THE EVOLVING FACE OF ADVERTISEMENTS IN TRAVEL MAGAZINES: A CONTENT ANALYSIS OF ATLAS, SKYROAD, AND FOOD & TRAVEL

Abstract

Media and tourism are two areas that share a multifaceted relationship that feeds into each other. While media takes on roles such as informing, entertaining, shaping public opinion and transmitting cultural values, tourism continues to develop by benefiting from these roles of media. Advertisements, which draw much of it influence from the media, shape the marketing strategies of the tourism sector, influence consumers' travel preferences, and accelerate change and transformation in the sector. Magazines are important representatives of tourism advertising among media tools. With their visually rich content and creative narrative forms, they are effective in attracting the attention of potential tourists and providing information about tourist destinations. Advertisements published in magazines can positively contribute to tourists' preferences in terms of travel, clothing, food and accommodation. In this study, advertisements published in three different travel magazines (Atlas, Skyroad and Food & Travel) throughout 2024 were evaluated using content analysis methods. The seasonal changes in advertisements, their distribution according to content types, similarities, and differences were examined. The results of the study revealed that there is often differentiation in the themes and codes of magazine advertisements, and this differentiation is largely related to specific temporal changes and special occasions.

Keywords

• Travel magazines
• Advertisement
• Tourism

SEYAHAT DERGİLERİNDEKİ REKLAMLARIN DÖNÜŞEN YÜZÜ: ATLAS, SKYROAD VE FOOD & TRAVEL ÖRNEĞİNDE BİR İÇERİK ANALİZİ

Abstract

Medya ve turizm birbirini besleyen çok boyutlu bir ilişkiyi paylaşan iki alandır. Medya, bilgilendirme, eğlendirme, kamuoyu oluşturma ve kültürel değerleri aktarma gibi roller üstlenirken turizm ise medyanın bu rollerinden faydalanarak gelişimini sürdürür. Özellikle gücünü medyadan alan reklamlar, turizm sektörünün pazarlama stratejilerini şekillendirmekte tüketicilerin seyahat tercihlerini etkileyerek sektördeki değişim ve dönüşümü hızlandırmaktadır. Dergiler, medya araçları arasında turizm reklamcılığının önemli temsilcilerindendir. Görsel açıdan zengin içerikler ve yaratıcı anlatım biçimleri ile potansiyel turistlerin ilgisinin çekilmesinde ve turistik destinasyonlar hakkında bilgi sağlamada etkili olmaktadır. Dergilerde yayımlanan reklamlar turistlerin seyahat, giyim, yeme-içme ve konaklama gibi tercihlerine olumlu katkılar sağlayabilmektedir. Bu araştırmada üç farklı seyahat dergisinde (Atlas, Skyroad ve Food & Travel) 2024 yılı boyunca yayımlanan reklamlar içerik analizi yöntemiyle değerlendirilmiştir. Reklamların dönemsel değişimleri, içerik türlerine göre dağılımları, benzerlikleri ve farklılıkları incelenmiştir. Araştırmanın sonucunda dergi reklamlarının tema ve kodlarında çoğu zaman farklılaşma olduğu, bu farklılaşmanın büyük ölçüde belirli dönemsel değişimler ve özel günlerle ilişkili olduğu gözlemlenmiştir.

Keywords

• Seyahat dergileri
• Reklam
• Turizm

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