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Turist Rehberliği Mesleğine Yönelik Farkındalık İnşası: Göstergebilimsel Analiz

Year 2025, Volume: 18 Issue: 2, 622 - 637, 31.08.2025
https://doi.org/10.17218/hititsbd.1618463

Abstract

Günümüzde yapay zekâ ile oluşturulan görseller, herhangi bir konuyla ilgili bireylerin zihninde imge yaratımıyla farkındalık oluşturmaktadır. Bu tür görsellerin bireylerde nasıl anlam taşıdığını araştırmaya yönelik çalışmalar hala sınırlıdır. Çalışmanın amacı, Turist Rehberleri Dayanışma Platformu’nda turist rehberlerine yönelik paylaşılan yapay zekâ destekli görsellerde hangi unsurların ön plana çıktığını incelemektir. Bu doğrultuda çalışmada göstergebilimsel analiz uygulanmıştır. Bu yönüyle araştırma keşifsel niteliktedir. Çalışmada, platformun WhatsApp uygulamasında 10/02/2024 tarihinde paylaşılan tüm görseller (92 adet görsel) değerlendirme kapsamına alınmıştır. Araştırmaya konu olan görseller MAXQDA veri analizi programı ile analiz edilmiştir. Görsellerde ağırlıklı olarak kültür turizmi üzerinde durulmuş, görsellerin temel konusunu da kültür turizmi oluşturmuştur. Görseller tüm araştırmacılar tarafından kontrol edilmiş, görüş birliğine varılarak kodlar ve temalar oluşturulmuştur. Analiz sonucunda üç tema ortaya çıkmıştır. Bu temalar ‘turistik çekicilikler’, ‘roller’ ve ‘özellikler’ temalarıdır. Turistik çekicilikler ‘tarihi yapılar’, ‘antik kentler’, ‘doğal yapılar’ ve ‘turistik etkinlikler’ olarak alt kategorilere ayrılmaktadır. İlgili görsellerin mekânsal tasvirlerinde tarihi yapıların ön plana çıktığı görülmüştür. Görsellerde rehberlerin anlatıcı rolü ön plana çıkarken ‘yol gösterici’, ‘merak uyandıran’, ‘koruyucu’, ‘iletişim kuran’ ve ‘yardımsever’ rolleri vurgulananlar arasındadır. Özellikler teması altında; turist rehberliğinin ‘dünyanın en eski mesleklerinden biri’ olması özelliğinin yanında profesyonel turist rehberlerinin ‘duygusal yönü’, ‘unutulmaz anılar yaratan’ olması ve farklı toplumsal yapılara saygılı olmasının vurgulandığı tespit edilmiştir. Bu görsellerin analizinin, turist rehberliği mesleğinin anlamının ve öneminin anlaşılmasına katkı sağlayacağı düşünülmektedir. Analiz edilen bu görsellerin profesyonel turist rehberliği mesleğinin nasıl algılandığını belirlemek ve bu mesleğin sahip olduğu etki ve niteliklere karşı bir farkındalık yaratmak açısından önemli olduğu söylenebilir. Gelecekte yapay zekâ görsellerinin turist rehberleri, yerli ve yabancı turistler için ne anlam ifade ettiğini belirlemeye yönelik araştırmalar yürütülebilir. Ayrıca yapay zekâ destekli görsellerin artması neticesinde alana yönelik araştırmaların çeşitlendirildiği ve farklı teknikler kullanarak profesyonel turist rehberliği mesleğinin anlamının ve öneminin vurgulandığı araştırmalar yürütülebilir. Bu araştırmadaki göstergebilimsel yaklaşım turist rehberliği mesleğine yönelik anlayışı geliştirmeye yönelik bilgilendirici ve ilgi çekici eğitim materyalleri tasarlamak için kullanılabilir.

References

  • Akbaş, G. (2019). Semiotic analysis in space and communication. A+ Arch Design International Journal of Architecture and Design, 5(2), 89-101. https://doi.org/10.17932/IAU.ARCH.2015.017/arch_v05i2004
  • Akoğlan Kozak, M., & Özkeroğlu, Ö. (2020). Çocuk gözüyle turizm: Turizm karikatürleri üzerinden bir değerlendirme. Turizm Akademik Dergisi, 7(2), 19-36. Erişim adresi: https://www.researchgate.net/publication/347577021_Cocuk_Gozuyle_Turizm_Turizm_Karikaturleri_Uzerinden_Bir_Degerlendirme_Tourism_through_the_Eyes_of_Children_An_Evaluation_of_Tourism_Cartoons#fullTextFileContent
  • Arat, T., & Bulut, H.Ç. (2019). Turist memnuniyetinde turist rehberinin rolü: Konya’da bir araştırma. Turist Rehberliği Dergisi, 2(1), 31-43. https://doi.org/10.34090/tured.581821
  • Beeftink, K. (2011). Tourists and indigenous tour guides: An exploration of roles, relationships, and intercultural interactions. Yayınlanmamış Doktora Tezi. ABD: The Pennsylvania State Üniversitesi Erişim adresi: https://www.proquest.com/dissertations-theses/tourists-indigenous-tour-guides-exploration-roles/docview/926808677/se-2?accountid=135193
  • Bonarou, C. (2021). The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis. Journal of Tourism, Heritage & Services Marketing (JTHSM), 7(1), 44-53. https://doi.org/10.5281/zenodo.4519317
  • Bowie, D., & Chang, J.C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vocational Marketing, 11(4), 303-322. https://doi.org/10.1177/1356766705056628
  • Civelek, M., & Türkay, O. (2019). Uzay turizmine ilişkin uluslararası turizm karikatürlerinin göstergebilimsel bir analizi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(3), 960-980. https://doi.org/10.32709/akusosbil.551708-818676
  • Cohen, E. (1985). The touristguide: The origins, structure and dynamics of a role. Annals of TourismResearch, 12(1), 5-29. https://doi.org/10.1016/0160-7383(85)90037-4
  • Culler, J. (1988). Framing the sign: Criticism and its institutions. Oxford, UK: Basil Blackwell.
  • Çolakoğlu, O. E., Epik, F., & Efendi, E. (2007). Tur yönetimi ve turist rehberliği. Ankara: Detay Yayıncılık.
  • Dann, G. (1996). The people of tourist brochures. T. Selwyn (Ed.), In The tourist image. Myths and myth making in tourism (pp. 61–82). Chichester, UK: Wiley.
  • Echtner, C. M. (1999). The semiotic paradigm: Implications for tourism research. Tourism Management, 20(1), 47-57. https://doi.org/10.1016/S0261-5177(98)00105-8
  • Fiske, J. (2003). İletişim Çalışmalarına Giriş. (Çev. S. İrvan). Ankara: Ajans Türk Yayınları.
  • Golinvaux, A., & Evagelou, I. (2017). The role of semiotics in tourism destination branding through social media: The case of Switzerland. Journal of Tourism Research, 16(1), 203-215. Erişim adresi: http://indexing.jotr.eu/Jotr/Volume16/V16-14.pdf
  • Graf, C. (2017). Narrating through images. S. I. Johnston (Ed.), In Part of the macmillan ınterdisciplinary handbooks: Religion series. Religion: Narrating religion (pp. 157-175). Farmington Hills, MI: Macmillan Reference USA.
  • Gurung, G., Simmons, D., & Devlin, P. (1996) “The evolving role of tourist guides: the Nepali experience” in Butler, R. and Hinch, T. (eds.) Tourism and Indigenous Peoples, pp. 107-128. London: International Thomson Business Press.
  • Güzel, F.Ö., & Köroğlu, Ö. (2014). Turist rehberlerinin liderlik ve aracılık rollerinin tur deneyimine etkisi: doğa turları üzerine bir araştırma. Gaziantep University Journal of Social Sciences, 13(4), 939-960. https://doi.org/10.21547/jss.257181
  • Han, T. (2024). Photography and destination image: An analysis of China Eastern Airline Facebook photographs. Journal of China Tourism Research, 1-31. https://doi.org/10.1080/19388160.2024.2331650
  • Howard, J.; Thwaites, R., & Smith, B. (2001). Investigating the roles of the indigenous tourguide. The Journal of Tourism Studies, 12(2), 32-39. Erişim adresi: https://web.mnstate.edu/robertsb/390/Investigating%20the%20role%20of%20the%20indigenous%20tour%20guide.pdf
  • Hunter, W. C. (2013). China's Chairman Mao: A visual analysis of Hunan province online destination image. Tourism Management, 34, 101-111. https://doi.org/10.1016/j.tourman.2012.03.017
  • 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. https://doi.org/10.1016/j.tourman.2012.03.017
  • Jenkins, O. (2003). Photography and travel brochures: The circle of representation. Tourism geographies, 5(3), 305-328. https://doi.org/10.1080/14616680309715
  • Medlik, S., & Lockwood, A. (2002). Tourism and hospitality in the 21st century. Perspectives and thoughts on tourguiding. Burlington, MA: Elsevier Butterworth Heinemann.
  • Mesleki Yeterlilik Kurumu (MYK) (2010). Ulusal meslek standardı profesyonel turist rehberi (16.07.2010 tarihinde resmi gazetede yayınlanan 27643 sayılı meslek standardı raporu).
  • Moldez, C., & Gomez, D. (2022). Looking at the bigger picture: A semiotic analysis on online news photographs. International Journal of Research, 11(3), 1-58. https://doi.org/10.5861/ijerse.2022.115
  • Moscardo, G. (1998). Interpretation and sustainable tourism: Functions, examples and principles. The Journal of Touism Studies, 14 (1), 112-123. https://search.informit.org/doi/10.3316/ielapa.990807811
  • Njirić, D., & Miloslavić, I. (2016). Semiotic effect in visual communication. European Journal of Multidisciplinary Studies, 1(2), 308-316. https://doi.org/10.26417/ejms.v1i2.p308-316
  • Pennington, W.. & Thomsen, R. C. (2010). A semiotic model of destination representations applied to cultural and heritage tourism marketing. Scandinavian Journal of Hospitality and Tourism, 10(1), 33-53. https://doi.org/10.1080/15022250903561895
  • Poudel, S., & Nyoupane, G. Y. (2013). The role of interpretative tour guiding in sustainable destinastion management: A comprasion between guided and nonguided tourists. Journal of Travel Research, 52(5), 659-672. https://doi.org/10.1177/00472875134784
  • Randall, C., & Rollins, R.B. (2009). Visitor perceptions of the role of tourguides in natural areas. Journal of Sustainable Tourism, 17 (3), 357-374. https://doi.org/10.1080/09669580802159727
  • Sel, Z. G., Lale, C., & Aktaş, G. (2017). Karikatüristler gözüyle deniz turizmi: Turizm karikatürlerinin göstergebilim yaklaşımı ile incelenmesi. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi UDTS 2016 Özel Sayı, 65-88. https://doi.org/10.18613/deudfd.297701
  • Sezerel, H., & Taşdelen, B. (2016). The symbolic representation of tourism destinations: A semiotic analysis. E. Sezgin (Ed.), In E-Consumers in the era of new tourism (pp. 73-86). Singapore: Springer.
  • Solik, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology, 10(1), 207-217. Erişim adresi: http://www.ejst.tuiasi.ro/Files/48/21_Solik.pdf
  • Rıfat, M. (1992). Göstergebilimin ABC’si. İstanbul: Simavi Yayınları.
  • Tresidder, R. (2011). The semiotics of tourism. P. Robinson, S. Heitmann, ve P. Dieke (Eds.), In Research themes for tourism (pp. 59-68). Wallingford, UK: CAB International.
  • Yenipınar, U., & Zorkirişci, A. (2013). Türkiye ve Avrupa Birliği ülkelerinde turist rehberliği eğitimi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10(2), 111-136. Erişim adresi: https://dergipark.org.tr/tr/download/article-file/696037
  • Zhang, H. Q., & Chow, I. (2004). Application of importance-performance model in tour guides’ performance: Evidence from mainland chinese outbound visitors in Hong Kong. Tourism Management, 25(1), 81-91. https://doi.org/10.1016/S0261-5177(03)00064-5

Awareness Building Towards Tourist Guiding Profession: The Semiotic Analysis

Year 2025, Volume: 18 Issue: 2, 622 - 637, 31.08.2025
https://doi.org/10.17218/hititsbd.1618463

Abstract

Today, images created with artificial intelligence generate awareness in the minds of individuals by creating images related to any subject. Studies investigating how such images convey meaning to individuals are still limited. The study examines which elements come to the fore in the artificial intelligence-supported images shared for tourist guides on the Tourist Guides Solidarity Platform. In this direction, semiotic analysis was applied in the study. The research is exploratory. All images (92 images) shared on the platform's WhatsApp application on 10/02/2024 were evaluated. The images subject to the study were analyzed using the MAXQDA data analysis program. The visuals mainly focused on cultural tourism, and the main subject of the images was cultural tourism. The images were checked by all researchers, codes and themes were created by reaching a consensus. As a result of the study, three themes emerged. These are; “tourist attractions”, “roles’’, and ‘‘characteristics” themes. Tourist attractions are divided into subcategories as ‘historical structures’, ‘ancient cities’, ‘natural structures’ and ‘tourist activities’. It was observed that historical structures came to the fore in the spatial descriptions of the relevant images. While the narrating role of the guides is prominent in the images, the roles of ‘guiding’, ‘stimulating curiosity’, ‘protective’, ‘communicating’ and ‘helpful’ are among those emphasized. Under the theme of characteristics; it has been determined that in addition to the feature of tourist guiding being ‘one of the oldest professions in the world’, the ‘emotional aspect’ of professional tourist guides, their being ‘creators of unforgettable memories’ and their being respectful to different social structures are emphasized. The narrator role of the guides came to the fore in the visuals. It was also determined that professional tourist guides' respect for different social structures was emphasized. It is thought that the analysis of these images will contribute to the understanding of the meaning and importance of the tourist guiding profession. It can be said that these analyzed images are important in terms of determining how the professional tour guiding profession is perceived and creating awareness of the effects and qualities of this profession. In the future, research can be conducted to determine what artificial intelligence visuals mean for tourist guides, local and foreign tourists. In addition, as a result of the increase in artificial intelligence-supported visuals, research can be conducted in which the research in the field is diversified and the meaning and importance of the professional tourist guiding profession can be emphasized using different techniques. The semiotic approach in this research can be used to design informative and interesting educational materials to improve the understanding of the tourist guiding profession.

References

  • Akbaş, G. (2019). Semiotic analysis in space and communication. A+ Arch Design International Journal of Architecture and Design, 5(2), 89-101. https://doi.org/10.17932/IAU.ARCH.2015.017/arch_v05i2004
  • Akoğlan Kozak, M., & Özkeroğlu, Ö. (2020). Çocuk gözüyle turizm: Turizm karikatürleri üzerinden bir değerlendirme. Turizm Akademik Dergisi, 7(2), 19-36. Erişim adresi: https://www.researchgate.net/publication/347577021_Cocuk_Gozuyle_Turizm_Turizm_Karikaturleri_Uzerinden_Bir_Degerlendirme_Tourism_through_the_Eyes_of_Children_An_Evaluation_of_Tourism_Cartoons#fullTextFileContent
  • Arat, T., & Bulut, H.Ç. (2019). Turist memnuniyetinde turist rehberinin rolü: Konya’da bir araştırma. Turist Rehberliği Dergisi, 2(1), 31-43. https://doi.org/10.34090/tured.581821
  • Beeftink, K. (2011). Tourists and indigenous tour guides: An exploration of roles, relationships, and intercultural interactions. Yayınlanmamış Doktora Tezi. ABD: The Pennsylvania State Üniversitesi Erişim adresi: https://www.proquest.com/dissertations-theses/tourists-indigenous-tour-guides-exploration-roles/docview/926808677/se-2?accountid=135193
  • Bonarou, C. (2021). The poetics of travel through unravelling visual representations on postcards: A critical semiotics analysis. Journal of Tourism, Heritage & Services Marketing (JTHSM), 7(1), 44-53. https://doi.org/10.5281/zenodo.4519317
  • Bowie, D., & Chang, J.C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vocational Marketing, 11(4), 303-322. https://doi.org/10.1177/1356766705056628
  • Civelek, M., & Türkay, O. (2019). Uzay turizmine ilişkin uluslararası turizm karikatürlerinin göstergebilimsel bir analizi. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 21(3), 960-980. https://doi.org/10.32709/akusosbil.551708-818676
  • Cohen, E. (1985). The touristguide: The origins, structure and dynamics of a role. Annals of TourismResearch, 12(1), 5-29. https://doi.org/10.1016/0160-7383(85)90037-4
  • Culler, J. (1988). Framing the sign: Criticism and its institutions. Oxford, UK: Basil Blackwell.
  • Çolakoğlu, O. E., Epik, F., & Efendi, E. (2007). Tur yönetimi ve turist rehberliği. Ankara: Detay Yayıncılık.
  • Dann, G. (1996). The people of tourist brochures. T. Selwyn (Ed.), In The tourist image. Myths and myth making in tourism (pp. 61–82). Chichester, UK: Wiley.
  • Echtner, C. M. (1999). The semiotic paradigm: Implications for tourism research. Tourism Management, 20(1), 47-57. https://doi.org/10.1016/S0261-5177(98)00105-8
  • Fiske, J. (2003). İletişim Çalışmalarına Giriş. (Çev. S. İrvan). Ankara: Ajans Türk Yayınları.
  • Golinvaux, A., & Evagelou, I. (2017). The role of semiotics in tourism destination branding through social media: The case of Switzerland. Journal of Tourism Research, 16(1), 203-215. Erişim adresi: http://indexing.jotr.eu/Jotr/Volume16/V16-14.pdf
  • Graf, C. (2017). Narrating through images. S. I. Johnston (Ed.), In Part of the macmillan ınterdisciplinary handbooks: Religion series. Religion: Narrating religion (pp. 157-175). Farmington Hills, MI: Macmillan Reference USA.
  • Gurung, G., Simmons, D., & Devlin, P. (1996) “The evolving role of tourist guides: the Nepali experience” in Butler, R. and Hinch, T. (eds.) Tourism and Indigenous Peoples, pp. 107-128. London: International Thomson Business Press.
  • Güzel, F.Ö., & Köroğlu, Ö. (2014). Turist rehberlerinin liderlik ve aracılık rollerinin tur deneyimine etkisi: doğa turları üzerine bir araştırma. Gaziantep University Journal of Social Sciences, 13(4), 939-960. https://doi.org/10.21547/jss.257181
  • Han, T. (2024). Photography and destination image: An analysis of China Eastern Airline Facebook photographs. Journal of China Tourism Research, 1-31. https://doi.org/10.1080/19388160.2024.2331650
  • Howard, J.; Thwaites, R., & Smith, B. (2001). Investigating the roles of the indigenous tourguide. The Journal of Tourism Studies, 12(2), 32-39. Erişim adresi: https://web.mnstate.edu/robertsb/390/Investigating%20the%20role%20of%20the%20indigenous%20tour%20guide.pdf
  • Hunter, W. C. (2013). China's Chairman Mao: A visual analysis of Hunan province online destination image. Tourism Management, 34, 101-111. https://doi.org/10.1016/j.tourman.2012.03.017
  • 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. https://doi.org/10.1016/j.tourman.2012.03.017
  • Jenkins, O. (2003). Photography and travel brochures: The circle of representation. Tourism geographies, 5(3), 305-328. https://doi.org/10.1080/14616680309715
  • Medlik, S., & Lockwood, A. (2002). Tourism and hospitality in the 21st century. Perspectives and thoughts on tourguiding. Burlington, MA: Elsevier Butterworth Heinemann.
  • Mesleki Yeterlilik Kurumu (MYK) (2010). Ulusal meslek standardı profesyonel turist rehberi (16.07.2010 tarihinde resmi gazetede yayınlanan 27643 sayılı meslek standardı raporu).
  • Moldez, C., & Gomez, D. (2022). Looking at the bigger picture: A semiotic analysis on online news photographs. International Journal of Research, 11(3), 1-58. https://doi.org/10.5861/ijerse.2022.115
  • Moscardo, G. (1998). Interpretation and sustainable tourism: Functions, examples and principles. The Journal of Touism Studies, 14 (1), 112-123. https://search.informit.org/doi/10.3316/ielapa.990807811
  • Njirić, D., & Miloslavić, I. (2016). Semiotic effect in visual communication. European Journal of Multidisciplinary Studies, 1(2), 308-316. https://doi.org/10.26417/ejms.v1i2.p308-316
  • Pennington, W.. & Thomsen, R. C. (2010). A semiotic model of destination representations applied to cultural and heritage tourism marketing. Scandinavian Journal of Hospitality and Tourism, 10(1), 33-53. https://doi.org/10.1080/15022250903561895
  • Poudel, S., & Nyoupane, G. Y. (2013). The role of interpretative tour guiding in sustainable destinastion management: A comprasion between guided and nonguided tourists. Journal of Travel Research, 52(5), 659-672. https://doi.org/10.1177/00472875134784
  • Randall, C., & Rollins, R.B. (2009). Visitor perceptions of the role of tourguides in natural areas. Journal of Sustainable Tourism, 17 (3), 357-374. https://doi.org/10.1080/09669580802159727
  • Sel, Z. G., Lale, C., & Aktaş, G. (2017). Karikatüristler gözüyle deniz turizmi: Turizm karikatürlerinin göstergebilim yaklaşımı ile incelenmesi. Dokuz Eylül Üniversitesi Denizcilik Fakültesi Dergisi UDTS 2016 Özel Sayı, 65-88. https://doi.org/10.18613/deudfd.297701
  • Sezerel, H., & Taşdelen, B. (2016). The symbolic representation of tourism destinations: A semiotic analysis. E. Sezgin (Ed.), In E-Consumers in the era of new tourism (pp. 73-86). Singapore: Springer.
  • Solik, M. (2014). Semiotic approach to analysis of advertising. European Journal of Science and Theology, 10(1), 207-217. Erişim adresi: http://www.ejst.tuiasi.ro/Files/48/21_Solik.pdf
  • Rıfat, M. (1992). Göstergebilimin ABC’si. İstanbul: Simavi Yayınları.
  • Tresidder, R. (2011). The semiotics of tourism. P. Robinson, S. Heitmann, ve P. Dieke (Eds.), In Research themes for tourism (pp. 59-68). Wallingford, UK: CAB International.
  • Yenipınar, U., & Zorkirişci, A. (2013). Türkiye ve Avrupa Birliği ülkelerinde turist rehberliği eğitimi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 10(2), 111-136. Erişim adresi: https://dergipark.org.tr/tr/download/article-file/696037
  • Zhang, H. Q., & Chow, I. (2004). Application of importance-performance model in tour guides’ performance: Evidence from mainland chinese outbound visitors in Hong Kong. Tourism Management, 25(1), 81-91. https://doi.org/10.1016/S0261-5177(03)00064-5
There are 37 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Articles
Authors

Bahadır İnanç Özkan 0000-0002-7665-6765

Tuğçe Özoğul Balyalı 0000-0002-2263-4122

Ezgi Bayram Öz 0000-0001-5391-6248

Early Pub Date August 31, 2025
Publication Date August 31, 2025
Submission Date January 12, 2025
Acceptance Date July 2, 2025
Published in Issue Year 2025 Volume: 18 Issue: 2

Cite

APA Özkan, B. İ., Özoğul Balyalı, T., & Bayram Öz, E. (2025). Turist Rehberliği Mesleğine Yönelik Farkındalık İnşası: Göstergebilimsel Analiz. Hitit Sosyal Bilimler Dergisi, 18(2), 622-637. https://doi.org/10.17218/hititsbd.1618463
Hitit Journal of Social Sciences is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).