Pandemi Sonrası Turizmde Toparlanma: Destinasyon Yönetimi Stratejilerine Yönelik Tematik Bir Analiz

Öz

COVID-19, modern turizm sektörüne kayıtlara geçen en sert darbeyi vurmuştur. 2020 yılında uluslararası ziyaretçi sayıları yaklaşık %74 oranında (önceki seviyelerin yaklaşık dörtte birine) düşmüş ve turizm gelirleri tahminen 1,3 trilyon ABD doları azalmıştır. Toparlanma süreci genel toplamda hızlı olsa da bölgeler ve destinasyonlar arasında büyük farklılıklar göstermiştir: 2024 yılına gelindiğinde ziyaretçi sayıları pandemi öncesi seviyelerin %99'una (1,4 milyar seyahat, 1,6 trilyon ABD doları gelir) ulaşmış olsa da bu genel tablonun ardındaki seyir, bölgelere ve destinasyonlara göre önemli ölçüde farklılık göstermiştir. Bu çalışma, destinasyon yönetim örgütlerinin (DYÖ) toparlanma sürecinde fiilen neler yaptıklarını ve bazı stratejilerin neden belirli yerlerde başarılı olurken diğerlerinde sonuç vermediğini ele almaktadır. 38 hakemli makale, UN Tourism (Dünya Turizm Örgütü), OECD ile diğer ulusal ve uluslararası kuruluşlara ait 17 gri literatür kaynağı ve 13 destinasyon vakasına dayanan bu çalışma; 2020 ile 2025 yılları arasında belgelenen iyileşme/toparlanma uygulamalarına Braun ve Clarke'ın refleksif tematik analizini uygulamaktadır. Analiz sonucunda birbiriyle ilişkili sekiz tema ortaya çıkmıştır: kriz yönetişimi ve DYÖ iletişimi; dayanıklılığın hayata geçirilmesi; iç turizme yönelme; sağlık ve güvenlik sertifikasyon sistemleri; dijital ve temassız dönüşüm; sürdürülebilir ve yenileyici (rejeneratif) yeniden yapılanma; iş gücü güvencesizliği ve beceri açıkları; ile kamu-özel sektör ortaklıkları ve paydaşlarla ortak değer yaratma. Kanıtlarda öne çıkan genel eğilim, herhangi bir tekil önlemin toparlanmayı tek başına sağlamadığı; aksine destinasyonların doğru zamanda uygulanan ve kendi yönetim kapasitelerine, ekonomik yapılarına ve pandemi öncesindeki konumlarına uygun önlemleri birleştirerek toparlandığıdır. Çalışma; pandemi dönemindeki destinasyon yönetimine ilişkin ilk bütüncül sentezlerden birini, gelecekteki şoklarla karşılaşacak Destinasyon Yönetim Örgütleri (DMO'lar) için pratik bir çerçeveyi ve sürdürülebilirlik, adalet ile iş gücü konularında araştırmaların halen yetersiz kaldığı alanların bir haritasını sunmaktadır.

Anahtar Kelimeler

• Pandemi Sonrası Toparlanma
• Destinasyon Yönetimi
• Turizmde Dayanıklılık
• Tematik Analiz
• COVID-19
• Sürdürülebilir Turizm
• DMO Stratejisi
• Kriz Yönetimi

Proje Numarası

1

Post-Pandemic Tourism Recovery: A Thematic Analysis of Destination Management Strategies

Öz

COVID-19 dealt modern tourism its sharpest shock on record. International arrivals fell by roughly 74 per cent in 2020 — about a quarter of what they had been — and receipts dropped by an estimated US$1.3 trillion. Recovery, when it came, was fast in aggregate but deeply uneven: by 2024 arrivals had returned to 99 per cent of pre-pandemic levels (1.4 billion trips, US$1.6 trillion in receipts), yet the trajectories behind that headline diverged widely across regions and types of destination. This paper asks what destination management organisations actually did to recover, and why some strategies worked in some places and not others. Drawing on 38 peer-reviewed articles, 17 grey-literature sources from UN Tourism, the OECD, and other international and national bodies, and 13 destination cases, it applies Braun and Clarke's reflexive thematic analysis to recovery practice documented between 2020 and 2025. Eight interrelated themes emerge: crisis governance and DMO communication; resilience operationalisation; the domestic-tourism pivot; health and safety certification regimes; digital and contactless transformation; the sustainable and regenerative reset; workforce precarity and skills shortages; and public–private partnerships and stakeholder co-creation. The pattern that runs through the evidence is not that any single measure drove recovery, but that destinations recovered by combining measures timed to the moment, and fitted to their own governance capacity, economic structure, and pre-pandemic position. The paper offers one of the first integrative syntheses of pandemic-era destination management, a practical framework for DMOs facing future shocks, and a map of where the research still falls short on questions of sustainability, equity, and labour.

Anahtar Kelimeler

• Post-Pandemic Recovery
• Destination Management
• Tourism Resilience
• Thematic Analysis
• COVID-19
• Sustainable Tourism
• DMO Strategy
• Crisis Management

Proje Numarası

1

Kaynakça

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