez, M. D. (2010). Country Versus Destination Image in a Developing Country. Journal of Travel & Tourism Marketing, 27(7), 748–764. https://doi.org/10.1080/10548408.2010.519680
Mossberg, L., & Kleppe, I. A. (2005). Country and destination image – different or similar image concepts? The Service Industries Journal, 25(4), 493–503. https://doi.org/10.1080/02642060500092147
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46–54. https://doi.org/10.1016/j.tourman.2014.01.012
Nadeau, J., Heslop, L., O’Reilly, N., & Luk, P. (2008). Destination in a country image context. Annals of tourism Research, 35(1), 84–106.
Pharr, J. M. (2015). Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands? Journal of Marketing Theory and Practice, 13(4), 34–45. https://doi.org/10.1080/10696679.2005.11658557
Phau, I., Shanka, T., & Dhayan, N. (2010). Destination image and choice intention of university student travellers to Mauritius. International Journal of Contemporary Hospitality Management, 22(5), 758–764. https://doi.org/10.1108/09596111011053846
Ren, M., Vu, H. Q., Li, G., & Law, R. (2020). Large-scale comparative analyses of hotel photo content posted by managers and customers to review platforms based on deep learning: İmplications for hospitality marketers. Journal of Hospitality Marketing & Management, 1–24. https://doi.org/10.1080/19368623.2020.1765226
Song, X., Chi, Y., Hino, K., & Tseng, B. (2007). Identifying opinion leaders in the blogosphere. In M. J. Silva, A. O. Falcão, A. A. F. Laender, R. Baeza-Yates, D. L. McGuinness, B. Olstad, & Ø. H. Olsen (Eds.), Proceedings of the sixteenth ACM conference on Conference on information and knowledge management - CIKM '07 (p. 971). New York, New York, USA: ACM Press. https://doi.org/10.1145/1321440.1321588
Stepchenkova, S., & Mills, J. E. (2010). Destination Image: A Meta-Analysis of 2000–2007 Research. Journal of Hospitality Marketing & Management, 19(6), 575–609. https://doi.org/10.1080/19368623.2010.493071
Stepchenkova, S., & Morrison, A. M. (2006). The destination image of Russia: From the online induced perspective. Tourism Management, 27(5), 943–956. https://doi.org/10.1016/j.tourman.2005.10.021
Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management, 36, 590–601. https://doi.org/10.1016/j.tourman.2012.08.006
Şimşek, H., & Yıldırım, A. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (10th ed.). Ankara: Seçkin Yayıncılık.
Torun, C. (Director). (2016). Kedi [Motion picture]. Türkiye: Termite Films.
Tudor, R. (2012). The image of tourist destinations represented in travel blog photography. Case study: Romania's image reflected in French bloggers photos. Revista de turism-studii si cercetari in turism. (13).
Turkey:Home Tanıtım Kampanyası. Retrieved from https://www.youtube.com/watch?v=pvTRgukcw_8
Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketing. Tourism Management, 28(3), 714–725. https://doi.org/10.1016/j.tourman.2006.04.026
Zehrer, A., Crotts, J. C., & Magnini, V. P. (2011). The perceived usefulness of blog postings: An extension of the expectancy-disconfirmation paradigm. Tourism Management, 32(1), 106–113. https://doi.org/10.1016/j.tourman.2010.06.013
Zhang, H., Xu, F., Leung, H. H., & Cai, L. A. (2015). The Influence of Destination-Country Image on Prospective Tourists’ Visit Intention: Testing Three Competing Models. Asia Pacific Journal of Tourism Research, 21(7), 811–835. https://doi.org/10.1080/10941665.2015.1075566
Zhang, K., Chen, Y., & Li, C. (2019). Discovering the tourists' behaviors and perceptions in a tourism destination by analyzing photos' visual content with a computer deep learning model: The case of Beijing. Tourism Management, 75, 595–608. https://doi.org/10.1016/j.tourman.2019.07.002

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Details

Primary Language	English
Subjects	Tourism (Other)
Journal Section	Peer-reviewed Articles
Authors	Adil Bical 0000-0001-6139-5497 Mesude Canan Ozturk 0000-0002-2677-6902
Publication Date	June 23, 2021
Submission Date	November 10, 2020
Acceptance Date	January 14, 2021
Published in Issue	Year 2021 Volume: 3 Issue: 1

Cite

APA	Bical, A., & Ozturk, M. C. (2021). Projected Image of Turkey in Travel Blogs. Journal of Tourism Leisure and Hospitality, 3(1), 5-17. https://doi.org/10.48119/toleho.823838

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