Ulusal Turizm Tanıtımında Yapay Zeka Aracılı Yorumlama: ChatGPT ile GoTürkiye Web Sitesi Üzerine Nitel Bir Çalışma

Öz

Bu çalışma, ulusal turizm tanıtımında kullanılan dijital destinasyon anlatılarının, büyük dil modeli tabanlı bir yapay zekâ sistemi tarafından nasıl yorumlandığını ve yeniden temsil edildiğini incelemektedir. Güncel turizm iletişiminde dijital içerikler yalnızca insan kullanıcılar tarafından değil, aynı zamanda anlamı aktif biçimde şekillendiren algoritmik sistemler tarafından da işlenmektedir. Araştırma, GoTürkiye internet sitesinde yayımlanan destinasyon tanıtım metinlerine odaklanmakta ve Aralık 2025 döneminde analiz edilen bu anlatıların yapay zekâ aracılı yorumlama süreci yoluyla nasıl dönüştürüldüğünü incelemektedir. Nitel ve keşfedici bir vaka temelli araştırma deseni benimsenen çalışmada, veriler, resmî tanıtım metinlerinin standartlaştırılmış istemler aracılığıyla ChatGPT sistemine sistematik biçimde  aktarılması sonucu elde edilen çıktılardan oluşmaktadır. Bulgular, yapay zekâ tarafından üretilen anlatıların ağırlıklı olarak genelleştirilmiş ve deneyim odaklı temalar etrafında yapılandığını; buna karşılık yerel ve bağlamsal unsurların görece sınırlı biçimde temsil edildiğini göstermektedir. Bu sonuçlar, yapay zekâ sistemlerinin destinasyon anlatılarını standartlaştırma eğiliminde olduğunu ve küresel ölçekte tanınabilir turizm imgelerini önceliklendirdiğini ortaya koymaktadır. Çalışma, dijital turizm iletişimi literatürüne katkı sağlamanın yanı sıra, destinasyon pazarlama örgütlerinin daha dengeli ve bağlama duyarlı yapay zekâ destekli tanıtım stratejileri geliştirmesine yönelik pratik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Turizm ve yapay zeka
• yapay zeka
• ChatGPT
• GoTürkiye
• destinasyon pazarlaması

Artificial Intelligence Mediated Interpretation in National Tourism Promotion: A Qualitative Study of the GoTürkiye Website Using ChatGPT

Öz

This study examines how digital destination narratives used in national tourism promotion are interpreted and re-represented by a large language model–based artificial intelligence system. In contemporary tourism communication, digital content is processed not only by human users but also by algorithmic systems that actively shape meaning. Focusing on destination promotion texts published on the GoTürkiye website and analysed during December 2025, the study explores how these narratives are transformed through an AI-mediated interpretation process. Adopting a qualitative and exploratory case-based research design, the data consist of outputs generated by systematically submitting official promotional texts to ChatGPT using standardised prompts. The findings indicate that AI-generated narratives are predominantly structured around generalised and experience-oriented themes, while local and contextual elements receive comparatively limited representation. These results suggest that AI systems tend to standardise destination narratives and prioritise globally recognisable tourism imaginaries. The study contributes to the literature on digital tourism communication and offers practical insights for destination marketing organisations seeking to develop more balanced and context-sensitive AI-supported promotional strategies.

Anahtar Kelimeler

• Tourism and artificial intelligence
• artificial intelligence
• ChatGPT
• GoTürkiye
• destination marketing

Kaynakça

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