Kültürel ürün tüketiminin bir ülke ve ürünlerine yönelik müşterileri algı ve niyetelerine etkisinin incelenmesi: Ortadoğu ve Kuzey Afrika bölgesindeki Türk kültürel ürünleri üzerinde bir araştırma

This study aimed to investigate the impact of the consumption of Turkish cultural products on the MENA region's consumers' intention to visit Turkey and purchase Turkish products as well as on their perceptions of Turkey's country brand image and Turkey's national stereotype. The study designed to investigate the relationships between cultural products consumption variables, country brand image variable, national stereotype variable, and visit and purchase intentions variables. In order to investigate the causal relationships between the variables of the study, the Structural Equation Modeling (SEM) as a quantitative research technique was used. SPSS 24 and Amos 24 statistical packages were used for the analysis. The data was collected via the internet (via various social media platforms) between the 12th of December 2018 and the 7th of February 2019. All 865 answers collected has been used in the analysis. The research findings revealed that Turkish art and heritage cultural products (heritage, crafts, architecture arts, and fashion) consumption significantly influence consumers' intentions to visit Turkey and purchase Turkish products as well as their perceptions toward Turkey's country brand image and Turkey's national stereotype. Further, the results indicated that consumption of Turkish media cultural products (Series, movies, music, and celebrities) significantly influence consumers' intentions to visit Turkey as well as their perceptions toward Turkey's country brand image and Turkey's national stereotype. However, the consumption of Turkish media cultural products does not significantly influence consumers' intentions to purchase Turkish products. The results of this study indicated that Turkey's country brand image has a significant positive effect on consumers' intentions to visit Turkey and purchase Turkish products. Moreover, the findings revealed that country brand image has a mediational role in the relationship between Turkish cultural products and intention to visit Turkey and has a mediational role in the relationship between Turkish cultural products and intention to purchase Turkish products. The findings demonstrated that Turkey's national stereotypes significantly influence MENA region consumers' intentions to visit Turkey and purchase Turkish products as well as their perceptions toward Turkey's country brand image. Further, our study findings support for the mediational roles of national stereotype in the relationship between Turkish cultural products and intention to visit Turkey. Also, the national stereotype has a mediational role in the relationship between Turkish cultural products and the intention to purchase Turkish products. Keywords: Cultural Products, Country Brand Image, National Stereotype, Visit Intention, Purchase Intention