Cilt 12 Sayı 4 (2024): Business & Management Studies: An International Journal
Makaleler

On-line perspektiften görsel destinasyon imajı: “GoTürkiye” örneği

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  • Hüseyin Keleş,
  • Gözde Seval Ergün,
  • Betül Taşpınar
Hüseyin Keleş
Dr. Öğr. Görv., Akdeniz Üniversitesi, Manavgat, Antalya, Türkiye
Gözde Seval Ergün
Doç. Dr., Akdeniz Üniversitesi, Manavgat, Antalya, Türkiye
Betül Taşpınar
Yüksek Lisans Mezunu, Akdeniz Üniversitesi, Manavgat, Antalya, Türkiye

Yayınlanmış 25.12.2024

Anahtar Kelimeler

  • Visual Destination Image, GoTürkiye, Destination Marketing, Content Analysis
  • Görsel Destinasyon İmajı, GoTürkiye, Destinasyon Pazarlaması, İçerik Analizi

Nasıl Atıf Yapılır

On-line perspektiften görsel destinasyon imajı: “GoTürkiye” örneği. (2024). Business & Management Studies: An International Journal, 12(4), 766-779. https://doi.org/10.15295/bmij.v12i4.2435

Telif Hakkı (c) 2024 Hüseyin Keleş- Gözde Seval Ergün- Betül Taşpınar

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

On-line perspektiften görsel destinasyon imajı: “GoTürkiye” örneği. (2024). Business & Management Studies: An International Journal, 12(4), 766-779. https://doi.org/10.15295/bmij.v12i4.2435

Öz

Bu çalışmada, Türkiye'ye seyahatle ilgili bilgilerin yer aldığı "goturkiye.com" sitesinde yer alan ve turistik talebin yoğun olduğu 10 destinasyona ait görseller analiz edilmiştir. Türkiye'de en çok ziyaret eden 10 destinasyona ait görsellerin analizinde, nitel araştırma yöntemlerinden içerik analizi tercih edilmiştir. Çalışma, araştırmaya dâhil edilen destinasyonların "goturkiye.com" sitesinde dar bir şekilde konumlandırılmadığını açıkça ortaya koymaktadır. Görüntüler bu destinasyonları güçlü coğrafi ve tarihi-kültürel alanlar olarak vurgulamaktadır. İçerik açısından, web sitesinde en çok ziyaret edilen destinasyonların görselleri, ziyaretçilerin seyahat ilgi alanlarına uygun pazar segmentlerine hitap etmektedir. Literatürde Türkiye'nin pazarlama yaklaşımını analiz eden çalışmalara ihtiyaç vardır. Araştırma sonucunda, ilgili destinasyonların görselleri Tarihi/Kültürel Miras, Doğa, Etkinlik, Dini Unsurlar, Gastronomi adı altında beş boyutta incelenmiştir. Bu bağlamda, bu çalışma Türkiye'nin çevrim içi ortamdaki destinasyon imajını görsel açıdan değerlendirerek literatüre katkı sağlamayı amaçlamaktadır. Analizi yoluyla benzersiz iç görüler sağlamayı ve önemli pazarlama sonuçlarına ulaşmayı hedeflemektedir.

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