Using Digital Media in Destination Promotion: The Case of YouTube

Year 2020, Volume: 3 Issue: 3, 349 - 359, 31.12.2020

Emre Çilesiz Ersin Arıkan

Abstract

It accompanies the need for a more rational, coordinated and efficient resource management that contributes to the growth of tourism and the formation of a tourist product in the modern tourism reality worldwide. The complexity and interdisciplinary nature of the tourism sector enables the distribution of benefits to numerous related sectors. For this reason, it is difficult for a touristic product, namely a destination, to enter new markets and the promotion costs are high. Due to the uncertainty of benefits and the scattering in the sector, it is necessary for public institutions to be involved in target tourism marketing activities or undertake directly because of risks and costs that exceed private enterprises. In this context, the content of the promotional films belonging to various countries were evaluated and the issues addressed on these films were discussed in this study. In this context, videos selected with various criteria determined were watched and analyzed with the evaluation form created according to certain themes. As a result of the analysis; it is concluded that the countries have videos of different features in terms of the fiction and structure of the promotional videos. While the promotional and cultural attractions of the countries are emphasized in the promotional films, it is also determined that there are information about the complementary activities, entertainment centers and entertainment activities that visitors can spend time during their holidays.

DESTİNASYON TANITIMINDA DİJİTAL MEDYA KULLANIMI: YOUTUBE ÖRNEĞİ

Abstract

Dünya çapındaki modern turizm gerçekliğinde, turistik büyüme ve turistik ürününün oluşumuna katkıda bulunan daha rasyonel, koordineli ve verimli bir kaynak yönetimi ihtiyacına eşlik etmektedir. Turizm sektörünün karmaşıklığı ve disiplinler arası oluşu, çok sayıda ilgili sektöre elde edilen faydaların dağılmasını sağlamaktadır. Bu sebeple turistik ürünün, yani bir destinasyonun yeni pazarlara girmesi zordur ve tanıtım maliyetleri yüksektir. Faydaların belirsizliği ve sektörde dağınık oluşu nedeniyle özel teşebbüsleri aşan risk ve maliyetlerden dolayı kamu kurumlarının hedef turizm pazarlama çalışmalarına dahil olmaları ya da direkt olarak üstlenmeleri gerekliliği ortaya çıkmaktadır. Bu bağlamda çalışmada çeşitli ülkelere ait tanıtım filmlerinin içeriğini değerlendirilmiş ve söz konusu filmlerin üzerinde değinilen konular ele alınmıştır. Bu kapsamda belirlenen kriterlerle seçilen videolar izlenmiş ve belirli temalara göre oluşturulan değerlendirme formu ile incelenip analiz yapılmıştır. Yapılan analiz sonucunda; tanıtım videolarının kurgu ve yapısı itibari ile ülkelerin farklı özelliklere ait videolara sahip oldukları sonucuna ulaşılmıştır. Genellikle tanıtım filmlerinde ülkelerin doğal kültürel ve tarihi çekicilikleri öne çıkartılırken, ziyaretçilerin tatilleri süresince vakit geçirebilecekleri tamamlayıcı etkinliklere, eğlence merkezlerine ve eğlence aktivitelerine yönelik bilgilendirmelerin de yer aldığı belirlenmiştir.

Keywords

Destinasyon tanıtımı, Tanıtım videoları, Dijital medya

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