The Effects of the Turkish TV Series Industry on Türkiye's Destination Marketing

Abstract

As a result of the cultural industry, Turkish TV series are now widely available on the worldwide market and are steadily gaining more traction, particularly as a result of the globalisation process. Transnationalism, cross-cultural communication, soft power acquisition, social revolution, and uniting countries with disparate origins and cultures are all facilitated by television. The cultural, political, economic, and social movements of the communities in which television and internet programs are created are reflected in these media. In addition to serving national purposes like boosting tourism, improving the nation's image, influencing consumer behaviour, and fostering language acquisition, they provide viewers throughout the world the chance to learn about other cultures as well. This research examines how these shows have affected Türkiye's tourist industry, examining the ways in which the representation of picturesque locales, historical landmarks, and cultural customs has influenced destination branding. Examining elements such content quality, language acquisition, travel motivation, and purchase patterns, this research looks at how international viewers see Turkish television shows. Results indicate that Turkish television shows' portrayals of places and cultural aspects encourage viewers to go to Türkiye. Turkish series are regarded as high-calibre productions because of their captivating plots, romantic themes, and excellent performances. Social media connections encourage episode discovery and recommendations, and some viewers show a desire to buy featured items. These interactions have a favourable impact on watching behaviours. The survey also emphasises how social media and digital platforms support Türkiye's reputation as a top vacation destination. According to the research, carefully incorporating TV series into travel promotions may improve economic development and national branding.