Tourism Promotion and Nation Branding: Insights From the Turkish Case

This study explores the relationship between tourism and nation branding. Although tourism is generally seen as positively contributing to the nation brand image, we investigate a case, Turkey, where there is an incongruity between the two. While Turkey is in the world’s top ten in terms of tourism performance, the country continues to suffer from an unfavorable image. Through in-depth expert interview, we identify three key factors – strategic, experiential, and organizational – that appear to limit tourism’s impact on Turkey’s nation brand image. We discuss theoretical and managerial implications of our findings.


Ozlem Sandikci and Jan Dirk Kemming (2011) ,"Tourism Promotion and Nation Branding: Insights From the Turkish Case", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 490.


Ozlem Sandikci, Bilkent University, Ankara
Jan Dirk Kemming


E - European Advances in Consumer Research Volume 9 | 2011

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