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Z Kuşağı İçin Dijital Turizm Stratejileri: E-Spor ve AR/VR Etkinliklerinin Türkiye’deki Potansiyeli

Yıl 2025, Cilt: 1 Sayı: 1, 50 - 61, 26.12.2025

Muharrem Berat Bezek Seray Gülertekin Genç

Öz

Bu çalışma, E-spor etkinliklerinin ve AR/VR gibi teknolojilerin kullanıldığı etkinliklerin Türkiye’deki turizm sektörü üzerindeki etkisini ve bu alanda uygulanabilecek pazarlama stratejilerini incelemeyi amaçlamaktadır. Dijital dönüşümün hız kazandığı çağda, özellikle Z kuşağının seyahat tercihleri günümüzün turizm anlayışını değiştirmektedir. Literatür taraması ve analiz yöntemiyle gerçekleştirilen araştırma, E-Spor etkinliklerinin ekonomik katkılarını, turizm destinasyonlarının tanıtımına olan etkisini ve AR-VR gibi teknolojilerin pazarlama süreçlerindeki rolünü değerlendirmektedir. Bulgular, E-Sporun yalnızca rekabetçi bir oyun alanı değil, aynı zamanda yeni nesil turistleri hedefleyen önemli bir pazarlama aracı olduğunu göstermektedir. Çalışma, Türkiye’de turizm sektörünün dijital eğilimlere uyum sağlaması ve E-Spor tabanlı etkinliklerin turizm stratejilerine entegre edilmesi gerektiğini vurgulamaktadır.

Anahtar Kelimeler

Z Kuşağı E-Spor AR/VR Etkinlik Turizmi

Kaynakça

  • Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew research center, 17(1), 1-7.
  • Parker, K., & Igielnik, R. (2020). What we know about Gen Z so far. Pew Research Center, 14.
  • Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in society, 65, 101565.
  • Olçum, G., & Gülova, A. A. (2023). Digitalization and generation Z: Advantages and disadvantages of digitalization. In Two Faces of Digital Transformation: Technological Opportunities versus Social Threats (pp. 31-46). Emerald Publishing Limited.
  • Turner, A. (2015). Generation Z: Technology and social interest. The journal of individual Psychology, 71(2),103-113. (https://doi.org/10.1353/jip.2015.0021)
  • Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12(2), 1-10.
  • Yalçın, M. (2023). Tüketicilerin seyahat motivasyonları ile turistik ürün tercihleri arasındaki ilişkide kişilik özelliklerinin etkisi: Z kuşağı bireyleri üzerine bir araştırma(Doctoral dissertation, Balikesir University (Turkey)). (https://doi.org/10.24010/soid.1314639)
  • Popşa, R. E. (2024). Exploring the generation Z travel trends and behavior. Studies in Business and Economics, 19(1), 189-189.
  • Akel, G., & Candan, G. (2023). CONSPICUOUS CONSUMPTION AND SOCIAL MEDIA ADDICTION: THE ROLE OF SOCIAL MEDIA USAGE. Pazarlama ve Pazarlama Araştırmaları Dergisi, 16(2), 249-278. (https://doi.org/10.15659/ppad.16.2.1090517)
  • Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154. (https://doi.org/10.1016/j.tourman.2017.12.003)
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. (https://doi.org/10.1016/j.chb.2017.01.058)
  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. (https://doi.org/10.1016/j.tourman.2009.07.003)
  • Kurt, F., & Genç, V. (2025). Digital tourism: A bibliometric study of trends and research. Journal of Multidisciplinary Academic Tourism, 10(1), 121-133. (https://doi.org/10.31822/jomat.2025-10-1-121)
  • Wang, D., Park, S., & Fesenmaier, D. R. (2012). The role of smartphones in mediating the touristic experience. Journal of travel research, 51(4), 371-387. (https://doi.org/10.1177/0047287511426341)
  • Taylor, T. L. (2012). Raising the stakes: E-sports and the professionalization of computer gaming. MIT Press.
  • Funk, D. C., Pizzo, A. D., & Baker, B. J. (2018). eSport management: Embracing eSport education and research opportunities. Sport Management Review, 21(1), 7-13. (https://doi.org/10.1016/j.smr.2017.07.008)
  • Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet Research, 27(2), 211–232. (https://doi.org/10.1108/IntR-04-2016-0085)
  • Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience economy. Journal of Marketing Management, 29(13–14), 1542–1560. (https://doi.org/10.1080/0267257X.2013.822906)
  • Dilek, S. E. (2019). E-Sport events within tourism paradigm: A conceptual discussion. International Journal of Contemporary Tourism Research, 3(1), 12-22. (https://doi.org/10.30625/ijctr.525426)
  • Beck, J. T., Rainoldi, M., & Egger, R. (2019). Virtual reality in tourism: A state-of-the-art review. Tourism Review, 74(3), 586–612. (https://doi.org/10.1108/TR-03-2017-0049)
  • León, M., Calderón, V., & Núñez, R. (2022). eSports events trend: A promising opportunity for tourism events diversification in Guayaquil. Sustainability, 14(21), 13803. (https://doi.org/10.3390/su142113803)
  • Marasco, A., Buonincontri, P., Van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138-148. (https://doi.org/10.1016/j.jdmm.2017.12.002)
  • Mao, E. (2022). The effectiveness of event marketing in an attention economy. Journal of Promotion Management, 28(4), 513–531. (https://doi.org/10.1080/08997764.2022.2115503)
  • Kulakoğlu-Dilek, N., Kızılırmak, İ., & Dilek, S. E. (2018). Virtual Reality or Just Reality? A SWOT Analysis of the Tourism Industry. Journal of Tourismology, 4(1), 67-74.
  • Fenyves, L. (2022). Analysis of the ecosystem of E-Sport. Studia Mundi–Economica, 9(1), 9-20. (https://doi.org/10.18531/Studia.Mundi.2022.09.01.9-20)
  • Korkmaz, E., Korkmaz, A., & Çevik, H. (2024). E-spor İzleyici Motivasyon Ölçeğinin Türkçe’ye Uyarlama Çalışması. Uluslararası Bozok Spor Bilimleri Dergisi, 5(1), 201-213.
  • Yılmaz, V. (2014). Spor pazarlaması: Kuramsal yapı ve uygulama alanları. Detay Yayıncılık. https://books.google.com.tr/books?id=5TiTEQAAQBAJ
  • Mavragani, E., & Dionysios, P. (2022). Gen “Z” and tourism destination: A tourism perspective of augmented reality gaming technology. International journal of innovation and technology management, 19(05), 2241001.
  • Özbıçakçı, S. T. (2016). Esports: alternative fandom research in Turkey (Master's thesis, Bilkent Universitesi (Turkey)).
  • Akgöl, O. (2019). Spor endüstrisi ve dijitalleşme: Türkiye'deki espor yapılanması üzerine bir inceleme. Trt Akademi, 4(8), 206-224.
  • Reitman, J. G., Anderson-Coto, M. J., Wu, M., Lee, J. S., & Steinkuehler, C. (2020). Esports research: A literature review. Games and Culture, 15(1), 32-50.
  • Mangeloja, E. (2019). Economics of esports. EJBO-Electronic Journal of Business Ethics and Organization Studies, (2).
  • Chikish, Y., Carreras, M., & García, J. (2019). eSports: A new era for the sports industry and a new impulse for the research in sports (and) economics. Sports (and) economics, 477-508.
  • Kartal, M. (2020). Küreselleşme bağlamında Türkiye'de e-spor (Doctoral dissertation, Inonu University (Turkey)).
  • Alioğlu, M., & Algül, A. (2021). TÜRKİYE’DE DİJİTAL OYUN DURUMU: E-SPOR OYUNCULARININ DEĞERLENDİRMELERİYLE LEAGUE OF LEGENDS ÖRNEĞİ. İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi, 13(1), 121-154.
  • Akay, B. & Ayhan, B. (2021). Türkiye’de e-spor üzerine yapılan akademik çalışmaların içerik analizi. Uluslararası Güncel Eğitim Araştırmaları Dergisi, 7(2), 656-671.
  • Esports News7 (2024) https://changimuseum.sg/exploring-the-economic-impact-of-sponsorships-in-league-of-legends-esports/ adresinden 20.10.2025 tarihinde alınmıştır.
  • Fortnite (2019) https://www.fortnite.com/news/fortnite-world-cup-details adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts (2019) Intel Extreme Masters Katowice 2019 https://escharts.com/news/iem-katowice-2019 adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts,(2022) https://escharts.com/tr/tournaments/pubg-mobile/pubg-mobile-pro-league-turkey-spring-2022 adresinden 20.10.2025 tarihinde alınmıştır.
  • Report Kat owice (2024). https://katowice.eu/SiteAssets/biznes/convention-bureau/turystyka-biznesowa/Business_Tourism_Katowice_2024.pdf adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts (2022). https://escharts.com/tr/tournaments/pubg-mobile/pubg-mobile-pro-league-turkey-spring-2022 adresinden 20.10.2025 tarihinde alınmıştır. (pubg mobile)
  • Escharts (2023). https://escharts.com/tournaments/lol/2023-world-championship adresinden 20.10.2025 tarihinde alınmıştır. (league of legends)
  • Escharts (2023). https://escharts.com/tournaments/valorant/valorant-champions-2023-valorant adresinden 20.10.2025 tarihinde alınmıştır. (valorant)
  • Escharts (2024). https://escharts.com/tr/tournaments/csgo/iem-katowice-2024 adresinden 20.10.2025 tarihinde alınmıştır. (counter strike : global offensive)
  • Gaming in Turkey (2024) Oyun Sektörü Raporu https://www.turkiyeoyunsektoruraporu.com/tr/ adresinden 10.10.2025 tarihinde alınmıştır.
  • Grand View Research. (2023). Esports market: Merchandise & tickets revenue, 2018–2030 [Graph]. https://www.grandviewresearch.com/horizon/statistics/esports-market/revenue-source/merchandise-tickets/global adresinden 10.10.2025 tarihinde alınmıştır.

Digital Tourism Strategies for Gen-Z: The Potential of E-Sports and AR/VR Events in Türkiye

Yıl 2025, Cilt: 1 Sayı: 1, 50 - 61, 26.12.2025

Muharrem Berat Bezek Seray Gülertekin Genç

Öz

This study aims to examine the impact of E-Sports events and events utilising technologies such as AR/VR on the tourism sector in Türkiye, as well as the marketing strategies that can be implemented in this field. In an era of accelerating digital transformation, the travel preferences of Generation Z, in particular, are changing today's understanding of tourism. Conducted through a literature review and analysis, the research evaluates the economic contributions of E-Sports events, their impact on tourism destination promotion, and the role of technologies such as AR-VR in marketing processes. The findings show that E-Sports is not only a competitive gaming arena but also an important marketing tool targeting the new generation of tourists. The study emphasises the need for the Turkish tourism sector to adapt to digital trends and integrate E-Sports-based events into its tourism strategies.

Anahtar Kelimeler

Gen-Z E-Sports AR/VR Event Tourism

Kaynakça

  • Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew research center, 17(1), 1-7.
  • Parker, K., & Igielnik, R. (2020). What we know about Gen Z so far. Pew Research Center, 14.
  • Szymkowiak, A., Melović, B., Dabić, M., Jeganathan, K., & Kundi, G. S. (2021). Information technology and Gen Z: The role of teachers, the internet, and technology in the education of young people. Technology in society, 65, 101565.
  • Olçum, G., & Gülova, A. A. (2023). Digitalization and generation Z: Advantages and disadvantages of digitalization. In Two Faces of Digital Transformation: Technological Opportunities versus Social Threats (pp. 31-46). Emerald Publishing Limited.
  • Turner, A. (2015). Generation Z: Technology and social interest. The journal of individual Psychology, 71(2),103-113. (https://doi.org/10.1353/jip.2015.0021)
  • Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12(2), 1-10.
  • Yalçın, M. (2023). Tüketicilerin seyahat motivasyonları ile turistik ürün tercihleri arasındaki ilişkide kişilik özelliklerinin etkisi: Z kuşağı bireyleri üzerine bir araştırma(Doctoral dissertation, Balikesir University (Turkey)). (https://doi.org/10.24010/soid.1314639)
  • Popşa, R. E. (2024). Exploring the generation Z travel trends and behavior. Studies in Business and Economics, 19(1), 189-189.
  • Akel, G., & Candan, G. (2023). CONSPICUOUS CONSUMPTION AND SOCIAL MEDIA ADDICTION: THE ROLE OF SOCIAL MEDIA USAGE. Pazarlama ve Pazarlama Araştırmaları Dergisi, 16(2), 249-278. (https://doi.org/10.15659/ppad.16.2.1090517)
  • Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual reality, presence, and attitude change: Empirical evidence from tourism. Tourism management, 66, 140-154. (https://doi.org/10.1016/j.tourman.2017.12.003)
  • Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. (https://doi.org/10.1016/j.chb.2017.01.058)
  • Guttentag, D. A. (2010). Virtual reality: Applications and implications for tourism. Tourism Management, 31(5), 637–651. (https://doi.org/10.1016/j.tourman.2009.07.003)
  • Kurt, F., & Genç, V. (2025). Digital tourism: A bibliometric study of trends and research. Journal of Multidisciplinary Academic Tourism, 10(1), 121-133. (https://doi.org/10.31822/jomat.2025-10-1-121)
  • Wang, D., Park, S., & Fesenmaier, D. R. (2012). The role of smartphones in mediating the touristic experience. Journal of travel research, 51(4), 371-387. (https://doi.org/10.1177/0047287511426341)
  • Taylor, T. L. (2012). Raising the stakes: E-sports and the professionalization of computer gaming. MIT Press.
  • Funk, D. C., Pizzo, A. D., & Baker, B. J. (2018). eSport management: Embracing eSport education and research opportunities. Sport Management Review, 21(1), 7-13. (https://doi.org/10.1016/j.smr.2017.07.008)
  • Hamari, J., & Sjöblom, M. (2017). What is eSports and why do people watch it? Internet Research, 27(2), 211–232. (https://doi.org/10.1108/IntR-04-2016-0085)
  • Seo, Y. (2013). Electronic sports: A new marketing landscape of the experience economy. Journal of Marketing Management, 29(13–14), 1542–1560. (https://doi.org/10.1080/0267257X.2013.822906)
  • Dilek, S. E. (2019). E-Sport events within tourism paradigm: A conceptual discussion. International Journal of Contemporary Tourism Research, 3(1), 12-22. (https://doi.org/10.30625/ijctr.525426)
  • Beck, J. T., Rainoldi, M., & Egger, R. (2019). Virtual reality in tourism: A state-of-the-art review. Tourism Review, 74(3), 586–612. (https://doi.org/10.1108/TR-03-2017-0049)
  • León, M., Calderón, V., & Núñez, R. (2022). eSports events trend: A promising opportunity for tourism events diversification in Guayaquil. Sustainability, 14(21), 13803. (https://doi.org/10.3390/su142113803)
  • Marasco, A., Buonincontri, P., Van Niekerk, M., Orlowski, M., & Okumus, F. (2018). Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138-148. (https://doi.org/10.1016/j.jdmm.2017.12.002)
  • Mao, E. (2022). The effectiveness of event marketing in an attention economy. Journal of Promotion Management, 28(4), 513–531. (https://doi.org/10.1080/08997764.2022.2115503)
  • Kulakoğlu-Dilek, N., Kızılırmak, İ., & Dilek, S. E. (2018). Virtual Reality or Just Reality? A SWOT Analysis of the Tourism Industry. Journal of Tourismology, 4(1), 67-74.
  • Fenyves, L. (2022). Analysis of the ecosystem of E-Sport. Studia Mundi–Economica, 9(1), 9-20. (https://doi.org/10.18531/Studia.Mundi.2022.09.01.9-20)
  • Korkmaz, E., Korkmaz, A., & Çevik, H. (2024). E-spor İzleyici Motivasyon Ölçeğinin Türkçe’ye Uyarlama Çalışması. Uluslararası Bozok Spor Bilimleri Dergisi, 5(1), 201-213.
  • Yılmaz, V. (2014). Spor pazarlaması: Kuramsal yapı ve uygulama alanları. Detay Yayıncılık. https://books.google.com.tr/books?id=5TiTEQAAQBAJ
  • Mavragani, E., & Dionysios, P. (2022). Gen “Z” and tourism destination: A tourism perspective of augmented reality gaming technology. International journal of innovation and technology management, 19(05), 2241001.
  • Özbıçakçı, S. T. (2016). Esports: alternative fandom research in Turkey (Master's thesis, Bilkent Universitesi (Turkey)).
  • Akgöl, O. (2019). Spor endüstrisi ve dijitalleşme: Türkiye'deki espor yapılanması üzerine bir inceleme. Trt Akademi, 4(8), 206-224.
  • Reitman, J. G., Anderson-Coto, M. J., Wu, M., Lee, J. S., & Steinkuehler, C. (2020). Esports research: A literature review. Games and Culture, 15(1), 32-50.
  • Mangeloja, E. (2019). Economics of esports. EJBO-Electronic Journal of Business Ethics and Organization Studies, (2).
  • Chikish, Y., Carreras, M., & García, J. (2019). eSports: A new era for the sports industry and a new impulse for the research in sports (and) economics. Sports (and) economics, 477-508.
  • Kartal, M. (2020). Küreselleşme bağlamında Türkiye'de e-spor (Doctoral dissertation, Inonu University (Turkey)).
  • Alioğlu, M., & Algül, A. (2021). TÜRKİYE’DE DİJİTAL OYUN DURUMU: E-SPOR OYUNCULARININ DEĞERLENDİRMELERİYLE LEAGUE OF LEGENDS ÖRNEĞİ. İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi, 13(1), 121-154.
  • Akay, B. & Ayhan, B. (2021). Türkiye’de e-spor üzerine yapılan akademik çalışmaların içerik analizi. Uluslararası Güncel Eğitim Araştırmaları Dergisi, 7(2), 656-671.
  • Esports News7 (2024) https://changimuseum.sg/exploring-the-economic-impact-of-sponsorships-in-league-of-legends-esports/ adresinden 20.10.2025 tarihinde alınmıştır.
  • Fortnite (2019) https://www.fortnite.com/news/fortnite-world-cup-details adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts (2019) Intel Extreme Masters Katowice 2019 https://escharts.com/news/iem-katowice-2019 adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts,(2022) https://escharts.com/tr/tournaments/pubg-mobile/pubg-mobile-pro-league-turkey-spring-2022 adresinden 20.10.2025 tarihinde alınmıştır.
  • Report Kat owice (2024). https://katowice.eu/SiteAssets/biznes/convention-bureau/turystyka-biznesowa/Business_Tourism_Katowice_2024.pdf adresinden 20.10.2025 tarihinde alınmıştır.
  • Escharts (2022). https://escharts.com/tr/tournaments/pubg-mobile/pubg-mobile-pro-league-turkey-spring-2022 adresinden 20.10.2025 tarihinde alınmıştır. (pubg mobile)
  • Escharts (2023). https://escharts.com/tournaments/lol/2023-world-championship adresinden 20.10.2025 tarihinde alınmıştır. (league of legends)
  • Escharts (2023). https://escharts.com/tournaments/valorant/valorant-champions-2023-valorant adresinden 20.10.2025 tarihinde alınmıştır. (valorant)
  • Escharts (2024). https://escharts.com/tr/tournaments/csgo/iem-katowice-2024 adresinden 20.10.2025 tarihinde alınmıştır. (counter strike : global offensive)
  • Gaming in Turkey (2024) Oyun Sektörü Raporu https://www.turkiyeoyunsektoruraporu.com/tr/ adresinden 10.10.2025 tarihinde alınmıştır.
  • Grand View Research. (2023). Esports market: Merchandise & tickets revenue, 2018–2030 [Graph]. https://www.grandviewresearch.com/horizon/statistics/esports-market/revenue-source/merchandise-tickets/global adresinden 10.10.2025 tarihinde alınmıştır.
Toplam 47 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Turizm Politikası
Bölüm Araştırma Makalesi
Yazarlar

Muharrem Berat Bezek Bu kişi benim 0009-0009-6745-211X

Seray Gülertekin Genç Bu kişi benim 0000-0002-0655-2856

Gönderilme Tarihi 5 Aralık 2025
Kabul Tarihi 25 Aralık 2025
Yayımlanma Tarihi 26 Aralık 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 1 Sayı: 1

Kaynak Göster

APA Bezek, M. B., & Genç, S. G. (2025). Z Kuşağı İçin Dijital Turizm Stratejileri: E-Spor ve AR/VR Etkinliklerinin Türkiye’deki Potansiyeli. Batman Üniversitesi Turizm Fakültesi Dergisi, 1(1), 50-61.