AİLE TEMALI DESTİNASYONLARIN PAZARLANMASINDA YAPAY ZEKANIN ROLÜ: TÜRKİYE ÖRNEĞİ ÜZERİNDEN CHATGPT İLE GERÇEKLEŞTİRİLMİŞ BİR GÖRÜŞME

Öz

Bu araştırma, Türkiye’de 2025 yılı “Aile Yılı” politikası kapsamında, aile temalı destinasyonların tanıtımında yapay zeka tabanlı içerik üretim araçlarından biri olan ChatGPT’nin stratejik katkılarını değerlendirmeyi amaçlamaktadır. Araştırma, nitel desende tasarlanmış olup, veri toplama aracı olarak yapılandırılmış görüşme yöntemi kullanılmıştır. Evreni, metin tabanlı yapay zeka uygulamaları oluştururken; örneklem, amaçlı örnekleme tekniğiyle seçilen ChatGPT 4 modelidir. Veriler, 2025 yılı Haziran ayında ChatGPT’ye yöneltilen 6 soru aracılığıyla toplanmış ve içerik analiziyle değerlendirilmiştir. Elde edilen bulgular, ChatGPT’nin aile yapısına duyarlı pazarlama içerikleri üretebildiğini, çok aktörlü seyahat karar süreçlerinde rehberlik edebildiğini ve kamu politikalarının dijitalleştirilmesinde işlevsel bir araç olarak değerlendirilebileceğini göstermektedir. Ayrıca, yapay zeka destekli sistemlerin duygusal bağ kurma, çoklu dil desteği, kültürel uyum ve kişiselleştirme gibi yönleriyle aile destinasyon pazarlamasında fark yarattığı ortaya konulmuştur. Çalışma, literatürde sınırlı olarak incelenen yapay zeka ve kamu politikası entegrasyonuna yenilikçi bir katkı sunması açısından oldukça önemlidir.

Anahtar Kelimeler

• ChatGPT
• yapay zeka
• aile yılı
• dijital dönüşüm.

THE ROLE OF ARTIFICIAL INTELLIGENCE IN THE MARKETING OF FAMILY-THEMED DESTINATIONS: A CHATGPT-SIMULATED INTERVIEW BASED ON THE CASE OF TURKEY

Öz

This study aims to evaluate the strategic contributions of ChatGPT, one of the artificial intelligence (AI)-based content generation tools, in promoting family-themed destinations within the context of Türkiye’s “Family Year 2025” policy. Designed as a qualitative study, the research employed the structured interview technique as its data collection method. The study universe consists of text-based AI applications, while the sample was determined using purposive sampling and includes the ChatGPT-4 model. Data were collected in June 2025 by directing six structured questions to ChatGPT and analyzed through content analysis. The findings reveal that ChatGPT can generate marketing content tailored to family structures, provide guidance in multi-actor travel decision-making processes, and serve as a functional tool in the digitalization of public policies. Furthermore, AI-supported systems have been shown to offer distinctive advantages in family destination marketing through emotional engagement, multilingual support, cultural sensitivity, and personalization. The study provides an innovative contribution to the literature by addressing the underexplored integration of artificial intelligence and public policy in a tourism marketing context.

Anahtar Kelimeler

• ChatGPT
• artificial intelligence
• family year
• digital transformation.

Kaynakça

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