Storytelling in Wine Tourism: The Case of Bozcaada

Seray Evren; Ela Nazlı Köz

doi:10.53601/tourismandrecreation.1723239

TR EN

Şarap Turizminde Hikâyeleştirme: Bozcaada Örneği

Abstract

Şarap turizmi deneyimlerinin pazarlanmasında, şarabın tarihsel ve kültürel mirası ile haz odaklı özellikleri doğrultusunda hikâyeleştirme kullanımının avantaj sağladığı görülmektedir. Bu bağlamda, araştırmanın amacı Bozcaada’da faaliyet gösteren şarap markalarının hikâyeleştirme uygulamalarının incelenmesidir. Nitel araştırma yöntemiyle yürütülen çalışmada araştırma deseni çoklu durum çalışması olarak belirlenmiştir. Araştırma verileri görüşmeler ve doküman incelemesi yoluyla elde edilmiştir. Elde edilen veriler MAXQDA programı aracılığıyla içerik analizine tabi tutulmuştur. Bulgular doğrultusunda, Bozcaada’daki şarap markalarının hikâye tasarımı ve hikâyeleştirme araçlarının kullanımı konusunda bazı sınırlılıklar tespit edilmiştir. Tüketicilere yönelik stratejik hikâyelerin çeşitli kanallar aracılığıyla iletilmesine yönelik önerilerde bulunulmuş; hikâyelerin bölgenin ya da markanın mirası, gelenekleri ve değerlerini içeren kapsamlı bir tema etrafında tasarlanması gerektiği vurgulanmıştır.

Keywords

Şarap turizmi, Hikâyeleştirme, Bozcaada.

Project Number

Bulunmamaktadır.

Storytelling in Wine Tourism: The Case of Bozcaada

Abstract

In the marketing of wine tourism experiences, the use of storytelling in line with the historical and cultural heritage and hedonic characteristics of wine provides an advantage. In this regard, the aim of the research is to examine the storytelling practices of wine brands operating in Bozcaada. The research, conducted through qualitative research method, has determined the design as a multiple case study. The data of the research were obtained through interviews, observations, and netrography. The obtained data were subjected to content analysis via MAXQDA. In line with the findings, limitations regarding the design of stories and the use of storytelling tools of wine brands in Bozcaada have been identified. Suggestions made for brands to convey strategic stories for consumers through various channels, while designing stories around a comprehensive theme that includes the region's or brand's heritage, traditions, and values.

Keywords

Wine tourism, Storytelling, Bozcaada.

Project Number

Bulunmamaktadır.

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Details

Primary Language

English

Subjects

Gastronomy Tourism, Food Marketing

Journal Section

Research Article

Authors

Seray Evren ^*
0000-0001-9063-5824
Türkiye

Ela Nazlı Köz
0000-0002-8483-2482
Türkiye

Publication Date

July 1, 2026

Submission Date

June 19, 2025

Acceptance Date

February 9, 2026

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Year 2026 Volume: 8 Number: 1

DOI

https://doi.org/10.53601/tourismandrecreation.1723239

IZ

https://izlik.org/JA79WJ42AE

APA

Evren, S., & Köz, E. N. (2026). Storytelling in Wine Tourism: The Case of Bozcaada. Tourism and Recreation, 8(1), 24-35. https://doi.org/10.53601/tourismandrecreation.1723239

AMA

1.Evren S, Köz EN. Storytelling in Wine Tourism: The Case of Bozcaada. TO&RE. 2026;8(1):24-35. doi:10.53601/tourismandrecreation.1723239

Chicago

Evren, Seray, and Ela Nazlı Köz. 2026. “Storytelling in Wine Tourism: The Case of Bozcaada”. Tourism and Recreation 8 (1): 24-35. https://doi.org/10.53601/tourismandrecreation.1723239.

EndNote

Evren S, Köz EN (July 1, 2026) Storytelling in Wine Tourism: The Case of Bozcaada. Tourism and Recreation 8 1 24–35.

IEEE

[1]S. Evren and E. N. Köz, “Storytelling in Wine Tourism: The Case of Bozcaada”, TO&RE, vol. 8, no. 1, pp. 24–35, July 2026, doi: 10.53601/tourismandrecreation.1723239.

ISNAD

Evren, Seray - Köz, Ela Nazlı. “Storytelling in Wine Tourism: The Case of Bozcaada”. Tourism and Recreation 8/1 (July 1, 2026): 24-35. https://doi.org/10.53601/tourismandrecreation.1723239.

JAMA

1.Evren S, Köz EN. Storytelling in Wine Tourism: The Case of Bozcaada. TO&RE. 2026;8:24–35.

MLA

Evren, Seray, and Ela Nazlı Köz. “Storytelling in Wine Tourism: The Case of Bozcaada”. Tourism and Recreation, vol. 8, no. 1, July 2026, pp. 24-35, doi:10.53601/tourismandrecreation.1723239.

Vancouver

1.Seray Evren, Ela Nazlı Köz. Storytelling in Wine Tourism: The Case of Bozcaada. TO&RE. 2026 Jul. 1;8(1):24-35. doi:10.53601/tourismandrecreation.1723239

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Şarap Turizminde Hikâyeleştirme: Bozcaada Örneği

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Storytelling in Wine Tourism: The Case of Bozcaada

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