YouTube Seyahat Vloglarında Antalya’nın Uluslararası Dijital Destinasyon İmajı

Öz

Bu çalışmanın amacı, YouTube’da yayımlanan kullanıcı kaynaklı seyahat vlogları aracılığıyla Antalya destinasyonunun uluslararası dijital imajını ortaya koymaktır. Çalışmada Ocak 2020–Haziran 2025 tarihleri arasında yayınlanmış uluslararası 14 seyahat vlogu nitel araştırma yöntemlerinden içerik analizi yöntemiyle değerlendirilmiştir. Araştırma grubunu, Antalya’yı doğrudan deneyimlemiş ve yerel halktan olmayan bireysel içerik üreticilerine ait videolar oluşturmaktadır. Elde edilen bulgular Antalya’nın tarihî mirası, doğal güzellikleri, deniz-kum-güneş imkânları, gastronomisi ve konaklama altyapısı gibi destinasyonun somut ve bilgiye dayalı yönleri üzerinden şekillenen güçlü bir bilişsel imaja yani sahip olduğunu ortaya koymaktadır. Vlog içeriklerinde en fazla öne çıkan cazibe unsurları Kaleiçi, Hadrian Kapısı, Aspendos, Konyaaltı ve Lara plajları ile Düden Şelalesi gibi çekim merkezleridir. Vloglarda sıklıkla dile getirilen olumsuzluklar ise sıcak hava, aşırı kalabalık, ulaşım zorlukları ve iletişimde yaşanan yabancı dil problemidir. Vloglarda anlatımlar hem bilgi verici hem de duygusal nitelikleriyle Antalya destinasyon imajının bilişsel ve duyuşsal boyutlarını eşzamanlı olarak yansıtmaktadır. YouTube vloglarında yer alan bu dijital anlatılar Antalya’nın otantik, doğal ve duygusal yönlerini ön plana çıkararak, destinasyonun uluslararası düzeydeki algılanışına anlamlı katkılar sunmaktadır.

Anahtar Kelimeler

• Destinasyon İmajı
• Seyahat Vlogları
• YouTube
• İçerik Analizi
• Antalya

The International Digital Destination Image of Antalya in YouTube Travel Vlogs

Öz

This study attempts to clarify the global digital representation of Antalya as a destination using user-generated travel vlogs on YouTube. The study assessed 14 international trip vlogs released from January 2020 to June 2025 through content analysis, a qualitative research method. The study group comprises videos from individual content makers who have directly experienced Antalya and are not part of the local populace. The results indicate that Antalya has a robust cognitive image influenced by tangible and knowledge-driven elements of the location, including its historical heritage, natural beauty, beach-related activities, gastronomy, and lodging facilities. The primary attractions in vlog content are filming spots such as Kaleiçi, Hadrian's Gate, Aspendos, Konyaaltı and Lara beaches, and Düden Waterfall. The most commonly cited drawbacks in vlogs include high temperatures, congestion, transportation challenges, and language barriers in communication. The narratives in vlogs encapsulate both the cognitive and affective aspects of Antalya's destination image, characterized by their informational and emotional attributes. The YouTube vlogs showcase Antalya's genuine, natural, and emotional qualities, significantly enhancing the destination's international impression.

Anahtar Kelimeler

• Destination Image
• Travel Vlogs
• YouTube
• Content Analysis
• Antalya

Kaynakça

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