Analyzing The Effect of The Audience Involvement in The Tv Series Filmed in Mardin on Behavioral Intentions of The Tourists Within the Frame of The Affective and Cognitive Image of The Destination

Abstract

Television series reach a large audience worldwide and have a significant impact on individuals. Viewers tend to develop a desire to visit the locations where their favorite series are filmed, which in turn positively contributes to the tourism of these destinations. This study aims to examine the influence of audience engagement with television series filmed in Mardin on tourists' behavioral intentions within the framework of the destination’s emotional and cognitive image. To achieve this, survey data were collected from respondents who watched television series filmed in Mardin. The research was conducted on a sample of 400 individuals residing in the Çankaya, Yenimahalle, and Keçiören districts of Ankara. The data obtained from face-to-face surveys were tested using multiple correlation analysis and simple linear regression analysis in the SPSS program. The analysis results revealed statistically significant and strongly positive relationships between audience engagement, destination emotional image, destination cognitive image, and tourists’ behavioral intentions. Furthermore, it was found that audience engagement positively affects the cognitive and emotional images of the destination as well as tourists' behavioral intentions, and that the cognitive and emotional images of the destination play a crucial role in shaping tourists' behavioral intentions.