UNESCO Miras Alanlarına Yönelik Çevrimiçi Aramalar: Ziyaretçi Ülkelerin Kümeleme Analizi

Yıl 2025, Cilt: 9 Sayı: 2, 99 - 113, 27.12.2025

Duygu İritaş , Ahmet Çilingirtürk

https://doi.org/10.58670/ijgtr.1777804

Öz

Bu çalışma, Türkiye'nin UNESCO Dünya Mirası Alanları’na yönelik uluslararası çevrimiçi arama ilgisini analiz etmek için Google Trends verilerini kullanmaktadır. Çalışmanın amacı, bu kültürel varlıklara olan çevrimiçi ilgiye dayanarak, farklı ülkeleri benzersiz gruplar halinde kümelemektir. 2017-2022 yılları arasında Türkiye'nin ana turist pazarlarını oluşturan 60 ülkedeki 21 miras alanına ilişkin arama eğilimlerini inceleyen bu araştırma, panel veri kümeleme metodolojisini kullanarak üç küme belirlemiştir. Bulgular, çevrimiçi ilginin her zaman fiili turist ziyaretlerine dönüşmediğini ve bu iki veri kaynağı arasında önemli bir tutarsızlık olduğunu göstermektedir. Çalışma, politika yapıcılar ve turizm sektörü paydaşları için, sürdürülebilir kültürel turizmi teşvik etmek ve pazarlama stratejilerini geliştirmek amacıyla veriye dayalı stratejik önerilerle sona ermektedir.

Anahtar Kelimeler

UNESCO Dünya Mirası Alanları , Google Trends , Panel Veri , Kümeleme Analizi

Etik Beyan

Etik beyan gerektirecek veri toplama süreci yoktur. İnternetten ikincil veriler kullanılmıştır.

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

Online Search for UNESCO Heritage Sites: A Cluster Analysis of Guest Countries

Öz

This study leverages Google Trends data to analyze international online search interest in Turkey's UNESCO World Heritage Sites, aiming to identify distinct country clusters based on their engagement with these cultural assets. The research examines search trends for 21 heritage sites across 60 countries that constitute Turkey's primary tourist markets in 2023. Using a panel data clustering methodology, the study identifies three main clusters of countries with varying levels and types of interest. The findings highlight a significant disparity between online interest and actual tourist arrivals, suggesting that awareness does not always translate into visitation. The paper concludes with data-driven strategic recommendations for policymakers and tourism stakeholders to enhance marketing strategies and promote sustainable cultural tourism in Turkey.

Anahtar Kelimeler

UNESCO World Heritage Sites , Google Trends , Panel Data , Clustering Analysis

Etik Beyan

This study did not involve primary data collection from human participants; therefore, it did not require an ethics committee approval. The analysis was conducted solely on publicly available secondary data from the internet.

Destekleyen Kurum

Non

Proje Numarası

Yok

Teşekkür

Non

Kaynakça

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