Browsing by Author "Uslu, Abdullah"

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Beyond the Screen: The Impact of TV Series on Visit and Purchase Intentions
(Emerald Group Publishing Ltd, 2025) Tosun, Petek; Uslu, Abdullah; Yanar Gurce, Merve
PurposeDrawing on parasocial relationship theory and the meaning transfer model, this study suggests and tests an original model that examines viewers' intentions to visit a destination and purchase destination origin products, considering cultural proximity, celebrity involvement, enjoyment, country knowledge obtained via TV series and perceived product experience.Design/methodology/approachTurkish TV dramas were selected as the research context due to the increased global attention in the last decades. A field survey was conducted on foreign tourists in T & uuml;rkiye. The research model was tested with PLS-SEM.FindingsCultural proximity is positively related to celebrity involvement and enjoyment, influencing country knowledge and the intention to purchase the country's products. Celebrity involvement and country knowledge positively influence visit intentions. Moreover, the perceived product experience is positively related to purchase intentions.Practical implicationsTV dramas can significantly leverage international purchase intentions and promote destination-specific products in global markets, particularly with celebrity endorsements. Producers and marketers can strategically integrate cultural and local elements into TV dramas to enhance destination marketing strategies.Social implicationsTV dramas can deepen intercultural understanding by enhancing foreign viewers' knowledge of the origin country's culture, values, and lifestyle. By building emotional connections through media characters, countries can develop positive perceptions of each other and develop social affinities with one another, which can impact travel and consumption patterns.Originality/valueThis study shows the positive impact of TV series enjoyment on the country knowledge and perceived product experience regarding the origin country of TV dramas.
Citation - WoS: 17
Citation - Scopus: 20
Connecting Through Chatbots: Residents' Insights on Digital Storytelling, Place Attachment, and Value Co-Creation
(Routledge Journals, Taylor & Francis Ltd, 2024) Tosun, Petek; Uslu, Abdullah; Erul, Emrullah
Despite the widespread adoption of chatbots in tourism, there is limited research on their role in digital storytelling from residents' perspectives. Drawing on Social Presence Theory, the primary objective of this study was to examine the impact of a chatbot's anthropomorphic conversation style (emotional vs. neutral) on perceived digital storytelling components in destination marketing. Additionally, the research explored how digital storytelling through chatbots influenced residents' place attachment and, consequently, their engagement in value co-creation. To address these research objectives, the study adopted a quantitative perspective and employed an experimental design. Data were collected from 176 residents of Side, Turkey, using convenience sampling, and all hypotheses were confirmed. The perceptions of digital storytelling expressed as emotional (experimental group) were found to be more positive than the neutral (control group). In addition, digital storytelling significantly influenced place attachment, which was a significant predictor of value co-creation. Finally, place attachment partially mediated the relationship between digital storytelling and residents' value co-creation. The findings provided valuable insights for tourism stakeholders such as businesses, policymakers, and researchers, guiding the effective implementation of chatbots in destination marketing, investigating residents' perspectives regarding emotional digital storytelling by chatbots, and enhancing residents' engagement in value co-creation.
Event and Destination Image as Antecedents of Supportive Communication, Visit and Purchase Intentions
(Routledge Journals, Taylor & Francis Ltd, 2025) Uslu, Abdullah; Tosun, Petek; Al-Sulaiti, Khalid
Focusing on the Qatar 2022 FIFA World Cup, this study examined the impact of event image, subjective knowledge, and destination image on supportive communication and visit and purchase intentions. Structural equation modeling analyses on PLS-SEM were conducted following a consumer survey. The findings showed that the mega sport event's image and subjective knowledge of consumers regarding the event positively influenced destination image, positively affecting supportive communication intent, visit intentions, and the intention to purchase destination-origin products. Based on the image transfer and halo effect theories, this study extended previous findings by introducing subjective knowledge and purchase intentions into the event image-destination image-behavioral intentions framework. In alignment with the associate network memory model, the image transfer from the event to the destination significantly influences three behavioral intentions: supportive communication intent, visit intentions, and the intention to purchase the destination's products.
Citation - WoS: 15
Citation - Scopus: 21
Examining the Impact of the Fear of Missing Out on Museum Visit Intentions
(Sage Publications Inc, 2023) Uslu, Abdullah; Tosun, Petek
This study investigates the influence of the desire for continuous learning, fear of missing out (FOMO), involvement, and enjoyment from the virtual travel experience (VTE), on museum visit intentions. The direct impacts of FOMO, consumer attitudes, and subjective norms on visit intentions were examined within a conceptual research model that combines the theory of reasoned action (TRA) and self-determination theory (SDT). Survey data obtained from 385 potential tourists were analyzed by PLS-SEM. Findings revealed that the desire for continuous learning positively influences FOMO, and involvement positively affects attitudes toward museum visits, which, in turn, increases visit intentions. Enjoyment from the VTE moderates the attitude-visit intentions relationship. This study has extended previous findings by proposing and empirically testing an original framework for examining behavioral intentions. It has shown the significant impact of the desire for continuous learning on FOMO, which operates as a self-regulatory feeling and increases museum visit intentions.
Citation - WoS: 26
Citation - Scopus: 30
Tourist Personality, Value Co-Creation, and Emotional Well-Being
(Wiley, 2024) Uslu, Abdullah; Tosun, Petek
This study aimed to examine value co-creation as a predictor of customer satisfaction and emotional well-being using a comprehensive research model. It investigated the personal (customer extraversion and agreeableness) and situational (customer-employee rapport) variables that influence value co-creation (customer participation and citizenship behaviors) and, consequently, lead to customer satisfaction and emotional well-being. The tourism sector was selected for the study because value co-creation, satisfaction, and emotional well-being are crucial for hotel managers and academic researchers in the dynamic and competitive service environment. Around 400 tourists in Turkey participated in the field research. Data analysis with partial least squares structural equation modeling showed that extraversion and agreeableness positively influenced customer-employee rapport and value co-creation; agreeable and extroverted customers are more likely to positively interact with the service staff and engage in value co-creation. Customer-employee rapport positively affects value co-creation, customer satisfaction, and emotional well-being. Value co-creation has a significant positive impact on customer satisfaction and emotional well-being. The results contribute to the literature by testing an original model illustrating customers' role in value co-creation. Customer personalities shape value co-creation in dyadic exchange relationships. Their personalities, behaviors, and interactions during the service process shape their satisfaction and emotional well-being. This study contributes to the social exchange theory and service-dominant logic perspectives by providing empirical evidence regarding the significant direct impact of value co-creation on tourists' emotional well-being.