Dünyayı Özgürce Gezmek Mi? Global Destinasyon Pazarlamasında Pandeminin Yarattığı Panik Durumunun Gezgin Davranışları Üzerindeki Rolü: Türkiye Örneği

Öz

Destinasyon faaliyetlerinin bireylerin/gezginlerin planladıkları seyahat ve turistik gezileri açısından öneminden dolayı, yönetilmesi ve planlanması gereken bir durum olarak değerlendirilmesi gerekmektedir. Geçmiş yıllarda bir takım farklı etkilerden ve günümüzde yaşanan salgın hastalık kaynaklı olumsuzluklardan etkilenen destinasyon pazarlamacılarının karşılaştığı zorluklar giderek büyümektedir. Bu makalede konuya ilişkin kavramsal tanımlar ve salgının dünyadaki genel durumu anlatılmış. Ardından da Türkiye örnekleminde gezginlerin/tüketicilerin destinasyon faaliyetleri bağlamında değişen davranışları sağlık anksiyetesi açısından değerlendirilmiştir. Ulusal ya da uluslararası düzeyde dolaşıma olanak vermeyen salgın hastalığın ekonomik boyutları ile birlikte insanların üzerindeki psikolojik baskılar da destinasyon faaliyetlerinin karşısında engel teşkil etmektedir. Çalışmada elde edilen veriler de sağlık anksiyetesi taşıyan gezginlerin/tüketicilerin destinasyon tüketiminden kaçındığını ortaya konmuştur. Bu çalışmanın sonuçlarına göre, bireylerin sağlık anksiyetesi düzeyleri, pandemi sürecine bağlı olarak artmış olsa da, uluslararası seyahatten kaçınmaları daha ziyade yasal kısıtlamalardan kaynaklanmaktadır. Elbette, bireylerin yaşam standartlarını, hijyen algılarını değiştirmiş olduğu gözlenmiştir ancak, yasal kısıtlamaların salgının korkutuculuğundan daha efektif bir biçimde seyahatten kaçınmaya yol açtığı görülmüştür. Çalışma kapsamında yapılan anket sonucunda, bireylerin pandemi sürecinde hem ekonomik hem de sağlıkla ilgili kaygılar sebebiyle destinasyon faaliyetlerinden kaçındığı tespit edilmiştir. Ayrıca bu sürecin olumsuz etkilenmesi, hükümet tarafından alınan kısıtlamalar ve önlemlerle ilişkilidir.

Anahtar Kelimeler

• Covid-19
• Destinasyon Pazarlaması
• Sağlık Anksiyetesi

Traveling The World Freely? The Role of Pandemic Panic on Traveler Behavior in Global Destination Marketing: The Case of Turkey

Öz

Since destination activities hold a great importance in terms of the travel and touristic trips planned by individuals and travelers, they should be considered as a fact to be managed and planned. The difficulties faced by the destination marketers, who have been affected by some different effects in the past years and the adverse effects of today's pandemic, are growing. This paper describes the conceptual definitions of the subject and the general situation of the pandemic in the world. Afterwards, the current study evaluates the changing behaviors of consumers and travelers in terms of health anxiety in the context of destination activities in the case of Turkey. Furthermore, the economic dimensions of the pandemic, which make it impossible to travel at the national or international levels, and the psychological pressures on people inhibit destination activities. The data obtained from the study have revealed that travelers and consumers with health anxiety avoid destination consumption. The results have indicated that although individuals' health anxiety levels have increased due to the pandemic, their avoidance of international travel is more due to legal restrictions. Although the results have revealed that individuals have changed their living standards and perceptions of hygiene, legal restrictions have led to avoidance of travel more effectively than the fear of the pandemic. The results of the survey have determined that individuals have avoided destination activities during the pandemic due to both economic and health concerns. Furthermore, the negative impact of this process is related to the restrictions and measures taken by the government.

Anahtar Kelimeler

• Covid-19
• Destination Marketing
• Health Anxiety

Kaynakça

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