Araştırma Makalesi
BibTex RIS Kaynak Göster

Using Digital Media in Destination Promotion: The Case of YouTube

Yıl 2020, Cilt: 3 Sayı: 3, 349 - 359, 31.12.2020

Öz

It accompanies the need for a more rational, coordinated and efficient resource management that contributes to the growth of tourism and the formation of a tourist product in the modern tourism reality worldwide. The complexity and interdisciplinary nature of the tourism sector enables the distribution of benefits to numerous related sectors. For this reason, it is difficult for a touristic product, namely a destination, to enter new markets and the promotion costs are high. Due to the uncertainty of benefits and the scattering in the sector, it is necessary for public institutions to be involved in target tourism marketing activities or undertake directly because of risks and costs that exceed private enterprises. In this context, the content of the promotional films belonging to various countries were evaluated and the issues addressed on these films were discussed in this study. In this context, videos selected with various criteria determined were watched and analyzed with the evaluation form created according to certain themes. As a result of the analysis; it is concluded that the countries have videos of different features in terms of the fiction and structure of the promotional videos. While the promotional and cultural attractions of the countries are emphasized in the promotional films, it is also determined that there are information about the complementary activities, entertainment centers and entertainment activities that visitors can spend time during their holidays.

Kaynakça

  • Beeton, S. (2004). Rural tourism in australia: has the gaze altered? Tracking rural images through film and tourism promotion. International Journal of Tourism Research, 6(3), 125-135.
  • Beeton, S. (2008). From the screen to the field: the influence of film on tourism and recreation, Tourism Recreation Research, 30(1), 39-47.
  • Brida, J. G., Schubert, S. F. (2008). The economic effects of advertising on tourism demand. Economics Bulletin, 6(45), 1-16.
  • Butler, R. W. (1990). The influence of the media in shaping international tourist patterns. Tourism Recreation Research, 15(2), 46-53.
  • Cohen, L., Manion, L., & Morrison, K. (2007). Research methods in education (6th ed.). New York, NY: Routledge.
  • Connell, J. (2005). Toddlers, tourism and tobermory: destination marketing ıssues and television-induced tourism, Tourism Management, 26(5), 763-776
  • Connell, J. (2012). Film tourism-Evolution, progress and prospects. Tourism Management, 33(5), 1007-1029.
  • Croy, W. G., & Walker, R. D. (2003). Rural tourism and film - Issues for strategic regional development. In D. Hall, L. Roberts, & M. Mitchell (Eds.), New Directions in Rural Tourism (1 ed., pp. 115-133). Aldershot UK: Ashgate Publishing Limited.
  • Global Web of Index (2019). Global Digital Report of 2019, https://wearesocial.com/global-digital-report-2019.
  • Govers, R., Go. F.M. & Kumar, K. (2007). Promoting tourism destination image, Journal of Travel Research, 46(1), 15-23.
  • Hudson, S., Ritchie, B.J.R. (2006). Promoting destinations via film tourism: an empirical identification of supporting marketing initiatives, Journal of Travel Research, 44, 387–396.
  • Hou, Z. Q. (2017). Comparison study of advertising videos of tourism city ımage based on the content analysis method, EURASIA Journal of Mathematics Science and Technology Education, 13(10), 6837-6846.
  • Hou, Z., Joppe, M., Choi, C. ve Lin, Z. (2016). Exploratory study of promotional videos in the 10 major tourist destinations in china: a content analysis, Travel and Tourism Research Association: Advancing Tourism Research Globally, 45.
  • Justus, M.M., Kieti, D. M., Nthiga, R.W. (2018). The availability of interpretation media and tourists’ satisfaction with movie induced tourism in Kenya, International Journal of Tourism & Hospitality Reviews, 5(2), 244-252.
  • Kim, H. & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216-237.
  • Kim, S. S., Agrusa, J., Lee, H. & Chon, K. (2007). Korean television dramas on the flow of japanese tourists, Tourism Management, 28, 1340-1353.
  • Koçak, A. ve Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim Dergisi, 4(3), 21-28.
  • LaPage, W. F. & Cormer,P.L. (1977). Images of camping: Barriers to participation. Journal of Travel Research, 15(4), 21-25.
  • Morgan, N., and Pritchard, A. (1998). Tourism promotion and power: Creating images, creating identities. Chichester, UK: John Wiley & Sons.
  • Muchiri, J. (2013). Image creation through movies: a case of "out of africa" and "the constant gardener" in Kenya. Informationand Knowledge Management, 3(3), 68-76.
  • Rewtrakunphaiboon, W., (2009). Film-induced tourism: Inventing a vacation to a location. BU Academic Review, 8(1), 33-42.
  • Riley, R., Baker, D. & Van Doren, C.S. (1998). Movie induced tourism. Annals of Tourism Research, 25(4), 919-935.
  • Shi, H., (2010). The efficiency of government promotion of the tourism industry. Monash University Business and Economics, Issn 1441-5429, Discussion Paper 52/10.
  • Statista. (2018). Most famous social network sites worldwide as of September 2017, ranked by number of active users (in millions). Erişim Tarihi: 9 Ocak 2018. https://www.statista.com/statistics/272014/global-social-networks-ranked-bynumber-of-users/.
  • Sugar, C. (2017). Youtube as a destination marketing tool: A Canadian content analysis, Research Paper, University of Guelph, Canada.
  • Tsai, Y. C., Chu, C. M. & Kobori, K. (2017). The influence of video clips on travel intention and destination image. International Journal of Arts and Commerce, 6(1), 37-55.

DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ

Yıl 2020, Cilt: 3 Sayı: 3, 349 - 359, 31.12.2020

Öz

Dünya çapındaki modern turizm gerçekliğinde, turistik büyüme ve turistik ürününün oluşumuna katkıda bulunan daha rasyonel, koordineli ve verimli bir kaynak yönetimi ihtiyacına eşlik etmektedir. Turizm sektörünün karmaşıklığı ve disiplinler arası oluşu, çok sayıda ilgili sektöre elde edilen faydaların dağılmasını sağlamaktadır. Bu sebeple turistik ürünün, yani bir destinasyonun yeni pazarlara girmesi zordur ve tanıtım maliyetleri yüksektir. Faydaların belirsizliği ve sektörde dağınık oluşu nedeniyle özel teşebbüsleri aşan risk ve maliyetlerden dolayı kamu kurumlarının hedef turizm pazarlama çalışmalarına dahil olmaları ya da direkt olarak üstlenmeleri gerekliliği ortaya çıkmaktadır. Bu bağlamda çalışmada çeşitli ülkelere ait tanıtım filmlerinin içeriğini değerlendirilmiş ve söz konusu filmlerin üzerinde değinilen konular ele alınmıştır. Bu kapsamda belirlenen kriterlerle seçilen videolar izlenmiş ve belirli temalara göre oluşturulan değerlendirme formu ile incelenip analiz yapılmıştır. Yapılan analiz sonucunda; tanıtım videolarının kurgu ve yapısı itibari ile ülkelerin farklı özelliklere ait videolara sahip oldukları sonucuna ulaşılmıştır. Genellikle tanıtım filmlerinde ülkelerin doğal kültürel ve tarihi çekicilikleri öne çıkartılırken, ziyaretçilerin tatilleri süresince vakit geçirebilecekleri tamamlayıcı etkinliklere, eğlence merkezlerine ve eğlence aktivitelerine yönelik bilgilendirmelerin de yer aldığı belirlenmiştir.

Kaynakça

  • Beeton, S. (2004). Rural tourism in australia: has the gaze altered? Tracking rural images through film and tourism promotion. International Journal of Tourism Research, 6(3), 125-135.
  • Beeton, S. (2008). From the screen to the field: the influence of film on tourism and recreation, Tourism Recreation Research, 30(1), 39-47.
  • Brida, J. G., Schubert, S. F. (2008). The economic effects of advertising on tourism demand. Economics Bulletin, 6(45), 1-16.
  • Butler, R. W. (1990). The influence of the media in shaping international tourist patterns. Tourism Recreation Research, 15(2), 46-53.
  • Cohen, L., Manion, L., & Morrison, K. (2007). Research methods in education (6th ed.). New York, NY: Routledge.
  • Connell, J. (2005). Toddlers, tourism and tobermory: destination marketing ıssues and television-induced tourism, Tourism Management, 26(5), 763-776
  • Connell, J. (2012). Film tourism-Evolution, progress and prospects. Tourism Management, 33(5), 1007-1029.
  • Croy, W. G., & Walker, R. D. (2003). Rural tourism and film - Issues for strategic regional development. In D. Hall, L. Roberts, & M. Mitchell (Eds.), New Directions in Rural Tourism (1 ed., pp. 115-133). Aldershot UK: Ashgate Publishing Limited.
  • Global Web of Index (2019). Global Digital Report of 2019, https://wearesocial.com/global-digital-report-2019.
  • Govers, R., Go. F.M. & Kumar, K. (2007). Promoting tourism destination image, Journal of Travel Research, 46(1), 15-23.
  • Hudson, S., Ritchie, B.J.R. (2006). Promoting destinations via film tourism: an empirical identification of supporting marketing initiatives, Journal of Travel Research, 44, 387–396.
  • Hou, Z. Q. (2017). Comparison study of advertising videos of tourism city ımage based on the content analysis method, EURASIA Journal of Mathematics Science and Technology Education, 13(10), 6837-6846.
  • Hou, Z., Joppe, M., Choi, C. ve Lin, Z. (2016). Exploratory study of promotional videos in the 10 major tourist destinations in china: a content analysis, Travel and Tourism Research Association: Advancing Tourism Research Globally, 45.
  • Justus, M.M., Kieti, D. M., Nthiga, R.W. (2018). The availability of interpretation media and tourists’ satisfaction with movie induced tourism in Kenya, International Journal of Tourism & Hospitality Reviews, 5(2), 244-252.
  • Kim, H. & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216-237.
  • Kim, S. S., Agrusa, J., Lee, H. & Chon, K. (2007). Korean television dramas on the flow of japanese tourists, Tourism Management, 28, 1340-1353.
  • Koçak, A. ve Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim Dergisi, 4(3), 21-28.
  • LaPage, W. F. & Cormer,P.L. (1977). Images of camping: Barriers to participation. Journal of Travel Research, 15(4), 21-25.
  • Morgan, N., and Pritchard, A. (1998). Tourism promotion and power: Creating images, creating identities. Chichester, UK: John Wiley & Sons.
  • Muchiri, J. (2013). Image creation through movies: a case of "out of africa" and "the constant gardener" in Kenya. Informationand Knowledge Management, 3(3), 68-76.
  • Rewtrakunphaiboon, W., (2009). Film-induced tourism: Inventing a vacation to a location. BU Academic Review, 8(1), 33-42.
  • Riley, R., Baker, D. & Van Doren, C.S. (1998). Movie induced tourism. Annals of Tourism Research, 25(4), 919-935.
  • Shi, H., (2010). The efficiency of government promotion of the tourism industry. Monash University Business and Economics, Issn 1441-5429, Discussion Paper 52/10.
  • Statista. (2018). Most famous social network sites worldwide as of September 2017, ranked by number of active users (in millions). Erişim Tarihi: 9 Ocak 2018. https://www.statista.com/statistics/272014/global-social-networks-ranked-bynumber-of-users/.
  • Sugar, C. (2017). Youtube as a destination marketing tool: A Canadian content analysis, Research Paper, University of Guelph, Canada.
  • Tsai, Y. C., Chu, C. M. & Kobori, K. (2017). The influence of video clips on travel intention and destination image. International Journal of Arts and Commerce, 6(1), 37-55.
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Emre Çilesiz 0000-0001-8353-2640

Ersin Arıkan 0000-0002-6171-1813

Yayımlanma Tarihi 31 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 3 Sayı: 3

Kaynak Göster

APA Çilesiz, E., & Arıkan, E. (2020). DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ. Safran Kültür Ve Turizm Araştırmaları Dergisi, 3(3), 349-359.
AMA Çilesiz E, Arıkan E. DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ. saktad. Aralık 2020;3(3):349-359.
Chicago Çilesiz, Emre, ve Ersin Arıkan. “DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ”. Safran Kültür Ve Turizm Araştırmaları Dergisi 3, sy. 3 (Aralık 2020): 349-59.
EndNote Çilesiz E, Arıkan E (01 Aralık 2020) DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ. Safran Kültür ve Turizm Araştırmaları Dergisi 3 3 349–359.
IEEE E. Çilesiz ve E. Arıkan, “DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ”, saktad, c. 3, sy. 3, ss. 349–359, 2020.
ISNAD Çilesiz, Emre - Arıkan, Ersin. “DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ”. Safran Kültür ve Turizm Araştırmaları Dergisi 3/3 (Aralık 2020), 349-359.
JAMA Çilesiz E, Arıkan E. DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ. saktad. 2020;3:349–359.
MLA Çilesiz, Emre ve Ersin Arıkan. “DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ”. Safran Kültür Ve Turizm Araştırmaları Dergisi, c. 3, sy. 3, 2020, ss. 349-5.
Vancouver Çilesiz E, Arıkan E. DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ. saktad. 2020;3(3):349-5.