Van Akdamar Adası’nın Destinasyon İmajı’nın Çevrimiçi Ziyaretçi Yorumları Açısından İncelenmesi

Abstract

Bu çalışma, Akdamar Adası’nın destinasyon imajını çevrimiçi ziyaretçi yorumları aracılığıyla netnografik bir yaklaşımla incelemeyi amaçlamaktadır. Araştırmada, destinasyon imajı bilişsel, duyuşsal ve davranışsal bileşenler çerçevesinde değerlendirilmiş ve TripAdvisor platformunda yer alan 595 kullanıcı yorumu analiz edilmiştir. Bulgulara göre; ziyaretçilerin büyük çoğunluğu adanın doğal güzellikleri, tarihi ve kültürel değerleri ile olumlu bir bilişsel imaj geliştirmiştir. Özellikle manzara, kilise mimarisi ve atmosfer öne çıkarken; ulaşım, fiyat politikası ve çevresel temizlik konularında bazı olumsuz geri bildirimler de tespit edilmiştir. Duyuşsal imaj açısından ziyaretçiler, huzur, büyülenme ve hayranlık gibi yoğun duygular dile getirmiştir. Davranışsal boyutta ise tekrar ziyaret etme ve başkalarına tavsiye etme eğiliminin yüksek olduğu görülmüştür. Sonuç olarak, Akdamar Adası’nın destinasyon imajı genel olarak güçlü bulunmuş; ancak ulaşım, çevre düzenlemesi ve tanıtım konularında iyileştirmelere ihtiyaç duyulduğu vurgulanmıştır. Elde edilen verilerin destinasyon yöneticileri ve yerel yönetimler için stratejik planlama süreçlerine katkı sağlayacağı düşünülmektedir.

Keywords

• Destinasyon İmajı
• Akdamar Adası
• Bilişsel
• Duyuşsal

Analysis of the Destination Image of Van Akdamar Island in Terms of Online Visitor Comments

Abstract

This study aims to examine the destination image of Akdamar Island through online visitor reviews using a netnographic approach. In the study, destination image was evaluated within the framework of cognitive, affective and conative components and 595 user reviews on the TripAdvisor platform were analyzed. According to the findings, the majority of visitors developed a positive cognitive image of the island with its natural beauty, historical and cultural values. In particular, the scenery, church architecture and atmosphere stand out, while some negative feedback was also identified in terms of transportation, price policy and environmental cleanliness. In terms of affective image, visitors expressed intense feelings of peace, fascination and admiration. In the conative dimension, it was observed that the tendency to revisit and recommend to others was high. As a result, the destination image of Akdamar Island was found to be strong in general; however, it was emphasized that improvements are needed in transportation, landscaping and promotion. It is thought that the data obtained will contribute to the strategic planning processes for destination managers and local governments

Keywords

• Destination Image
• Akdamar Island
• Cognitive
• Affective

References

1. Afshardoost, M., & Eshaghi, M. S. (2020). Destination image and tourist behavioural intentions: A meta-analysis. Tourism management, 81, 104154.
2. Agapito, D., Oom do Valle, P., & da Costa Mendes, J. (2013). The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 30(5), 471-481.
3. Aitieva, D., Kim, S., & Kudaibergenov, M. (2022). Destination image of Kyrgyzstan: A content analysis of travel blogs. Journal of Quality Assurance in Hospitality & Tourism, 23(5), 1245-1275.
4. Altunel, M. C., & Erkurt, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213-221.
5. Ammirato, S., Felicetti, A. M., & Della Gala, M. (2014, October). Tourism destination management: A collaborative approach. In Working conference on virtual enterprises (pp. 217-226). Berlin, Heidelberg: Springer Berlin Heidelberg.
6. Baloglu, S. (1997). The relationship between destination images and sociodemographic and trip characteristics of international travellers. Journal of vacation marketing, 3(3), 221-233.
7. Baloglu, S., & Brinberg, D. (1997). Affective images of tourism destinations. Journal of travel research, 35(4), 11-15.
8. Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.

9. Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.
10. Brocato, E. D. (2006). Place attachment: an investigation of environments and outcomes in a service context. The University of Texas at Arlington
11. Cho, Y. H., & Fesenmaier, D. R. (2000, April). A conceptual framework for evaluating effects of a virtual tour. In Information and Communication Technologies in Tourism 2000: Proceedings of the International Conference in Barcelona, Spain, 2000 (pp. 314-323). Vienna: Springer Vienna.
12. Chu, Q., Bao, G., & Sun, J. (2022). Progress and prospects of destination image research in the last decade. Sustainability, 14(17), 10716.
13. Crompton, J. (1979). Motivations of Pleasure Vacations. Annals Of Tourism Research, 6(4): 408-424
14. Dwivedi, M. (2009), "Online destination image of India: a consumer based perspective", International Journal of Contemporary Hospitality Management, Vol. 21 No. 2, pp. 226-232.
15. Gartner, W. C. (1994). Image formation process. Journal of travel & tourism marketing, 2(2-3), 191-216.
16. Gholamhosseinzadeh, M. S., Chapuis, J. M., & Lehu, J. M. (2023). Tourism netnography: How travel bloggers influence destination image. Tourism Recreation Research, 48(2), 188-204.
17. Govers, R., & Go, F. M. (2003). Deconstructing destination image in the information age. Information Technology & Tourism, 6(1), 13-29.
18. Gretzel, U., & Yoo, K. H. (2008). Use and impact of online travel reviews. In Information and communication technologies in tourism 2008 (pp. 35-46). Springer, Vienna.
19. Halpenny, E. A. (2006). Environmental behaviour, place attachment and park visitation: A case study of visitors to Point Pelee National Park. Waterloo, ON: University of Waterloo.
20. Hernández-Mogollón, J. M., Duarte, P. A., & Folgado-Fernández, J. A. (2018). The contribution of cultural events to the formation of the cognitive and affective images of a tourist destination. Journal of destination marketing & management, 8, 170-178. https://www.ntv.com.tr/n-life/gezi/vani-gecen-yil-700-bin-yerli-ve-yabanci-turist-ziyaret-etti,LSlQyOgyOkqUr8ioQK2HSg
21. Hunt, J. D. (1971). Image: A factor in tourism. Cited in N. Telisman-Kosuta (1989). Tourism Destination Image. In Tourism Marketing and Management Handbook,S.F.
22. Irimiás, A., & Volo, S. (2018). A netnography of war heritage sites’ online narratives: user-generated content and destination marketing organizations communication at comparison. International Journal of Culture, Tourism and Hospitality Research, 12(1), 159-172.
23. Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012). Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of destination marketing & management, 1(1-2), 134-143.
24. Jiang, Y., Ramkissoon, H., Mavondo, F. T., & Feng, S. (2017). Authenticity: The link between destination image and place attachment. Journal of Hospitality Marketing & Management, 26(2), 105-124.
25. Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach and the case of TripAdvisor. Journal of destination marketing & management, 4(3), 187-193.
26. Kozinets, R. V. (2006). Click to connect: Netnography and tribal advertising. Journal of advertising research, 46(3), 279-288.
27. Kozinets, R. V. (2010). Netnography: Doing Etnographic Research Online: Sage Publications.
28. Liu, X., Li, J. J., & Yang, Y. (2015). Travel arrangement as a moderator in image–satisfaction–behavior relations: An investigation of Chinese outbound travelers. Journal of Vacation Marketing, 21(3), 225-236.
29. Llodrà-Riera, I., Martínez-Ruiz, M. P., Jiménez-Zarco, A. I., & Izquierdo-Yusta, A. (2015). A multidimensional analysis of the information sources construct and its relevance for destination image formation. Tourism management, 48, 319-328.
30. Mccleary, K.W. A model of destination image formation. Ann. Tour. Res. 1999, 26, 868–897.
31. Michael, N., James, R., & Michael, I. (2018). Australia’s cognitive, affective and conative destination image: An Emirati tourist perspective. Journal of Islamic Marketing, 9(1), 36-59.
32. Moon, K. S., Ko, Y. J., Connaughton, D. P., & Lee, J. H. (2013). A mediating role of destination image in the relationship between event quality, perceived value, and behavioral intention. Journal of sport & tourism, 18(1), 49-66.
33. Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of travel research, 42(4), 333-342.
34. San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism management, 29(2), 263-277.
35. Sanz, I., Museros, L., & González-Abril, L. (2016, June). Exploring the cognitive-affective-conative image of a rural tourism destination using social data. In Proceedings of the Paper Presented at the JARCA Workshop on Qualitative Systems and Applications in Diagnosis, Robotics and Ambient Intelligence, Almería, Spain (pp. 23-29).
36. Schaffer, V. (2015). Social media: A conduit for increasing knowledge and skill for capacity building. e-Journal of Social & Behavioural Research in Business, 6(2), 20-33.
37. Tavakoli, R., & Wijesinghe, S. N. (2019). The evolution of the web and netnography in tourism: A systematic review. Tourism management perspectives, 29, 48-55.
38. Todorović, N., Budović, A., Ćihova, M., Riboškić, D., & Piroški, V. (2018). Exploring cognitive and affective components of Belgrade's destination image. Glasnik Srpskog geografskog drustva, 98(2), 119-146.
39. Wang, X., Wang, X., & Lai, I. K. W. (2023). The effects of online tourism information quality on conative destination image: The mediating role of resonance. Frontiers in Psychology, 14, 1140519.
40. Wang, Z., Huang, W. J., & Liu-Lastres, B. (2022). Impact of user-generated travel posts on travel decisions: A comparative study on Weibo and Xiaohongshu. Annals of Tourism Research Empirical Insights, 3(2), 100064.
41. Woosnam, K. M., Stylidis, D., & Ivkov, M. (2020). Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents. Journal of Sustainable Tourism, 28(6), 917-935.
42. Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism management, 31(2), 274-284.