National Images and Aviation Communication: A Qualitative Study on the Discursive Construction of Türkiye's Country Brand
Abstract
Aviation brands play a significant role in shaping the country's narrative through their communications. This study examines how four leading brands—İGA Istanbul Airport, TAV Airports, Pegasus Airlines, and Turkish Airlines—contributed to Türkiye's country brand narrative during the 2017–2024 period through exploratory content analysis. This study maps and analyzes how the strategies used by the specified brands are represented and narrated in airline marketing communication materials. It also reveals how themes such as country image, positioning, service quality, infrastructure, and global connectivity are represented in corporate communication materials. The findings reveal that the brands construct complementary narratives. Turkish Airlines emphasizes Turkish hospitality and cultural heritage, while İGA Istanbul Airport highlights Türkiye's role as a global hub. Pegasus Airlines focuses on accessibility and digital innovation, and TAV Airports emphasizes infrastructure modernization. When these narratives come together, they reinforce Türkiye's image as a modern, hospitable, innovative, and well-connected country. The study contributes to the country branding literature by showing how sectoral communication aligns with the country brand narrative and offers recommendations for policymakers and brand managers on designing holistic communication strategies.
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Ethical Statement
References
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Details
Primary Language
English
Subjects
Intercultural Communication, Marketing Communications
Journal Section
Research Article
Authors
Fatih Bilici
0000-0003-4803-0463
Türkiye
Publication Date
May 31, 2026
Submission Date
January 18, 2026
Acceptance Date
April 24, 2026
Published in Issue
Year 2026 Number: 1