Using Social Media to Promote A Destination: The Case of Alanya

Yıl 2024, , 465 - 489, 28.09.2024

Nihan Sidar , Atınç Olcay

https://doi.org/10.32572/guntad.1464895

Öz

The main objective of this study is to determine the importance of social media in destination promotion and to evaluate how the Alanya destination is promoted through Instagram. In the study, a content analysis methodology was employed. Concepts were defined, and units of analysis were established to facilitate the examination of posts from the @alanya_turkey account according to predefined categories. The coding process involves coding the content elements according to the established schema or systematically creating a dataset based on the data emerging from the content. The coded data are subjected to a detailed examination during the content analysis stage to evaluate basic statistical data, themes, and trends. Additionally, word frequency analysis and word cloud frequency analysis have been conducted using the MAXQDA program to determine the frequencies of the used words. According to the obtained results, the account's marketing strategy largely relies on user-generated content. However, it has been revealed that more effective planning is needed for the continuity and consistency of this content. These findings highlight the importance of social media in destination marketing and provide valuable recommendations for future efforts.

Anahtar Kelimeler

Destination, Social Media, Tourism Marketing

Destinasyon Tanıtımında Sosyal Medyanın Kullanımı: Alanya Örneği

Öz

Bu çalışmanın temel amacı, sosyal medyanın destinasyon tanıtımındaki önemini belirlemek ve Alanya destinasyonunun Instagram üzerinden nasıl tanıtıldığını değerlendirmektir. Çalışmada, içerik analizi yöntemi kullanılmış olup, @alanya_turkey hesabındaki paylaşımların belirli kategorilere göre analiz edilebilmesi için kavramlar tanımlanmış ve analiz birimleri belirlenmiştir. Kodlama süreci, içerik öğelerinin belirlenen şemaya uygun olarak kodlanması veya içerik doğrultusunda ortaya çıkan verilere dayalı olarak sistematik bir veri setinin oluşturulmasıyla gerçekleştirilmiştir. Elde edilen kodlanmış veriler, içerik analizi aşamasında detaylı bir incelemeye tabi tutularak temel istatistiksel veriler, temalar ve eğilimler değerlendirilmiştir. Ayrıca, kullanılan kelimelerin sıklıklarının belirlenmesi amacıyla MAXQDA programı kullanılarak kelime frekans analizi ve kelime bulutu frekans analizi de gerçekleştirilmiştir. Elde edilen sonuçlara göre, hesabın pazarlama stratejisi, büyük ölçüde kullanıcı tarafından üretilen içeriklere dayanmaktadır. Ancak, bu içeriklerin sürekliliği ve tutarlılığı konusunda daha etkin bir planlama yapılması gerektiği ortaya çıkmıştır. Bu bulgular, sosyal medyanın destinasyon pazarlamasındaki önemini vurgulamakta ve gelecekteki çalışmalar için değerli öneriler sunmaktadır.

Anahtar Kelimeler

Destinasyon, Sosyal Medya, Turizm Pazarlaması

Etik Beyan

Çalışmamızın metodolojisinin içerik analizi olması sebebiyle etik kurul izni gerektirmeyen çalışmalar arasında yer aldığını beyan ederiz.

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