TURİZM SEKTÖRÜNDE DESTİNASYON YÖNETİMİ VE PAZARLAMA

Yıl 2019, Sayı: 4, 1 - 9, 01.04.2019

Mete Sezgin Yazeed Sultan Ahmed

Öz

Turizmin küresel öncülerden biri haline gelmesine katkıda bulunan pek çok faktör bulunmaktadır. Bunlar arasında sosyal, ekonomik, teknolojik ve jeopolitik faktörler yer almaktadır. Turistin hayal gücü, turizm ve medya arasındaki hareket kabiliyeti ilişkisini yansıtabilen bir kavramdır. Destinasyon imajı, insanların inanç, ideal ve izlenimlerinin toplamıdır. İmaj, belli bir destinasyon ile ilgili çok sayıda algı, çağrışım ve bilginin sade bir formunu temsil etmektedir ve büyük miktarda bilgiyi işleme çabasının bilişsel bir ürünüdür. Destinasyon pazarlama, destinasyon imajını ve bunların kamusal algılarını iyileştirmek için çaba göstermektir. Kuramsal çerçevede yapılan bu çalışmada amaç destinasyon yönetimi ve pazarlaması vurgulanmış ve sosyal medyanın tanıtım ve markalaşma sağlamadaki rolü tartışılmıştır.

Anahtar Kelimeler

Turizm, Pazarlama, Destinasyon Yönetimi, Sosyal Medya

DESTİNATİON MANAGEMENT AND MARKETING IN THE TOURISM SECTOR

Öz

Many reasons have contributed to make tourism one of the leading aspect globally. Reasons includes social, economic, technological, and geopolitical ones. The tourist imagination as a concept can capture the relation of mobility between tourism and the media. Destination image is being the sum of beliefs, ideals, and impressions people. Image represents a simple form of vast number of perceptions, associations and information related to certain destination, and are a cognitive product of the attempt to process vast information. Destination marketing efforts to improve destinations’ image and their public perception. In this review research destination management and marketing was highlighted and the role of social media to achieve promotion and enhance branding was discussed

Anahtar Kelimeler

Tourism, Marketing, Destination Management, Social Media

Kaynakça

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