Do TV Dramas Influence Country Image and Behavioral Intention? A Study of Kyrgyz Audiences’ Perceptions of Turkish TV Dramas

Abstract

The main aim of this research is to examine the effects of Turkish TV dramas on Kyrgyz audiences and how the perception of Türkiye is shaped through TV dramas. For the purpose of the research, a survey was conducted with 310 Kyrgyz residents who watch Turkish TV dramas. The data was analyzed using structural equation modeling and the relationships between participants’ knowledge, perceived experience, perceived image of Türkiye, and behavioral intentions were tested, and a conceptual model was developed to help explain the behavioral intentions of TV drama audiences. The results of the study demonstrated that Turkish TV dramas created a positive perception of Türkiye among Kyrgyz audiences and this perception had a significant impact on travel intention, willingness to visit locations of TV dramas and intention to purchase Turkish products. This research provides important insights into the role of Turkish TV dramas on tourism, marketing and consumer behavior by exploring the effects of Turkish TV dramas on audiences in detail. The research provides guidelines for applications such as creating TV dramas-based tourism routes, optimizing product placement strategies, and developing personalized promotional content on digital platforms.