Examining the Online Image of Yozgat as an Underdeveloped Destination

Yıl 2025, Cilt: 9 Sayı: 2, 675 - 696, 25.09.2025

Handan Aytekin

https://doi.org/10.32572/guntad.1657825

Öz

Destination image forms the basis of strategies aimed at increasing the competitiveness of a destination by using its specific qualities. This study is based on the necessity of determining the current image of Yozgat as an underdeveloped destination in order to develop tourism in Yozgat province. For this purpose, the current online image of Yozgat was investigated using online qualitative data within the scope of Tripadvisor comments created by users. In the study, a total of 946 online comments published under the title of Yozgat on Tripadvisor between the first comment submission date of October 2012 and December 2024 were analyzed using the content analysis technique. The themes that emerged as a result of the content analysis are representation elements, general image and main tourist and complementary services. The main findings of this study clearly show that Yozgat has an image of an underdeveloped city based on its socio-cultural and physical conditions, that dissatisfaction is generally expressed regarding the businesses located in Yozgat, and that sufficient importance is not given to natural attractions. In the study, it was tried to guide the determination of the current situation of potential areas such as accommodation opportunities, tourist relations, service quality, natural and cultural values within the scope of online image and the determination of tourism development strategies in Yozgat. In addition, the study presents findings that will provide insight into destination studies and marketing practices.

Anahtar Kelimeler

Destination Image , Online Destination Image , User-Generated Content , Yozgat , Tripadvisor

Az Gelişmiş Bir Destinasyon Olarak Yozgat’ın Çevrim İçi İmajının Araştırılması

Öz

Destinasyon imajı, bir destinasyonun belirli niteliklerinin kullanılarak, rekabet gücünü arttırmaya yönelik stratejilerin temelini oluşturur. Bu çalışma, az gelişmiş bir destinasyon olarak Yozgat ilinde turizmin geliştirilmesine yönelik, Yozgat’ın mevcut imajının belirlenmesi gerekliliğine dayanmaktadır. Çalışmada bu amaçla, kullanıcılar tarafından oluşturulan Tripadvisor yorumları kapsamında çevrim içi nitel veriler kullanılarak Yozgat’ın mevcut çevrim içi imajı araştırılmıştır. Çalışmada, ilk yorum gönderim tarihi olan Ekim 2012 ile Aralık 2024 tarihleri arasında Tripadvisor’da Yozgat başlığı altında yayınlanan toplam 946 çevrim içi yorum tematik analiz tekniği kullanılarak analiz edilmiştir. Tematik analiz sonucu ortaya çıkan temalar; temsil öğeleri, genel imaj, ana turistik ve tamamlayıcı hizmetlerdir. Bu çalışmanın ana bulguları, Yozgat’ın sosyo-kültürel ve fiziki koşulları temelinde gelişmemiş bir şehir imajına sahip olduğunu, Yozgat’ta yer alan işletmelerle ilgili ağırlıklı olarak memnuniyetsizliğin ifade edildiğini ve doğal çekiciliklere yeterince önem verilmediğini açıkça ortaya koymaktadır. Çalışmada, iyileştirme için konaklama imkânları, turistik ilişkiler, hizmet kalitesi, doğal ve kültürel değerler gibi potansiyel alanların, çevrim içi imaj kapsamında, mevcut durumunun saptanmasına ve Yozgat’ta turizmin geliştirilme stratejilerinin belirlenmesine yol gösterici olunmaya çalışılmıştır. Ayrıca çalışma, destinasyon çalışmaları ve pazarlama uygulamaları için önemli çıkarımlar sağlayacak bulgular sunmaktadır.

Anahtar Kelimeler

Destinasyon imajı , Çevrimiçi Destinasyon İmajı , Kullanıcı Türevli İçerik , Yozgat , Tripadvisor

Kaynakça

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