Turizm Destinasyonlarında Fijital Pazarlama: Sistematik Bir Literatür İncelemesi

Year 2024, Volume: 4 Issue: 1, 183 - 202, 31.01.2024

Serkan Rol , Azize Hassan

Abstract

Bilgi iletişim teknolojilerinin artan kullanımı ile birlikte fiziksel ve dijital ortamların kaçınılmaz birlikteliği, yeni bir kavram olan ‘fijital’i ortaya çıkarmıştır. Bu çalışmanın amacı, turizm destinasyonları açısından fijital pazarlama kavramının incelenmesidir. Çalışmada nitel araştırma yöntemi benimsenerek sistematik literatür incelemesi uygulanmıştır. Veri tabanlarında yapılan tarama sonucunda ilk aşamada 458 çalışmaya ulaşılmış ve konu ile doğrudan ilgili olduğu tespit edilen 24 makale incelemeye dahil edilmiştir. Sonuç olarak, makalelerin son birkaç yılda yayımlanmış olması ve bu makalelerde büyük oranda nitel araştırma yöntemlerinin benimsenmesi, fijital kavramının güncel ve araştırmacılar tarafından giderek artan bir ilgiye sahip olduğu şeklinde değerlendirilmiştir. Ayrıca incelenen çalışmalarda fijital deneyim ve fijital uygulamalar başlıklarının ön plana çıktığı görülmüştür.

Keywords

Fijital, fijital pazarlama, fijital deneyim, turizm destinasyonu

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