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Thesis for Print Place Branding and Consumer Concerns A Case Study of Turkey Master Thesis Culture, Communication and Globalization – AalBorg University Seray Keskin [email protected] Abstract The main focus of this thesis is to illuminate the lack of correspondence between place branding and consumer concerns, through a single case study of Turkey, and to generate new ideas for an alternative type of branding, using consumer insights from TripAdvisor and theories on cultural branding. In order to fulfill this aim, this exploratory single case study has been conducted by carrying out a netnography and qualitative content analysis on the Facebook Page of Turkey’s official branding organization “Turkey Home” and TripAdvisor travel forums about Turkey. Through an analysis of 85 social media updates created by Turkey Home and 31 threads started by the users on TripAdvisor forums, the findings from both platforms were gathered under axial codes by taking inspiration from grounded theory. The data analysis demonstrates that there is a big discrepancy between how Turkey is officially branded and what consumers are concerned about and what they are interested in. In addition to the gap between the areas and topics consumers and marketers are occupied with, the findings also point to a lack of correspondence in the format and presentation of those topics and the levels of interest between the two sides. Even though the departure point of this study has been the contrast between consumers’ worries about the security of the country and the lack of interest in those concerns by the official branding organization of Turkey, the findings of this project demonstrate that consumers have even a wider range of key concerns about visiting Turkey, which are also neglected by the official branding organization of the country. Traditional marketing approaches assume that if marketers successfully and repeatedly communicate a fixed and stable brand identity, a favorable brand image can be created in consumers’ minds. Yet, as this study demonstrates, places and place images are complex and cultural products that are shaped and influenced by several actors for different groups of consumers. This project also illustrates how online forums, such as TripAdvisor, are platforms that can both help shape and alter consumers’ perceptions about places and brand images, in addition to serving as a channel to share consumers’ ideas and experiences with the given places. Based on the findings of this thesis, it becomes possible to say that this gap between place marketers and consumers can be addressed by using some of the consumer insights generated from TripAdvisor and based on the theories on cultural branding. The findings of this study, therefore, can both contribute to place marketers for dealing with insecure consumers and to marketing studies by suggesting an alternative, dynamic, and cultural approach to place branding. 1 Table of Contents 1. INTRODUCTION .......................................................................................................................................... 3 2. PROBLEM FORMULATION ........................................................................................................................... 7 3. LITERATURE REVIEW ................................................................................................................................. 10 3.1. SECURITY AND UNFAVORABLE PLACE IMAGES ...................................................................................................... 10 3.2. MANAGERIAL STRATEGIES ON UNFAVORABLE BRAND IMAGES ................................................................................. 12 3.3. MANAGERIAL STRATEGIES ON RESTORING PLACE IMAGES ...................................................................................... 14 3.4. TRADITIONAL APPROACHES TO PLACE BRANDING ................................................................................................. 16 3.5. NEW APPROACHES TO PLACE BRANDING ............................................................................................................ 18 3.6. CULTURAL BRANDING ...................................................................................................................................... 20 4. METHODOLOGY ........................................................................................................................................ 23 4.1. RESEARCH DESIGN .......................................................................................................................................... 23 4.2. DATA SOURCES .............................................................................................................................................. 24 4.2.1. Turkey Home Facebook Page ............................................................................................................ 24 4.2.2. TripAdvisor Turkey Travel Forum ....................................................................................................... 25 4.3. DATA ANALYSIS .............................................................................................................................................. 25 4.3.1. Sampling and Data Collection ........................................................................................................... 25 4.3.2. Facebook Data ................................................................................................................................... 26 4.3.3. TripAdvisor Data ................................................................................................................................ 26 4.4. LIMITATIONS OF THE RESEARCH ......................................................................................................................... 27 5. FINDINGS .................................................................................................................................................. 29 5.1. TURKEY HOME – MAIN FINDINGS ...................................................................................................................... 29 5.1.1. Types of Perfection ............................................................................................................................ 30 5.1.2. Types of Variety ................................................................................................................................. 33 5.1.3. Types of Differentiation ..................................................................................................................... 34 5.1.4. Marketization of Culture .................................................................................................................... 36 5.1.5. Neutralization of Connotations ......................................................................................................... 38 5.2. TRIPADVISOR – MAIN FINDINGS ....................................................................................................................... 40 5.2.1. Types of Concern ................................................................................................................................ 41 5.2.2. Types of Conflict ................................................................................................................................ 43 5.2.3. Types of Critique ................................................................................................................................ 45 5.2.4. TripAdvisor – Other Interesting Findings ........................................................................................... 46 6. DISCUSSION .............................................................................................................................................. 48 6.1. BRANDING OF TURKEY ..................................................................................................................................... 48 6.1.1. Turkey Home’s Marketing Materials ................................................................................................. 48 6.1.2. Turkey Home’s Approach to Branding ............................................................................................... 53 6.2. CONSUMER REACTIONS TO TURKEY .................................................................................................................... 55 6.2.1. Consumer Reactions on TripAdvisor .................................................................................................. 55 6.2.2. Discussion of the Findings .................................................................................................................. 62 6.3. THE DISCREPANCY BETWEEN MARKETING MATERIALS AND CONSUMER CONCERNS .................................................... 63 6.4. DIMINISHING THE GAP WITH CULTURAL BRANDING ............................................................................................... 65 7. CONCLUSION ............................................................................................................................................ 68 REFERENCES ................................................................................................................................................. 70 APPENDIX A: TURKEY HOME ........................................................................................................................ 75 APPENDIX B: TRIPADVISOR .........................................................................................................................
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