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

Yıl 2020, Cilt: 15 Sayı: 57, 24 - 37, 31.01.2020

Gencay Saatcı

https://doi.org/10.19168/jyasar.558977

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

Kaynakça

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