Impacts of exported Turkish soap operas and visa-free entry on inbound tourism to Turkey

Abstract

We examine the main determinants of the recent boost in the number of tourist inflows to Turkey, focussing on the indirect marketing effect of the Turkish soap operas exported abroad and recent changes in the Turkish government's foreign policies. Applying a traditional tourist demand gravity model, we explore that the recent increase in the popularity of the Turkish soap operas in the Middle East and Eastern Europe has boosted the number of inbound tourists to Turkey from those countries, and as the number of hours of Turkish soap operas aired in a particular country increases, the tourist flows from that country to Turkey increase as well. We also consider the Turkish government's recent bilateral agreements with other countries to waive the visa requirements for ordinary foreign visitors, and indicate that the termination of visa requirements has increased the tourist flows from those countries to Turkey. (C) 2013 Elsevier Ltd. All rights reserved.