Öz
In contrast to the use of social media as an alternative marketing/promotion channel by Destination Marketing Organisations (DMOs), number of the studies about social media performance of destinations are limited. In this study, performances of the top 10 cities in Europe, according to visitor numbers, are compared at Facebook, Youtube, Twitter, and Instagram. Findings indicate that London is more active at Facebook, Twitter, and Instagram than other destinations. Istanbul and Antalya destinations which are visited by the greatest number of tourists in Turkey position at the latest ranks in these platforms. When compared to other platforms, Youtube is rarely used by DMOs. Moreover, there is a significant relationship between Facebook, Twitter, and Instagram performances and destination visitor numbers.
Anahtar Kelimeler
Social media Destination Destination marketing organisation Visitor number
Kaynakça
- Aghaei, S., Nematbakhsh, M. A. ve Farsani, H. K. (2012). Evolution of the World Wide Web: From WEB 1.0 TO WEB 4.0, International Journal of Web & Semantic Technology, 3(1): 1- 10.
- Brown, R. (2018). The Impact of Social Media on Travel Inspiration, http://www.olapic.com/resources/the-impact-of-social-media-on-travel-inspiration_blog p1aw-f1tr-v1th-t1sm/, Erişim tarihi: 3 Ağustos 2018.
- Buhalis, D. ve Law, R. (2008). Progress in Information Technology and Tourism Management: 20 Years on and 10 Years After the Internet the State of Etourism Research, Tourism Management, 29(4): 609–623.
- Dreamgrow.com İnternet Sitesinden Alınan Elektronik Referans. (2018). https://www.dreamgrow.com/top-15-most-popular-social-networking-sites, Erişim tarihi: 25 Şubat 2018.
- Euromonitor.com internet sitesinden alınan elektronik referans. (2017). http://go.euromonitor.com/Top_100_City_Destinations_WTM_Form_Download.html#download-link, Erişim tarihi: 11 Nisan 2018.
- Hays, S., Page, S. J. ve Buhalis, D. (2013). Social Media as a Destination Marketing Tool: Its Use by National Tourism Organisations, Current Issues in Tourism, 16(3): 211-239.
- Java, A., Song, X., Finin, T. ve Tseng, B. (2007). Why We Twitter: Understanding Microblogging Usage and Communities, 9th WebKDD and 1st SNA-KDD 2007 Workshop On Web Mining And Social Network Analysis (ss. 56-65). ABD: San Jose, Kaliforniya.
- Johnson, B. (2011). Visit Britain to Cut Jobs and Refocus, https://www.marketingweek.com/2011/02/09/visitbritain-to-cut-jobs-and-refocus, Erişim tarihi: 15 Ocak 2018.
- Kabadayi, S. ve Price, K. (2014). Consumer - Brand Engagement on Facebook: Liking and Commenting Behaviors, Journal of Research in Interactive Marketing, 8 (3): 203-223.
- Kaplan, A. ve Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, 53(1): 59-68.
- Lu, Y., Chen, Z. ve Law, R. (2018). Mapping the Progress of Social Media Research in Hospitality and Tourism Management from 2004 to 2014, Journal of Travel & Tourism Marketing, 35(2): 102-118.
- Lund, N. F., Cohen, S. A. ve Scarles, C. (2018). The Power of Social Media Storytelling in Destination Branding, Journal of Destination Marketing & Management, 8: 271-280.
- Milwood, P., Marchiori, E. ve Zach, F. (2013). A Comparison of Social Media Adoption and Use in Different Countries: The Case of the United States and Switzerland, Journal of Travel & Tourism Marketing, 30(1-2): 165-168.
- Munar, A. M. (2012). Social Media Strategies and Destination Management, Scandinavian Journal of Hospitality and Tourism, 12(2): 101-120.
- Roque, V. ve Raposo, R. (2016). Social Media As A Communication And Marketing Tool in Tourism: An Analysis Of Online Activities From International Key Player DMO, Anatolia An International Journal of Tourism and Hospitality Research, 27 (1): 58-70.
- Ružić, D. ve Biloš, A. (2010). Social Media in Destination Marketing Organisations (DMOs), Conference: Tourism & Hospitality Industry 2010, New Trends in Tourism and Hospitality Management, Hırvatistan: Opatija.
- Schegg, R., Liebrich, A., Scaglione, M. ve Ahmad, S. F. (2008). An Exploratory Field Study of Web 2.0 in Tourism. İçinde P. O’Connor, W. Höpken, ve U. Gretzel (Editörler), Information and Communication Technologies in Tourism 2008 (ss. 152-163). Viyana: Springer.
- Stankov, U., Lazić, L. ve Dragićević, V. (2010). The Extent of Use of Basic Facebook User-generated Content by the National Tourism Organizations in Europe, European Journal of Tourism Research, 3(2): 105-113.
- Statista.com İnternet Sitesinden Alınan Elektronik Referans. (2018). https://www.statista.com/statistics/185454/technology-used-to-plan-leisure-travel-in-the-us-2011, Erişim tarihi: 3 Ağustos 2018.
- Uşaklı, A., Koç, B. ve Sönmez, S. (2017). How 'Social' are Destinations? Examining European DMO Social Media Usage, Journal of Destination Marketing & Management, 6: 136–149.
- Wearesocial.com internet sitesinden alınan elektronik referans. (2018). https://wearesocial.com/special-reports/digital-in-2017-global-overview, Erişim tarihi: 3 Ağustos 2018. Xiang, Z. ve Gretzel, U. (2010). Role of Social Media in Online Travel Information Search, Tourism Management, 31(2): 179-188.
Öz
Sosyal medya, Destinasyon Pazarlama Organizasyonları (DPO) tarafından alternatif bir pazarlama/tanıtım kanalı olarak kullanılmasına karşın, destinasyonların sosyal medya performansını ele alan araştırmalar kısıtlı sayıdadır. Bu çalışmada, ziyaretçi sayısı açısından Avrupa’da ilk 10 sırada yer alan şehirlere ait DPO’ların Facebook, Youtube, Instagram ve Twitter performansı kıyaslanmıştır. Bulgular Avrupa’nın en çok ziyaret edilen 10 destinasyonu içerisinde Londra’nın Facebook, Twitter ve Instagram’da diğer destinasyonlara kıyasla daha aktif olduğunu ortaya koymaktadır. Türkiye’nin en fazla turist çeken destinasyonları olan İstanbul ve Antalya, bu üç platformda son sıralarda yer almaktadır. Diğer platformlara kıyasla Youtube’un DPO’lar tarafından çok fazla kullanılmadığı tespit edilmiştir. Ayrıca Facebook, Twitter ve Instagram performansı ile destinasyonların ziyaretçi sayısı arasında anlamlı bir ilişki tespit edilmiştir.
Anahtar Kelimeler
Sosyal medya Destinasyon Destinasyon pazarlama organizasyonu Ziyaretçi sayısı
Kaynakça
- Aghaei, S., Nematbakhsh, M. A. ve Farsani, H. K. (2012). Evolution of the World Wide Web: From WEB 1.0 TO WEB 4.0, International Journal of Web & Semantic Technology, 3(1): 1- 10.
- Brown, R. (2018). The Impact of Social Media on Travel Inspiration, http://www.olapic.com/resources/the-impact-of-social-media-on-travel-inspiration_blog p1aw-f1tr-v1th-t1sm/, Erişim tarihi: 3 Ağustos 2018.
- Buhalis, D. ve Law, R. (2008). Progress in Information Technology and Tourism Management: 20 Years on and 10 Years After the Internet the State of Etourism Research, Tourism Management, 29(4): 609–623.
- Dreamgrow.com İnternet Sitesinden Alınan Elektronik Referans. (2018). https://www.dreamgrow.com/top-15-most-popular-social-networking-sites, Erişim tarihi: 25 Şubat 2018.
- Euromonitor.com internet sitesinden alınan elektronik referans. (2017). http://go.euromonitor.com/Top_100_City_Destinations_WTM_Form_Download.html#download-link, Erişim tarihi: 11 Nisan 2018.
- Hays, S., Page, S. J. ve Buhalis, D. (2013). Social Media as a Destination Marketing Tool: Its Use by National Tourism Organisations, Current Issues in Tourism, 16(3): 211-239.
- Java, A., Song, X., Finin, T. ve Tseng, B. (2007). Why We Twitter: Understanding Microblogging Usage and Communities, 9th WebKDD and 1st SNA-KDD 2007 Workshop On Web Mining And Social Network Analysis (ss. 56-65). ABD: San Jose, Kaliforniya.
- Johnson, B. (2011). Visit Britain to Cut Jobs and Refocus, https://www.marketingweek.com/2011/02/09/visitbritain-to-cut-jobs-and-refocus, Erişim tarihi: 15 Ocak 2018.
- Kabadayi, S. ve Price, K. (2014). Consumer - Brand Engagement on Facebook: Liking and Commenting Behaviors, Journal of Research in Interactive Marketing, 8 (3): 203-223.
- Kaplan, A. ve Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media, Business Horizons, 53(1): 59-68.
- Lu, Y., Chen, Z. ve Law, R. (2018). Mapping the Progress of Social Media Research in Hospitality and Tourism Management from 2004 to 2014, Journal of Travel & Tourism Marketing, 35(2): 102-118.
- Lund, N. F., Cohen, S. A. ve Scarles, C. (2018). The Power of Social Media Storytelling in Destination Branding, Journal of Destination Marketing & Management, 8: 271-280.
- Milwood, P., Marchiori, E. ve Zach, F. (2013). A Comparison of Social Media Adoption and Use in Different Countries: The Case of the United States and Switzerland, Journal of Travel & Tourism Marketing, 30(1-2): 165-168.
- Munar, A. M. (2012). Social Media Strategies and Destination Management, Scandinavian Journal of Hospitality and Tourism, 12(2): 101-120.
- Roque, V. ve Raposo, R. (2016). Social Media As A Communication And Marketing Tool in Tourism: An Analysis Of Online Activities From International Key Player DMO, Anatolia An International Journal of Tourism and Hospitality Research, 27 (1): 58-70.
- Ružić, D. ve Biloš, A. (2010). Social Media in Destination Marketing Organisations (DMOs), Conference: Tourism & Hospitality Industry 2010, New Trends in Tourism and Hospitality Management, Hırvatistan: Opatija.
- Schegg, R., Liebrich, A., Scaglione, M. ve Ahmad, S. F. (2008). An Exploratory Field Study of Web 2.0 in Tourism. İçinde P. O’Connor, W. Höpken, ve U. Gretzel (Editörler), Information and Communication Technologies in Tourism 2008 (ss. 152-163). Viyana: Springer.
- Stankov, U., Lazić, L. ve Dragićević, V. (2010). The Extent of Use of Basic Facebook User-generated Content by the National Tourism Organizations in Europe, European Journal of Tourism Research, 3(2): 105-113.
- Statista.com İnternet Sitesinden Alınan Elektronik Referans. (2018). https://www.statista.com/statistics/185454/technology-used-to-plan-leisure-travel-in-the-us-2011, Erişim tarihi: 3 Ağustos 2018.
- Uşaklı, A., Koç, B. ve Sönmez, S. (2017). How 'Social' are Destinations? Examining European DMO Social Media Usage, Journal of Destination Marketing & Management, 6: 136–149.
- Wearesocial.com internet sitesinden alınan elektronik referans. (2018). https://wearesocial.com/special-reports/digital-in-2017-global-overview, Erişim tarihi: 3 Ağustos 2018. Xiang, Z. ve Gretzel, U. (2010). Role of Social Media in Online Travel Information Search, Tourism Management, 31(2): 179-188.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Hakem Denetimli Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 6 Ağustos 2020 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 31 Sayı: 2 |
