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SOSYAL MEDYANIN DESTİNASYON TANITIMINDA KULLANIMI

Yıl 2023, Cilt: 22 Sayı: 85, 292 - 304, 27.01.2023

Gökhan Kuzucanlı Mahmut Barakazı

https://doi.org/10.17755/esosder.1160019

Öz

With the increasing importance of communication in human life, it is seen that the importance of this field has increased. On the other hand, communication is equally important for destinations with high competition. The destination needs effective communication resources in order to maintain its current existence and develop. In this context, the aim of this research is to reveal the effect of the use of communication tools that are frequently used today, such as social media, on the promotion of the destination. Within the scope of the research, the social media accounts of the top organizations that play a key role in the promotion of the destination were examined by content analysis, one of the qualitative analysis methods. The research findings were limited to the province of Şanlıurfa and were obtained from the social media accounts of the organizations that are effective in the promotion of the destination. In the light of these data, although it is seen that the promotion of the destination is tried to be done well in Instagram and Twitter accounts, it is understood that other social media accounts remain in the background in this regard. In addition to developing a different approach to the related field, the research provides original information since such a study for the destination has not been done before.

Anahtar Kelimeler

Destination Social Media Communication Şanlıurfa

Kaynakça

  • Akgöz, E. Ismanova, A. & Mamezova, S. (2021). Destinasyon Tanıtımında Sosyal Medyanın Önemi: Kırgızistan Örneği. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2021, 13.1: 43-54.
  • Akyol, A. Ç. Akyol, M. & Çakı, C. (2015). The use of the social media as a marketing communication tool in European airports: Case study of Facebook. Journal of Tourism Theory and Research, 2015, 2.2: 61-76.
  • Andrlıc, B. & De Alwıs, C. (2016). Social media in destination marketing. International Journal of Management and Applied Science, Volume-2, Issue-4.
  • Arklan, Ü. & Kartal, N, Z. (2018). Y Kuşağının İçerik Tüketicisi Olarak Youtube Kullanımı: Kullanım Amaçları, Kullanım Düzeyleri ve Takip Edilen İçerikler Üzerine Bir Araştırma. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2018, 6.2: 929-965.
  • Başarangil, İ. (2019). Sosyal Medyanın Tatil Tercihlerine Etkisi: Kırklareli Üniversitesi Turizm Fakültesi. Journal of Tourism and Gastronomy Studies, 7(2), 839-852.
  • Borg, K., Lındsay, J. & Curtıs, J. (2021). When news media and social media meet: How Facebook users reacted to news stories about a supermarket plastic bag ban. New Media & Society, 23(12), 3574-3592.
  • Budzınskı, O., Gaenssle, S. & Lındstädt-Dreusıcke, N. (2021). The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets. SN Business & Economics, 1(9).
  • CAMBRIDGE. (2020). A guide to using twitter. (Cambridge University Press)
  • https://www.cambridge.org/authorhub/application/files/7415/1317/4656/35571_Generic_Twitter.pdf, [Accessed Date: 14.12.2021]
  • CONVERSATION PRISM, (2021). https://conversationprism.com/ [Accessed Date: 11.12.2021]
  • Dirik, N. (2012). Sosyal medyada destinasyon tanıtımı. Uzmanlık Tezi, Kültür ve Turizm Bakanlığı Tanıtma Genel Müdürlüğü, Ankara.
  • Eşitti, Ş. & Işık, M. (2015). Sosyal Medyanın Yabancı Turistlerin Türkiye’yi Tatil Destinasyonu Olarak Tercih Etmelerine Etkisi. Karadeniz Uluslararası Bilimsel Dergi, 1(27), 11-33.
  • Geçikli, F. (2001) “Uluslararası Tanıtımda Lobiciliğin Önemi” Pazarlama Dünyası Dergisi, cilt.87, ss.26-29.
  • Getz, D. & Faırley, S. (2004). Media management at sport events for destination promotion: Case studies and concepts. Event Management, 8(3), 127-139.
  • Hays, S., Page, S. & Buhalıs, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
  • Hıremath, B. & Kenchakkanavar, A. (2016). An alteration of the web 1.0, web 2.0 and web 3.0: a comparative study. Imperial Journal of Interdisciplinary Research, 2(4), 705-710.
  • Hoppen, A., Brown, L. & Fyall, A. (2014). Literary tourism: Opportunities and challenges for the marketing and branding of destinations?. Journal of Destination Marketing & Management, 3(1), 37-47.
  • Huang, C., Chou, C. & Lın, P. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31(4), 513–526.
  • Jones, N., Borgman, R. & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development. Vol. 22 No. 4, pp. 611-632.
  • Kesici, A. (2019). Lise öğrencilerinin sosyal ağları kullanma sıklığına göre sosyal ağları eğitim amaçlı kullanmaya yönelik tutumlarının incelenmesi. Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 32(1), 315-343.
  • Kumar, P., Mıshra, J. & Rao, Y. (2021). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 1-16.
  • Mack, R., Blose, J. & Pan, B. (2008). Believe it or not: Credibility of blogs in tourism. Journal of Vacation Marketing, 14(2), 133–144.
  • Mahmoud, A., Hack-Polay, D., Grigoriou, N., Mohr, I. & Fuxman, L. (2021). A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in sub-Saharan Africa. Journal of Brand Management, 28(5), 526-544.
  • Marangoz, M. & Özen, E. K. (2021). Covid-19 Pandemi Sürecinin Farklı Alanlarda Dijitalleşmeye Etkileri: Kavramsal Bir Değerlendirme. Hitit Ekonomi ve Politika Dergisi, 1(1), 54-68.
  • Marc Lim, W., Rasul, A. & Parvez, O. (2021). Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46(1), 137-140.
  • Mislove, A., Lehmann, S., Ahn, Yong-Yeol, O. & Jukka-Pekka; R. J. (2011). Understanding the demographics of Twitter users. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 5, No. 1, pp. 554-557).
  • Munar, A. M. (2012). Social media strategies and destination management. Scandinavian journal of hospitality and tourism, 12(2), 101-120.
  • Nadkarnı, A. & Hofmann, S. (2012). Why do people use Facebook? Personality and individual differences, 52(3), 243-249.
  • Paskaleva-Shapira, K. (2007). New paradigms in city tourism management: Redefining destination promotion. Journal of Travel Research, 46(1), 108-114.
  • Poursaeed, M., Shojaee, F. & Nıknafs, A. (2021). The Factors Affecting Place Branding based on Data Mining Approach (Case Study: Instagram Social Media). Journal of Business Management, 13(2), 473-501.
  • Shu, M. & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
  • Sugar, C. (2017). YouTube as a destination marketing tool: A Canadian Content analysis. Toronto, Canada: Ryerson University, Master of Digital Media.
  • Uğur, N. G. & Türkmen, M. (2014). Tüketicilerin mobil uygulamaları kabulüne yönelik bir model önerisi. Uluslararası Bilgi, Ekonomi ve Yönetim Kongresi, 567-583.
  • Ünal, A.& Bayar, S. B. (2020). Yerli Ziyaretçilerin Destinasyon Seçimlerinde Instagram’ın Rolünün Belirlenmesine Yönelik Bir Araştırma: Bursa Uludağ Örneği. Uluslararası Sosyal Bilimler Akademik Araştırmalar Dergisi.
  • Veer, N., Pawar, P. & Kolte, A. (2019). Effectiveness of Social Media Tools and It's Impact on Promotions. International Journal of Innovative Technology and Exploring Engineering, 8(7S2), 224-230.
  • Xıang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
  • SOCIAL REPORT. (2021). https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/ [Accessed Date: 10.01.2022].
  • Yıldırım, O. & İpek, İ. (2020). Yeni Koronavirüs Salgını Dolayısıyla Gündeme Gelen Sosyal İzolasyon ve Gönüllü Karantina Döneminde İnternet ve Sosyal Medya Kullanımı. Journal of Communication Theory & Research/Iletisim Kuram ve Arastirma Dergisi, (52).
  • Zhang, Y., Hashim, N., Baghirov, F. & Murphy, J. (2018). Gender differences in Instagram hashtag use. Journal of Hospitality Marketing & Management, 27(4), 386-404.

USE OF SOCIAL MEDIA IN DESTINATION PROMOTION

Yıl 2023, Cilt: 22 Sayı: 85, 292 - 304, 27.01.2023

Gökhan Kuzucanlı Mahmut Barakazı

https://doi.org/10.17755/esosder.1160019

Öz

With the increasing importance of communication in human life, the importance of this field has increased. On the other hand, communication is equally important for destinations with high competition. The destination needs effective communication resources to maintain its current existence and development. In this context, the aim of this research is to reveal the effect of the use of communication tools that are frequently used today, such as social media, on the promotion of the destination. Within the scope of the research, the social media accounts of the top organizations that play a key role in the promotion of the destination were examined by content analysis, one of the qualitative analysis methods. The research findings were limited to the province of Şanlıurfa and were obtained from the social media accounts of the organizations that are effective in the promotion of the destination. In the light of these data, it is seen that although the promotion of the destination is tried to be conducted well in Instagram and Twitter accounts, other social media accounts are insufficient in this regard. In addition to developing a different approach to the related field, this research provides original information since such a study related to the destination has not been conducted before.

Anahtar Kelimeler

Destination, Social Media, Communication, Şanlıurfa

Kaynakça

  • Akgöz, E. Ismanova, A. & Mamezova, S. (2021). Destinasyon Tanıtımında Sosyal Medyanın Önemi: Kırgızistan Örneği. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2021, 13.1: 43-54.
  • Akyol, A. Ç. Akyol, M. & Çakı, C. (2015). The use of the social media as a marketing communication tool in European airports: Case study of Facebook. Journal of Tourism Theory and Research, 2015, 2.2: 61-76.
  • Andrlıc, B. & De Alwıs, C. (2016). Social media in destination marketing. International Journal of Management and Applied Science, Volume-2, Issue-4.
  • Arklan, Ü. & Kartal, N, Z. (2018). Y Kuşağının İçerik Tüketicisi Olarak Youtube Kullanımı: Kullanım Amaçları, Kullanım Düzeyleri ve Takip Edilen İçerikler Üzerine Bir Araştırma. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 2018, 6.2: 929-965.
  • Başarangil, İ. (2019). Sosyal Medyanın Tatil Tercihlerine Etkisi: Kırklareli Üniversitesi Turizm Fakültesi. Journal of Tourism and Gastronomy Studies, 7(2), 839-852.
  • Borg, K., Lındsay, J. & Curtıs, J. (2021). When news media and social media meet: How Facebook users reacted to news stories about a supermarket plastic bag ban. New Media & Society, 23(12), 3574-3592.
  • Budzınskı, O., Gaenssle, S. & Lındstädt-Dreusıcke, N. (2021). The battle of YouTube, TV and Netflix: an empirical analysis of competition in audiovisual media markets. SN Business & Economics, 1(9).
  • CAMBRIDGE. (2020). A guide to using twitter. (Cambridge University Press)
  • https://www.cambridge.org/authorhub/application/files/7415/1317/4656/35571_Generic_Twitter.pdf, [Accessed Date: 14.12.2021]
  • CONVERSATION PRISM, (2021). https://conversationprism.com/ [Accessed Date: 11.12.2021]
  • Dirik, N. (2012). Sosyal medyada destinasyon tanıtımı. Uzmanlık Tezi, Kültür ve Turizm Bakanlığı Tanıtma Genel Müdürlüğü, Ankara.
  • Eşitti, Ş. & Işık, M. (2015). Sosyal Medyanın Yabancı Turistlerin Türkiye’yi Tatil Destinasyonu Olarak Tercih Etmelerine Etkisi. Karadeniz Uluslararası Bilimsel Dergi, 1(27), 11-33.
  • Geçikli, F. (2001) “Uluslararası Tanıtımda Lobiciliğin Önemi” Pazarlama Dünyası Dergisi, cilt.87, ss.26-29.
  • Getz, D. & Faırley, S. (2004). Media management at sport events for destination promotion: Case studies and concepts. Event Management, 8(3), 127-139.
  • Hays, S., Page, S. & Buhalıs, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
  • Hıremath, B. & Kenchakkanavar, A. (2016). An alteration of the web 1.0, web 2.0 and web 3.0: a comparative study. Imperial Journal of Interdisciplinary Research, 2(4), 705-710.
  • Hoppen, A., Brown, L. & Fyall, A. (2014). Literary tourism: Opportunities and challenges for the marketing and branding of destinations?. Journal of Destination Marketing & Management, 3(1), 37-47.
  • Huang, C., Chou, C. & Lın, P. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31(4), 513–526.
  • Jones, N., Borgman, R. & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and Enterprise Development. Vol. 22 No. 4, pp. 611-632.
  • Kesici, A. (2019). Lise öğrencilerinin sosyal ağları kullanma sıklığına göre sosyal ağları eğitim amaçlı kullanmaya yönelik tutumlarının incelenmesi. Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 32(1), 315-343.
  • Kumar, P., Mıshra, J. & Rao, Y. (2021). Analysing tourism destination promotion through Facebook by Destination Marketing Organizations of India. Current Issues in Tourism, 1-16.
  • Mack, R., Blose, J. & Pan, B. (2008). Believe it or not: Credibility of blogs in tourism. Journal of Vacation Marketing, 14(2), 133–144.
  • Mahmoud, A., Hack-Polay, D., Grigoriou, N., Mohr, I. & Fuxman, L. (2021). A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in sub-Saharan Africa. Journal of Brand Management, 28(5), 526-544.
  • Marangoz, M. & Özen, E. K. (2021). Covid-19 Pandemi Sürecinin Farklı Alanlarda Dijitalleşmeye Etkileri: Kavramsal Bir Değerlendirme. Hitit Ekonomi ve Politika Dergisi, 1(1), 54-68.
  • Marc Lim, W., Rasul, A. & Parvez, O. (2021). Challenging the mainstream assumption of social media influence on destination choice. Tourism Recreation Research, 46(1), 137-140.
  • Mislove, A., Lehmann, S., Ahn, Yong-Yeol, O. & Jukka-Pekka; R. J. (2011). Understanding the demographics of Twitter users. In Proceedings of the International AAAI Conference on Web and Social Media (Vol. 5, No. 1, pp. 554-557).
  • Munar, A. M. (2012). Social media strategies and destination management. Scandinavian journal of hospitality and tourism, 12(2), 101-120.
  • Nadkarnı, A. & Hofmann, S. (2012). Why do people use Facebook? Personality and individual differences, 52(3), 243-249.
  • Paskaleva-Shapira, K. (2007). New paradigms in city tourism management: Redefining destination promotion. Journal of Travel Research, 46(1), 108-114.
  • Poursaeed, M., Shojaee, F. & Nıknafs, A. (2021). The Factors Affecting Place Branding based on Data Mining Approach (Case Study: Instagram Social Media). Journal of Business Management, 13(2), 473-501.
  • Shu, M. & Scott, N. (2014). Influence of social media on Chinese students’ choice of an overseas study destination: An information adoption model perspective. Journal of Travel & Tourism Marketing, 31(2), 286-302.
  • Sugar, C. (2017). YouTube as a destination marketing tool: A Canadian Content analysis. Toronto, Canada: Ryerson University, Master of Digital Media.
  • Uğur, N. G. & Türkmen, M. (2014). Tüketicilerin mobil uygulamaları kabulüne yönelik bir model önerisi. Uluslararası Bilgi, Ekonomi ve Yönetim Kongresi, 567-583.
  • Ünal, A.& Bayar, S. B. (2020). Yerli Ziyaretçilerin Destinasyon Seçimlerinde Instagram’ın Rolünün Belirlenmesine Yönelik Bir Araştırma: Bursa Uludağ Örneği. Uluslararası Sosyal Bilimler Akademik Araştırmalar Dergisi.
  • Veer, N., Pawar, P. & Kolte, A. (2019). Effectiveness of Social Media Tools and It's Impact on Promotions. International Journal of Innovative Technology and Exploring Engineering, 8(7S2), 224-230.
  • Xıang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
  • SOCIAL REPORT. (2021). https://wearesocial.com/uk/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital/ [Accessed Date: 10.01.2022].
  • Yıldırım, O. & İpek, İ. (2020). Yeni Koronavirüs Salgını Dolayısıyla Gündeme Gelen Sosyal İzolasyon ve Gönüllü Karantina Döneminde İnternet ve Sosyal Medya Kullanımı. Journal of Communication Theory & Research/Iletisim Kuram ve Arastirma Dergisi, (52).
  • Zhang, Y., Hashim, N., Baghirov, F. & Murphy, J. (2018). Gender differences in Instagram hashtag use. Journal of Hospitality Marketing & Management, 27(4), 386-404.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Gökhan Kuzucanlı 0000-0003-3584-0133

Mahmut Barakazı 0000-0002-2468-7981

Erken Görünüm Tarihi 27 Ocak 2023
Yayımlanma Tarihi 27 Ocak 2023
Gönderilme Tarihi 10 Ağustos 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 22 Sayı: 85

Kaynak Göster

APA Kuzucanlı, G., & Barakazı, M. (2023). USE OF SOCIAL MEDIA IN DESTINATION PROMOTION. Elektronik Sosyal Bilimler Dergisi, 22(85), 292-304. https://doi.org/10.17755/esosder.1160019
 Kapak Resmi İndir

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Elektronik Sosyal Bilimler Dergisi (Electronic Journal of Social Sciences), Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.

ESBD Elektronik Sosyal Bilimler Dergisi (Electronic Journal of Social Sciences), Türk Patent ve Marka Kurumu tarafından tescil edilmiştir. Marka No:2011/119849.