Festivallerin Destinasyon Markalaşmasındaki Rolünün Araştırılması

Öz

Festivaller, geliri artırmanın ve ortalama konaklama süresini uzatmanın yanı sıra, benzersiz deneyimler sunmaları nedeniyle destinasyon markalaşmasına katkıda bulunan turistik çekiciliklerden biri olarak kabul edilmektedir. Bu çalışma, Türkiye Kültür ve Turizm Bakanlığı tarafından her yıl organize edilen Çanakkale Kültür Yolü Festivallerine katılmış olan bireylerden elde edilen ampirik verilerin analiz edilmesi yoluyla festivallerin destinasyon markalaşmasındaki rolünü araştırmayı amaçlamaktadır. Kültür yolu festivalinin destinasyon markalaşması üzerindeki etkisiyle ilgili olarak on dokuz katılımcıyla yarı yapılandırılmış bir şekilde derinlemesine görüşmeler gerçekleştirilmiştir. Veriler içerik analizi ile analiz edilmiştir ve raporlanmaya hazır hale getirilmiştir. Analiz sonucunda elde edilen bulgular, Çanakkale’de düzenlenen kültür yolu festivalinin yerel halk ile arasında sosyal etkileşimleri teşvik ederek ve yerel ekonomiyi canlandırarak destinasyon markalaşmasını önemli ölçüde iyileştirme potansiyeline sahip olduğunu göstermektedir. Bu bilgiler ayrıca politika yapıcıların kültür yolu festivalinin kalitesini ve genel destinasyon markalaşma sürecini iyileştirmelerine de yardımcı olacaktır. Bu çalışma, alanyazında var olan ilgili çalışmalara katkıda bulunmaktadır. Ayrıca bu araştırmanın sonuçları, festivallerin destinasyon markalaşması bağlamındaki işlevlerine ilişkin var olan teorik anlayışı ve bilgiyi zenginleştirmektedir. Ek olarak makalenin sonuç bölümünde çalışmanın sınırlılıkları ve gelecekteki araştırmalara yönelik öneriler sunulmaktadır.

Anahtar Kelimeler

• Festival
• Festival Turizmi
• Turizm
• Destinasyon Markalaşması
• Kültür Yolu Festivali

Exploring the Role of Festivals in Destinations Branding

Öz

In addition to augmenting income and prolonging the average duration of stay, festivals are regarded as one of the attractions that contribute to destination branding due to their provision of unique experiences. The present study aims to investigate the role of festivals in destination branding based on empirical data collected from attendees of the Çanakkale Culture Route Festival, which is held annually by the Turkish Ministry of Culture and Tourism. Nineteen participants were interviewed using a semi-structured format regarding the festival's influence on destination branding. Following the data analysis, the findings suggest that the festival has the potential to considerably improve destination branding through the promotion of social interactions among local residents and the stimulation of the local economy. These insights will also aid policymakers in enhancing the quality of the festival and the overall destination branding process. By contributing to the existing body of literature, this study enriches understanding of the functions of festivals within the context of destination branding. Furthermore, the limitations and recommendations for future research are outlined in the concluding section of the article.

Anahtar Kelimeler

• Festival
• Festival Tourism
• Tourism
• Destination Branding
• Culture Route Festival

Kaynakça

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