Place Branding and Consumer Concerns: A Case Study of Turkey
Author
Keskin, Seray
Term
4. term
Publication year
2019
Abstract
Denne afhandling undersøger uoverensstemmelsen mellem officiel place branding og forbrugernes bekymringer gennem et enkelt casestudie af Tyrkiet. Med netnografi og kvalitativ indholdsanalyse af Turkey Homes Facebook-side og TripAdvisor-rejsefora analyseres 85 opslag fra Turkey Home og 31 tråde på TripAdvisor, kodet med aksiale koder inspireret af grounded theory. Analysen viser en markant kløft mellem, hvad den nationale turismeorganisation promoverer – idealiseret, envejs indhold fokuseret på smukke udsigter og sikre temaer – og hvad potentielle besøgende diskuterer, herunder sikkerhed samt et bredere spektrum af praktiske og kontekstuelle spørgsmål. Studiet demonstrerer, hvordan online fora medskaber og ændrer stedbilleder, og argumenterer for, at integration af forbrugerindsigter og principper fra kulturel branding kan hjælpe med at adressere ugunstige opfattelser og engagere usikre forbrugere. Projektet foreslår en mere dynamisk, kulturelt informeret brandingtilgang og skitserer, hvordan en sådan ramme kan støtte place marketers og bidrage til markedsføringsforskningen.
This thesis examines the mismatch between official place branding and consumer concerns through a single case study of Turkey. Using netnography and qualitative content analysis of the Turkey Home Facebook page and TripAdvisor travel forums, it analyzes 85 Turkey Home posts and 31 TripAdvisor threads, coded with axial codes inspired by grounded theory. The analysis reveals a substantial gap between what the national tourism organization promotes—idealized, one-way content focused on scenic views and safe themes—and what potential visitors discuss, including security and a wider range of practical and contextual issues. The study shows how online forums co-create and reshape place images and argues that integrating consumer insights and principles from cultural branding can help address unfavorable perceptions and engage insecure consumers. The project proposes a more dynamic, culturally informed branding approach and outlines how such a framework can support place marketers and contribute to marketing scholarship.
[This summary has been generated with the help of AI directly from the project (PDF)]
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