The Impact of Digital Storytelling on Destination Choice and Tourist Experience: The Case of Göbekli Tepe

Abstract

This study explores the influence of digital storytelling (DS) on tourists’ destination preferences and travel experiences. DS, encompassing texts, visuals, and videos shared via social media, blogs, and online platforms, plays an important role in promoting destinations. Particularly, digital narratives help shape tourists’ pre-travel expectations and influence their destination selection process. Using a qualitative approach, semi-structured interviews were conducted with 39 tourists from different cities in Turkey who visited Göbeklitepe. Additionally, 321 Tripadvisor reviews were analyzed through content analysis. Findings show that tourists' pre-visit perceptions were shaped by digital stories centered on themes such as the Neolithic era, belief systems, and architecture. However, actual experiences only partially aligned with initial expectations. While historical and mystical elements in the narratives increased motivation to visit, factors like physical conditions and service quality significantly affected satisfaction levels. The study concludes that although digital storytelling is an important factor influencing destination choices, the overall tourist experience is also shaped by tangible and service-related elements that should not be overlooked.

Keywords

• Digital storytelling
• destination choice
• tourist experience
• travel expectations

Dijital Hikâye Anlatıcılığının Destinasyon Tercihi ve Turistik Deneyime Etkisi: Göbekli Tepe Örneği

Abstract

Bu çalışma, dijital hikâye anlatıcılığının (DHA) turistlerin destinasyon tercihi ve turistik deneyimleri üzerindeki etkisini incelemektedir. DHA, sosyal medya, bloglar ve çevrimiçi platformlarda paylaşılan metin, görsel ve videolar aracılığıyla destinasyonların tanıtımında etkili bir rol oynamaktadır. Özellikle dijital hikâyeler, seyahat öncesi turistlerin beklentilerini şekillendirerek destinasyon seçim sürecinde belirleyici olmaktadır. Çalışma kapsamında nitel yöntem kullanılmış ve Türkiye’nin farklı şehirlerinden Göbeklitepe’yi ziyaret eden 39 turist ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Ayrıca, 321 Tripadvisor yorumu içerik analizi yöntemiyle incelenmiştir. Katılımcıların dijital hikayelerden etkilenerek seyahat öncesi algıları “Neolitik dönem, inanç, mimari yapı” temalarıyla şekillenmiştir. Araştırmadaki katılımcıların destinasyon ziyareti sonrasında ise, seyahat öncesi algılarıyla kısmen örtüşen bulgular tespit edilmiştir. Bulgular, dijital hikâyelerin turistlerin seyahat motivasyonlarını artırdığını, ancak az da olsa bazı durumlardaki beklentilerin gerçekte yaşanan deneyimlerle tam olarak örtüşmediğini göstermektedir. Özellikle, tarihî ve mistik anlatılar ziyaretçileri etkilerken, fiziksel koşullar ve hizmet kalitesi gibi faktörler memnuniyeti olumlu ya da olumsuz olarak doğrudan etkilemektedir. Sonuç olarak, dijital hikâye anlatıcılığı destinasyon tercihini etkileyen bir faktör olsa da, turistlerin deneyimlerini şekillendiren unsurlar arasında fiziksel ve hizmet odaklı faktörlerin de göz önünde bulundurulması gerekmektedir.

Keywords

• Dijital hikâye anlatıcılığı
• destinasyon tercihi
• turistik deneyim
• seyahat beklentileri

Ethical Statement

Bu çalışma, TR Dizin etik kurul izni gerektiren çalışma grubunda yer almaktadır. Makalede, veri toplama aşaması için gerekli etik kurulu belgesi Harran Üniversitesi ve 15.04.2022 tarihi/2022/68 sayısıyla düzenlenmiştir

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