Understanding the prejudices in order to improve the image of turkey: A qualitative study on the prejudices of Italians about Turkey

Several studies have indicated that country image has an affect on the forces contributing to the development of the country in question. Prejudices, which are formed over time, are also thought to influence people's decisions related to visiting a country, buying its products or evaluating its people. That is why, in order to implement a successful country image management strategy, it is worthwhile to investigate and attempt to overcome those prejudices. This study explores how prejudices affect Turkey's image, and makes suggestions on how to change these prejudices. Acknowledging that the image of a specific nation differs from country to country, this study is based on one example, namely Italy. Using the focus group technique, Italians living in Turkey were asked about the prejudices they had had about Turkey before directly experiencing it and about whether or not those prejudices had affected their perception after their experience. The prejudice and image themes derived from the content analysis are examined and contrasted using the eight meta-themes developed. The study confirms that prejudices occur because of incomplete information either as a result of personal disinterest or biased information acquired from different sources. Young people rely more on the opinions of peers whereas with age, the impact of media increases. The findings of the study suggest that direct contact with Turkey and its people prove to be successful in changing the prejudices and improving the image of Turkey. Therefore, academic, commercial and tourism related interactions need to be fostered between Italy and Turkey. Especially, student exchange programs targeted at young people and activities underlining the status and rights of women in Turkey have to be developed, and the secularism of the state has to be emphasized in order to change prejudices and improve the image of Turkey.