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ÇEVRİMİÇİ FOTOĞRAFLAR ÜZERİNDEN GÖRSEL DESTİNASYON İMAJININ İNCELENMESİ: ERZİNCAN DOĞA SPORLARI ÖRNEĞİ

Year 2017, ULUSAL ALTERNATİF TURİZM KONGRESİ ÖZEL SAYISI ÖS [IV], 15 - 26, 18.09.2017

Abstract

İmaj, seyahat edenlerin
destinasyon seçim sürecinde ve değerlendirmesinde önemli bir role sahiptir.
Destinasyon imajına yönelik çalışmalar incelendiğinde internetin öneminin
giderek arttığı görülmektedir. Bu durum seyahat edenlerin seyahatlerine ilişkin
kararları verme noktasında interneti etkin bir şekilde ve artan bir oranla
kullanmalarından ve internet odaklı bilgilerin seyahat kararlarının oluşmasında
önemli bir bilgi kaynağı haline gelmesinden kaynaklanmaktadır. Bu nedenle
destinasyonların çevrimiçi imajlarını belirlemeleri ve yönetmeleri önemli bir
husus haline gelmektedir. Bu doğrultuda bu çalışmanın temel amacı, seyahat
edenler ve destinasyon yöneticileri tarafından internette paylaşılan görsel
öğelerin incelenerek Erzincan’ın doğa sporları odaklı çevrimiçi destinasyon
imajını analiz etmektir. Araştırmanın amacı doğrultusunda, görsel aramayı
kolaylaştıran arama motorları vasıtasıyla ‘Erzincan doğa sporları’ anahtar
kelimesi kullanılarak 495 çevrimiçi fotoğrafa ulaşılmış olup, 312 tanesi
değerlendirmeye alınmıştır. Elde edilen çevrimiçi fotoğrafların yorumlanması
için içerik analizi yönteminden yararlanılmıştır. Söz konusu çevrimiçi
fotoğraflar NVivo programında iki araştırmacı tarafından içeriğine uygun olarak
kodlanmıştır. Güvenilirlik testinden sonra fotoğraflar ana temalara ve alt
temalara göre gruplandırılmıştır. Araştırmanın sonuçlarına göre çevrimiçi
destinasyon imajı bağlamında Erzincan doğa sporlarına ilişkin görsellerde en
çok yer alan doğa spor türlerinin yamaç paraşütü, rafting ve base jumping
olduğu görülmektedir. Araştırmanın sonunda destinasyon pazarlaması bağlamında
uygulamaya dönük öneriler sunulmuştur.



 

References

  • Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1), 124-133.
  • Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites.Tourism Management, 28(1), 118-129.
  • Dewar, K., Li, W. M., & Davis, C. H. (2007). Photographic images, culture, and perception in tourism advertising: AQ methodology study of Canadian and Chinese university students. Journal of Travel & Tourism Marketing, 22(2), 35-44.
  • Donaire, J. A., Camprubí, R., & Galí, N. (2014). Tourist clusters from Flickr travel photography. Tourism Management Perspectives, 11, 26-33.
  • Dwivedi, M. (2009). Online destination image of India: A consumer based perspective. International Journal of Contemporary Hospitality Management,21(2), 226-232.
  • Echtner, C. M., & Ritchie, J. R. (2003). The meaning and measurement of destination image. Journal of Tourism Studies, 14(1), 37-48
  • Erzincan İl Kültür ve Turizm Müdürlüğü (2016). Turizm Aktiviteleri. http://www.erzincankulturturizm.gov.tr/TR,57401/turizm-aktiviteleri.html
  • Fairweather, J. R., & Swaffield, S. R. (2001). Visitor experiences of Kaikoura, New Zealand: an interpretative study using photographs of landscapes and Q method. Tourism Management, 22(3), 219-228.
  • Galí, N., & Donaire, J. A. (2015). Tourists taking photographs: the long tail in tourists' perceived image of Barcelona. Current Issues in Tourism, 18(9), 893-902.
  • Garrod, B. (2008). Exploring place perception a photo-based analysis. Annals of Tourism Research, 35(2), 381-401.
  • Govers, R., & Go, F. M. (2002). Deconstructing destination image in the information age. Information Technology & Tourism, 6(1), 13-29.
  • Govers, R., & Go, F. M. (2004). Projected destination image online: Website content analysis of pictures and text. Information Technology & Tourism, 7(2), 73-89.
  • Hao, X., Wu, B., Morrison, A. M., & Wang, F. (2015). Worth thousands of words? Visual content analysis and photo interpretation of an outdoor tourism spectacular performance in Yangshuo-Guilin, China. Anatolia, 27(2), 201-213
  • Hunter, W. C. (2016). The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism Management, 54, 221-229.
  • Hunter, W. C. (2008). A typology of photographic representations for tourism: Depictions of groomed spaces. Tourism Management, 29(2), 354-365.
  • Jenkins, O. (2003). Photography and travel brochures: The circle of representation. Tourism Geographies, 5(3), 305-328. Jutla, R. S. (2000). Visual image of the city: tourists' versus residents' perception of Simla, a hill station in northern India. Tourism Geographies, 2(4), 404-420.
  • Krippendorff, K. (2013). Content Analysis. An Introduction to Its Methodology (3rd edition). USA: Sage Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism management, 31(3), 297-313.
  • Leung, D., Dickinger, A., & Nixon, L. (2017). Impact of Destination Promotion Videos on Perceived Destination Image and Booking Intention Change. İçinde R. Schegg ve B. Stangl (Ed.), Information and Communication Technologies in Tourism (ss. 489-502). Cham: Springer.
  • Lo, I. S., & McKercher, B. (2015). Ideal image in process: Online tourist photography and impression management. Annals of Tourism Research, 52, 104-116.
  • Lothian, A. (1999). Landscape and the philosophy of aesthetics: is landscape quality inherent in the landscape or in the eye of the beholder?. Landscape and Urban Planning, 44(4), 177-198.
  • Mak, A. H. (2017). Online destination image: Comparing national tourism organisation's and tourists' perspectives. Tourism Management, 60, 280-297.
  • MacKay, K. J., & Couldwell, C. M. (2004). Using visitor-employed photography to investigate destination image. Journal of Travel Research, 42(4), 390-396.
  • Marine-Roig, E. & Clavé, A.S. (2016). Perceived image specialisation in multiscalar tourism destinations. Journal of Destination Marketing & Management (in press) http://dx.doi.org/10.1016/j.jdmm.2015.12.007
  • Naoi, T., Airey, D., Iijima, S., & Niininen, O. (2006). Visitors’ evaluation of an historical district: Repertory Grid Analysis and Laddering Analysis with photographs. Tourism Management, 27(3), 420-436.
  • Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks: Sage.
  • Pike, S. & Kotsi, F. (2016). Stopover destination image - Using the Repertory Test to identify salient attributes. Tourism Management Perspectives, 18, 68-73.
  • Pearce, P. L., Wu, M. Y., & Chen, T. (2015). The spectacular and the mundane: Chinese tourists’ online representations of an iconic landscape journey. Journal of Destination Marketing & Management, 4(1), 24-35.
  • Potter, W. J., & Levine‐Donnerstein, D. (1999). Rethinking validity and reliability in content analysis. Journal of Applied Communication Research. 27(3), 258-284.
  • Sparks, B. A., & Wang, Y. (2014). Natural and Built Photographic Images: Preference, Complexity, and Recall. Journal of Travel & Tourism Marketing, 31(7), 868-883.
  • Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
  • Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography.Tourism Management, 36, 590-601.
  • Stepchenkova, S., Kim, H., & Kirilenko, A. (2014). Cultural differences in pictorial destination images Russia through the camera lenses of American and Korean tourists. Journal of Travel Research, 0047287514535849.
  • Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism Management, 49, 29-41.
  • Tasci, A. D., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of destination brand bias using a quasi-xperimental design. Tourism Management, 28(6), 1529-1540.
  • Urry, John. (2009). Turist Bakışı (1.baskı). Ankara: Bilgisu Yayınılık
  • Wang, Y., & Sparks, B. A. (2016). An eye-tracking study of tourism photo stimuli: image characteristics and ethnicity. Journal of Travel Research, 55(5), 588-602.
  • Ye, H., & Tussyadiah, I. P. (2011). Destination visual image and expectation of experiences. Journal of Travel & Tourism Marketing, 28(2), 129-144.
  • Yıldırım, A. ve Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (6.baskı). Ankara: Seçkin Yayıncılık.
  • Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketing. Tourism Management, 28(3), 714-725.
  • Zhou, L. (2014). Online rural destination images: Tourism and rurality. Journal of Destination Marketing & Management, 3(4), 227-240.
Year 2017, ULUSAL ALTERNATİF TURİZM KONGRESİ ÖZEL SAYISI ÖS [IV], 15 - 26, 18.09.2017

Abstract

References

  • Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1), 124-133.
  • Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites.Tourism Management, 28(1), 118-129.
  • Dewar, K., Li, W. M., & Davis, C. H. (2007). Photographic images, culture, and perception in tourism advertising: AQ methodology study of Canadian and Chinese university students. Journal of Travel & Tourism Marketing, 22(2), 35-44.
  • Donaire, J. A., Camprubí, R., & Galí, N. (2014). Tourist clusters from Flickr travel photography. Tourism Management Perspectives, 11, 26-33.
  • Dwivedi, M. (2009). Online destination image of India: A consumer based perspective. International Journal of Contemporary Hospitality Management,21(2), 226-232.
  • Echtner, C. M., & Ritchie, J. R. (2003). The meaning and measurement of destination image. Journal of Tourism Studies, 14(1), 37-48
  • Erzincan İl Kültür ve Turizm Müdürlüğü (2016). Turizm Aktiviteleri. http://www.erzincankulturturizm.gov.tr/TR,57401/turizm-aktiviteleri.html
  • Fairweather, J. R., & Swaffield, S. R. (2001). Visitor experiences of Kaikoura, New Zealand: an interpretative study using photographs of landscapes and Q method. Tourism Management, 22(3), 219-228.
  • Galí, N., & Donaire, J. A. (2015). Tourists taking photographs: the long tail in tourists' perceived image of Barcelona. Current Issues in Tourism, 18(9), 893-902.
  • Garrod, B. (2008). Exploring place perception a photo-based analysis. Annals of Tourism Research, 35(2), 381-401.
  • Govers, R., & Go, F. M. (2002). Deconstructing destination image in the information age. Information Technology & Tourism, 6(1), 13-29.
  • Govers, R., & Go, F. M. (2004). Projected destination image online: Website content analysis of pictures and text. Information Technology & Tourism, 7(2), 73-89.
  • Hao, X., Wu, B., Morrison, A. M., & Wang, F. (2015). Worth thousands of words? Visual content analysis and photo interpretation of an outdoor tourism spectacular performance in Yangshuo-Guilin, China. Anatolia, 27(2), 201-213
  • Hunter, W. C. (2016). The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul. Tourism Management, 54, 221-229.
  • Hunter, W. C. (2008). A typology of photographic representations for tourism: Depictions of groomed spaces. Tourism Management, 29(2), 354-365.
  • Jenkins, O. (2003). Photography and travel brochures: The circle of representation. Tourism Geographies, 5(3), 305-328. Jutla, R. S. (2000). Visual image of the city: tourists' versus residents' perception of Simla, a hill station in northern India. Tourism Geographies, 2(4), 404-420.
  • Krippendorff, K. (2013). Content Analysis. An Introduction to Its Methodology (3rd edition). USA: Sage Law, R., Qi, S., & Buhalis, D. (2010). Progress in tourism management: A review of website evaluation in tourism research. Tourism management, 31(3), 297-313.
  • Leung, D., Dickinger, A., & Nixon, L. (2017). Impact of Destination Promotion Videos on Perceived Destination Image and Booking Intention Change. İçinde R. Schegg ve B. Stangl (Ed.), Information and Communication Technologies in Tourism (ss. 489-502). Cham: Springer.
  • Lo, I. S., & McKercher, B. (2015). Ideal image in process: Online tourist photography and impression management. Annals of Tourism Research, 52, 104-116.
  • Lothian, A. (1999). Landscape and the philosophy of aesthetics: is landscape quality inherent in the landscape or in the eye of the beholder?. Landscape and Urban Planning, 44(4), 177-198.
  • Mak, A. H. (2017). Online destination image: Comparing national tourism organisation's and tourists' perspectives. Tourism Management, 60, 280-297.
  • MacKay, K. J., & Couldwell, C. M. (2004). Using visitor-employed photography to investigate destination image. Journal of Travel Research, 42(4), 390-396.
  • Marine-Roig, E. & Clavé, A.S. (2016). Perceived image specialisation in multiscalar tourism destinations. Journal of Destination Marketing & Management (in press) http://dx.doi.org/10.1016/j.jdmm.2015.12.007
  • Naoi, T., Airey, D., Iijima, S., & Niininen, O. (2006). Visitors’ evaluation of an historical district: Repertory Grid Analysis and Laddering Analysis with photographs. Tourism Management, 27(3), 420-436.
  • Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks: Sage.
  • Pike, S. & Kotsi, F. (2016). Stopover destination image - Using the Repertory Test to identify salient attributes. Tourism Management Perspectives, 18, 68-73.
  • Pearce, P. L., Wu, M. Y., & Chen, T. (2015). The spectacular and the mundane: Chinese tourists’ online representations of an iconic landscape journey. Journal of Destination Marketing & Management, 4(1), 24-35.
  • Potter, W. J., & Levine‐Donnerstein, D. (1999). Rethinking validity and reliability in content analysis. Journal of Applied Communication Research. 27(3), 258-284.
  • Sparks, B. A., & Wang, Y. (2014). Natural and Built Photographic Images: Preference, Complexity, and Recall. Journal of Travel & Tourism Marketing, 31(7), 868-883.
  • Stepchenkova, S., & Mills, J. E. (2010). Destination image: A meta-analysis of 2000–2007 research. Journal of Hospitality Marketing & Management, 19(6), 575-609.
  • Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography.Tourism Management, 36, 590-601.
  • Stepchenkova, S., Kim, H., & Kirilenko, A. (2014). Cultural differences in pictorial destination images Russia through the camera lenses of American and Korean tourists. Journal of Travel Research, 0047287514535849.
  • Kim, H., & Stepchenkova, S. (2015). Effect of tourist photographs on attitudes towards destination: Manifest and latent content. Tourism Management, 49, 29-41.
  • Tasci, A. D., Gartner, W. C., & Cavusgil, S. T. (2007). Measurement of destination brand bias using a quasi-xperimental design. Tourism Management, 28(6), 1529-1540.
  • Urry, John. (2009). Turist Bakışı (1.baskı). Ankara: Bilgisu Yayınılık
  • Wang, Y., & Sparks, B. A. (2016). An eye-tracking study of tourism photo stimuli: image characteristics and ethnicity. Journal of Travel Research, 55(5), 588-602.
  • Ye, H., & Tussyadiah, I. P. (2011). Destination visual image and expectation of experiences. Journal of Travel & Tourism Marketing, 28(2), 129-144.
  • Yıldırım, A. ve Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (6.baskı). Ankara: Seçkin Yayıncılık.
  • Yüksel, A., & Akgül, O. (2007). Postcards as affective image makers: An idle agent in destination marketing. Tourism Management, 28(3), 714-725.
  • Zhou, L. (2014). Online rural destination images: Tourism and rurality. Journal of Destination Marketing & Management, 3(4), 227-240.
There are 40 citations in total.

Details

Journal Section Articles
Authors

Murat Bayram

Yasin Keleş

Ümmühan Bayram

Publication Date September 18, 2017
Submission Date September 13, 2017
Acceptance Date August 15, 2017
Published in Issue Year 2017 ULUSAL ALTERNATİF TURİZM KONGRESİ ÖZEL SAYISI ÖS [IV]

Cite

APA Bayram, M., Keleş, Y., & Bayram, Ü. (2017). ÇEVRİMİÇİ FOTOĞRAFLAR ÜZERİNDEN GÖRSEL DESTİNASYON İMAJININ İNCELENMESİ: ERZİNCAN DOĞA SPORLARI ÖRNEĞİ. Erzincan Üniversitesi Sosyal Bilimler Enstitüsü Dergisi15-26.