The impact of nonprofit organizations on the intent to visit Turkey: an empirical test using the theory of planned behavior

This study investigates the role of non-profit organizations in the nation branding process. A conceptual model based on the Theory of Planned Behavior (Ajzen, 1991) was empirically tested to determine the impact of non-profit organization activities, specifically Turkish Cultural Centers in the United States, on the formation of perceived country image and visiting intentions. Survey data was analyzed using Partial Least Squares. Non-profit organizations had a statistically significant impact on potential visitors’ attitudes, which lead to behavioral intentions to visit and to ultimately travel to Turkey. The study underscores the importance of non-profit organizations in the country image formation process in tourism, and incorporating stakeholders in the strategic destination branding process.