The Role of Local Festivals from The Brochure Layout Perspectives in Creating a Destination Image: A Content Analysis Research

Öz

The scenes, small images and pictures, and introductory texts on the layout brochures of the local festivals may have profound effects on the participants. These proper pictures and introductory texts may also lead the participants emotionally involved in the indicated destination. In other words, different particular indicators displaying in the destination brochure layouts can contribute to the process of building the destination image. This study investigates the situations of the destination features which effects the perceived image in advertising the local festivals in the brochure layout of the provinces issued by the Culture and Tourism Management Offices of the Provinces. Total of 73 festival advertisements were analysed. Data analysed also displays the features of the destination which effects the perceived image. These features clasified under the 6 main heading as ‘Recreative elements’, ‘Socio-cultural elements’, ‘General atmosphere’, ‘Sustainability’, ‘Infrastructure’, ‘Natural resources’, and ‘economic factors’. 

Anahtar Kelimeler

• Destination Image,Festival,Promotion,Brochure

Destinasyon İmajı Oluşum Sürecinde Tanıtım Broşürleri Perspektifiyle Yöresel Festivallerin Rolünün İçerik Analizi İle Değerlendirilmesi

Öz

Tanıtım broşürlerinde yer alan yöresel festivallere ait görüntüler ve tanıtım metni, katılımcılar üzerinde geniş kapsamlı etkilere sahip olabilmektedir. Bu görüntüler ve tanıtım metni aracılığıyla bir ziyaretçinin bir destinasyon ile ilgili birden fazla duygusal bağlantı geliştirmesini de sağlamaktadır. Diğer bir deyişle, yöresel festivallere ait tanıtım broşürlerinde yer alan çeşitli ipuçları destinasyon imajı oluşturma sürecine katkı sağlamaktadır. Yapılan bu çalışmada; İl Kültür ve Turizm Müdürlükleri tarafından basımı gerçekleştirilen illerin tanıtım broşürlerinde yöresel festivallerin tanıtımlarında algılanan imajı etkileyen destinasyon özelliklerinin durumları araştırılmıştır. Analizler toplam 73 festival tanıtımı üzerinden gerçekleştirilmiştir. Bulgulara göre; en fazla festival Karadeniz Bölgesi’nde en az festivalde İç Anadolu Bölgesi’nde düzenlenmektedir. Düzenlenen festivaller ile turizm çeşidi ilişkisi incelendiğinde de; en fazla kültür turizmi, en az akarsu turizm kapsamında oldukları ortaya çıkmaktadır. Araştırma sonucunda, algılanan imajı etkileyen destinasyon özellikleri de altı ana başlık altında “Rekreatif Unsurlar”, “Sosyo-Kültürel Unsurlar”, “Genel Atmosfer”, “Sürdürülebilirlik”, “Altyapı”, “Doğal Kaynaklar” ve “Ekonomik Faktörler” şeklinde ortaya çıkmıştır.

Anahtar Kelimeler

• Destinasyon İmajı,Festival,Tanıtım,Broşür

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