TURİZMDE HİKÂYE ANLATIMININ YERİ VE ÖNEMİ ÜZERİNE BİR DEĞERLENDİRME

Öz

Hikâye anlatımı son yıllarda turizmin önemli bir yönü haline gelmiştir. Birçok araştırmacı, bir yer duygusu yaratmada ve turistleri yerel kültür ve tarihle ilişkilendirmede hikâye anlatımının rolünü vurgulamaktadır. Literatüre bakıldığında kişisel anekdotlar, mitler ve efsaneler ile tarihi anlatıların turizm bağlamında kullanımı incelenmiştir. Ayrıca hikâye anlatımı ve turist memnuniyeti arasındaki ilişkinin de hikâye anlatımının genel turist deneyimini geliştirebileceğini öne süren kanıtlarla araştırıldığı görülmektedir. Bununla birlikte, literatürde, teknolojinin hikâye anlatımı üzerindeki etkisini ve hikâyelerin izleyicilerin ilgisini çekmedeki etkililiğini destekleyen psikolojik mekanizmaları keşfetme ihtiyacı gibi bazı boşluklar da vardır. Bu araştırmada literatür taranarak hikâye anlatımının turizmde yeri ve önemine vurgu yapan kavramlar ve temalar ortaya konulmuş, turizm pazarlaması ve markalaşması için önemli bir araç olduğu vurgulanmış ve bu bağlamda potansiyeli ve sınırlamaları konusundaki anlayışımızı derinleştirmek için daha fazla araştırmaya ihtiyaç olduğu ortaya konulmuştur.

Anahtar Kelimeler

• Hikâye anlatımı
• Turizm pazarlaması
• Destinasyon
• Konaklama
• Seyahat

Evaluation on the Role and the Importance of Storytelling in Tourism

Öz

Storytelling has become an important aspect of tourism in recent years. Many researchers emphasize the role of storytelling in creating a sense of place and connecting tourists with local culture and history. When the literature is examined, the use of personal anecdotes, myths and legends and historical narratives in the context of tourism has been examined. It also appears that the relationship between storytelling and tourist satisfaction has been explored, with evidence suggesting that storytelling can improve the overall tourist experience. However, there are also some gaps in the literature, such as the need to explore the impact of technology on storytelling and the psychological mechanisms that underpin the effectiveness of stories in engaging audiences. In the study, it is aimed to reveal where these gaps are, to shed light on the current situation and to develop suggestions on how to close the deficiencies in the future. In the research, the main concepts of storytelling and themes emphasizing the importance of storytelling in tourism were revealed by looking at the international literature, with the exception of the national literature, which has insufficient original value, and it was also emphasized that storytelling is an important tool for tourism marketing and branding. In this context, it has been demonstrated that more research is needed to deepen the understanding of the potential and limitations of storytelling in tourism.

Anahtar Kelimeler

• Storytelling
• Tourism Marketing
• Destination
• Hospitality
• Travel.

Kaynakça

1. Aaker, J. (1997). Dimensions of Brand Personality,” Journal of Marketing Research, 34 (3), 347-356. The Malleable Self: The Role of Self-Expression in Persuasion,” Journal of Marketing Research, 36(1), 45-57.
2. Aas, C., Ladkin, A., & Fletcher, J. (2005). Stakeholder Collaboration and Heritage Management. Annals of Tourism Research, 32(1), 28-48.
3. Abson, D. J., von Wehrden, H., Baumgärtner, S., Fischer, J., Hanspach, J., & Härdtle, W. (2014). Ecosystem Services as a Boundary Object for Sustainability. Ecological Economics, 103, 29-37.
4. Agarwal, S., Busby, G., & Huang, R. (2018). Special Interest Tourism: Concepts, Contexts and Cases. CABI.
5. Allan, S., & Thorsen, E. (Eds.). (2009). Citizen Journalism: Global Perspectives (Vol. 1). Peter Lang.
6. Ashworth, G. J. (2003). Urban Tourism: Still an Imbalanc. In Classic Reviews in Tourism (pp. 143-163). Channel View Clevedon.
7. Batson, C. D., & Shaw, L. L. (1991). Evidence for Altruism: Toward a Pluralism of Prosocial Motives. Psychological inquiry, 2(2), 107-122.
8. Beeton, S. (2005). Film-induced Tourism. Channel View Publications.

9. Bianchini, F., & Parkinson, M. (1993). Cultural Policy and Urban Regeneration: The West European Experience. Manchester University Press.
10. Brewer, P. R. (2014). Storytelling, Social Media, and the 2012 Presidential Election. American Behavioral Scientist, 58(10), 1311-1325.
11. Brown, D. M. (2010). Communicating Design: Developing Web Site Documentation for design and Planning. New Riders.
12. Bruner, J. (1990). Acts of Meaning. Harvard University Press.
13. Bruner, J. (1991). The Narrative Construction Of Reality. Critical İnquiry, 18(1), 1-21.
14. Buckley, R. (2012). Rush as a Key Motivation in Skilled Adventure Tourism: Resolving the Risk Recreation Paradox. Tourism Management, 33(4), 961-970.
15. Budeanu, A. (2005). Impacts and Responsibilities for Sustainable Tourism: A Tour Operator’s Perspective. Journal of Cleaner Production, 13(2), 89-97.
16. Cai, L.A., & O’Leary, J.T. (2019). Crafting Authentic Tourist Experiences: Using Narrative Theory to Explore Tourist Perceptions of Destination Authenticity. Journal of Destination Marketing & Management, 11, 88-98.
17. Carr, A. (2013). Using Narrative Inquiry to Explore The Impact of Tourism on Communities. Journal of Sustainable Tourism, 21(5), 623-640.
18. Charon, R. (2001). Narrative Medicine: A Model for Empathy, Reflection, Profession, and Trust. Jama, 286(15), 1897-1902.
19. Chen, C. C., Petrick, J. F., & Shahvali, M. (2016). Tourism Experiences as a Stress Reliever: Examining the Effects of Tourism Recovery Experiences on Life Satisfaction. Journal of Travel Research, 55(2), 150-160.
20. Chen, Y.C., & Phou, S. (2013). A Closer Examination of Destination: Image, Personality, Relationship, and Loyalty. Tourism Management, 36, 269-278.
21. Choi, Y., & Kim, W. (2016). The Impact of Visual Storytelling on Destination Image: Comparing Social Media and Travel Blogs. Asia Pacific Journal of Tourism Research, 21(9), 972-996.
22. Clandinin, D. J., & Connelly, F. M. (2000). Narrative Inquiry: Experience and Story in Qualitative Research. Jossey-Bass.
23. Cohen, L., & Kruger, L. M. (2016). The Art of Storytelling: Easy Steps to Presenting an Unforgettable Story. Rowman & Littlefield.
24. Cole, T. R., & Knowles, G. J. (2016). Lives and Legends of The Saints: An Illustrated History for Children. University of Notre Dame Press.
25. Connell, J. (2006). Medical Tourism: Sea, Sun, Sand and… Surgery. Tourism Management, 27(6), 1093-1100.
26. Connell, J. (2011). Medical Tourism. CABI.
27. Costa, C. (2005). Tourism Business Frontiers: Consumers, Products and Industry. Taylor & Francis.
28. Cox, R. (2013). Environmental Communication and the Public Sphere. Sage.
29. Dahles, H. (2013). Tourism, Heritage and National Culture in Java: Dilemmas of a Local Community. Routledge.
30. Dann, G. M. (2016). Storytelling Tourism. Annals of Tourism Research, 58, 1-3.
31. Denning, S. (2004). Telling Tales. Harvard Business Review, 82(5), 122-129.
32. Denning, S. (2005). The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative. John Wiley & Sons.
33. Duarte, N. (2013). Resonate: Present Visual Stories that Transform Audiences. John Wiley & Sons.
34. Escalas, J. E. (2004). Narrative Processing: Building Consumer Connections to Brands. Journal of Consumer Psychology, 14(1-2), 168-180
35. Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.
36. Fennell, D. A. (2008). Ecotourism and the Myth of İndigenous Stewardship. Journal of Sustainable Tourism, 16(2), 129-149.
37. Fennell, D. A. (2014). Ecotourism. Routledge.
38. Fernandes, C. (2017). Exploring The Relationship Between Storytelling and Destination Branding. Journal of Destination Marketing & Management, 6(2), 108-115.
39. Foley, M., & Lennon, J. J. (2000). Dark Tourism. Continuum.
40. Fullerton, T. (2014). Game Design Workshop: A Playcentric Approach to Creating Innovative Games. CRC press.
41. Gamson, W. A., & Modigliani, A. (1989). Media Discourse and Public Opinion on Nuclear Power: A Constructionist Approach. American Journal of Sociology, 95(1), 1-37.
42. Getz, D. (2008). Event Tourism: Definition, Evolution, and Research. Tourism Management, 29(3), 403-428.
43. Gottschall, J. (2012). The Storytelling Animal: How Stories Make Us Human. Houghton Mifflin Harcourt.
44. Govers, R., & Go, F. (2014). Place Branding: A Research Agenda. Annals of Tourism Research, 48, 1-19.
45. Govers, R., & Go, F. (2016). Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. Springer.
46. Gössling, S., Hall, C. M., & Weaver, D. B. (2009). Sustainable Tourism Futures: Perspectives on Systems, Restructuring and Innovations. İçinde Sustainable Tourism Futures (pp. 21-36). Routledge.
47. Gössling, S., Scott, D., & Hall, C. M. (2020). Tourism and Water: Interactions, Impacts and Challenges. Channel View.
48. Grant, A. M., & Gino, F. (2010). A Little Thanks Goes s Long Way: Explaining Why Gratitude Expre ssions Motivate Prosocial Behavior. Journal of Personality and Social Psychology, 98(6), 946.
49. Green, G. P., & Haines, A. (2015). Asset Building & Community Development. Sage Publications.
50. Gretzel, U., & Yoo, K.H. (2013). Use and Impact of Online Travel Reviews. İçinde M. Sigala, E. Christou, & U. Gretzel (Ed.), Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases (ss. 35-50). Ashgate Publishing.
51. Gudykunst, W., & Kim, Y. Y. (2003). Communicating with Strangers: An Approach to Intercultural Communication. 4-th ed. New York: McGraw Hill.
52. Hall, C. M., & Mitchell, R. (2000). Wine Tourism in The Mediterranean: A Tool for Restructuring and Development. Thunderbird International Business Review, 42(4), 445-465.
53. Hall, D., & Richards, G. (2000). The Community: A Sustainable Concept in Tourism Development. Tourism and Sustainable Community Development, 12, 48-59.
54. Hanna, S., & Rowley, J. (2011). Towards a Strategic Place Brand-Management Model. Journal of Marketing Management, 27(5-6), 458-476.
55. Hassett, J., & Lennox, C. (2015). The Storytelling Handbook: A Young People’s Guide to Promoting Storytelling and Developing Performance Skills. Intellect Books.
56. Herman, J. L. (2015). Trauma and Recovery: The Aftermath of Violence--from Domestic Abuse to Political Terror. Hachette uK.
57. Higham, J., & Hinch, T. (2018). Sport Tourism Development (Vol. 84). Channel View Publications.
58. Hosany, S. (2012). Appraisal Determinants of Tourist Emotional Responses. Journal of Travel Research, 51(3), 303-314.
59. Hudson, S. (2017). Storytelling in Tourism and Hospitality: A Review of The Literature. Tourism and Hospitality Research, 17(1), 1-13.
60. Hudson, S. (2017). Tourism and Hospitality Marketing: A Global Perspective. Sage Publications.
61. Hudson, S. (2017). Tourism and Tourist Attractions. İçinde J. T. O’Connor & R. W. Schafer (Ed.), The Routledge Handbook of Tourism Research (ss. 148-162). Routledge.
62. Kastenholz, E., & Gronau, W. (2022). Enhancing Competences for Co-Creating Appealing and Meaningful Cultural Heritage Experiences in Tourism. Journal of Hospitality & Tourism Research, 46(8), 1519-1544.
63. Kaufman, J. C., & Beghetto, R. A. (2009). Beyond Big and Little: The Four C Model of Creativity. Review of General Psychology, 13(1), 1-12.
64. Kim, J. H., Ritchie, J. B., & Mccormick, B. (2012). Development of a Scale to Measure Memorable Tourism Experiences. Journal of Travel Research, 51(1), 12-25.
65. Kim, S. S., & Petrick, J. F. (2005). Residents’ Perceptions on Impacts of the FIFA 2002 World Cup: The Case of Seoul as a Host City. Tourism Management, 26(1), 25-38.
66. Klein, G. (1998). Sources of Power: How People Make decisions MIT Press Cambridge MA.
67. Kohn, E. (2013). How Forests Think: Toward an Anthropology beyond the Human. Univ of California Press.
68. Koo, C., Kim, Y., & Lee, H. (2019). Augmented Reality as a New Approach for Destination Marketing: Focused on 2030 Generation. Sustainability, 11(17), 4659.
69. Kovach, B., & Rosenstiel, T. (2014). The Elements of Journalism: What Newspeople Should Know and the Public Should Expect. Three Rivers Press.
70. Kucirkova, N. (2014). iPads in Early Education: Separating Assumptions and Evidence. Frontiers in Psychology, 5, 715.
71. Lambert, J., & Hessler, B. (2018). Digital Storytelling: Capturing Lives, Creating Community. Routledge.
72. Lane, B. (1994). What Is Rural Tourism?. Journal of Sustainable Tourism, 2(1-2), 7-21.
73. Lederach, J. P. (1997). Sustainable Reconciliation in Divided Societies. Washington, DC: USIP.
74. Lederach, J. P. (2005). The Moral Imagination: The Art and Soul of Building Peace. Oxford University Press.
75. Long, L. M. (2004). Culinary Tourism. University Press of Kentucky.
76. Lunt, N., & Carrera, P. (2010). Medical Tourism: Assessing the Evidence on Treatment Abroad. Maturitas, 66(1), 27-32.
77. Macionis, N. (2004). Understanding the Film-Induced Tourist. İçinde International Tourism and Media Conference
78. Proceedings, 24(1), 86-97. Melbourne: Tourism Research Unit, Monash University.
79. Mar, R. A., & Oatley, K. (2008). The Function of Fiction is the Abstraction and Simulation of Social Experience. Perspectives on Psychological Science, 3(3), 173-192.
80. Matarrita-Cascante, D., Brennan, M. A., & Luloff, A. E. (2010). Community Agency and Sustainable Tourism Development: The Case of La Fortuna, Costa Rica. Journal of Sustainable Tourism, 18(6), 735-756.
81. McAdams, D. P. (2001). The Psychology of Life Stories. Review of General Psychology. 5 (2).
82. Mccabe, S., & Diekmann, A. (2015). Storytelling: An Overlooked Method of Qualitative Research. Journal of Business Research, 68(9), 1895-1902.
83. Mckee, R. (1997). Story: Substance, Structure, Style, and The Principles of Screenwriting. Harpercollins Publishers.
84. McLean, K. C., & Pratt, M. W. (2006). Life’s Little (and Big) Lessons: Identity Statuses and Meaning-Making in the Turning Point Narratives of Emerging Adults. Developmental Psychology, 42(4), 714.
85. McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6-23.
86. Miller, G., Rathouse, K., Scarles, C., Holmes, K., & Tribe, J. (2010). Public Understanding of Sustainable Tourism. Annals of Tourism Research, 37(3), 627-645.
87. Mody, M. A., Suess, C., & Lehto, X. (2017). The Accommodation Experiencescape: A Comparative Assessment of Hotels and Airbnb. International Journal of Contemporary Hospitality Management.
88. Morgan, N., Pritchard, A., & Pride, R. (2007). Destination Branding. Routledge.
89. Mossberg, L. (2008). Extraordinary Experiences Through Storytelling. Scandinavian Journal of Hospitality and Tourism, 8(3), 195-210.
90. Munar, A. M. (2011). Reflections on Narrative Research in Tourism. Annals of Tourism Research, 38(4), 1367-1370.
91. Murphy, P. E. (1985). Tourism: A Community Approach (RLE Tourism). Routledge.
92. Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Technology as a Catalyst of Change: Enablers and Barriers of the Tourist Experience and Their Consequences. İçinde Information and Communication Technologies in Tourism 2015: Proceedings of the International Conference in Lugano, Switzerland, Şubat 3-6, 2015 (ss. 789-802). Springer International Publishing.
93. Ochs, E., & Capps, L. (2009). Living Narrative: Creating Lives in Everyday Storytelling. Harvard University Press.
94. Okumus, F., Kock, G., Scantlebury, M. M., & Okumus, B. (2013). Using Local Cuisines When Promoting Small Caribbean Island Destinations. Journal of Travel & Tourism Marketing, 30(4), 410-429.
95. Olsen, D. H., & Timothy, D. J. (2006). Tourism and Religious Journeys. İçinde Tourism, Religion and Spiritual Journeys (pp. 1-21). Routledge.
96. Pennebaker, J. W., & Smyth, J. M. (2016). Opening Up by Writing It Down: How Expressive Writing İmproves Health and Eases Emotional Pain. Guilford Publications.
97. Pennington, N., & Hastie, R. (1992). Explaining the evidence: Tests of the Story Model for Juror Decision Making. Journal of Personality and Social Psychology, 62(2), 189.
98. Petty, R. E., & Cacioppo, J. T. (2012). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer Science & Business Media.
99. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy (Vol. 76, No. 4, pp. 97-105). Harvard Business Review Press.
100. Polletta, F. (1998). “It was like a fever…” Narrative and Identity in Social Protest. Social Problems, 45(2), 137-159.
101. Richards, G. (2011). Creativity and Tourism: The State of the Art. Annals of Tourism Research, 38(4), 1225-1253.
102. Schank, R. C., & Abelson, R. P. (1995). Knowledge and memory: The real story. İçinde R S. Wyer Jr. (Ed.), Advances in Social Cognition, sayı 8, ss. 1-85. Lawrence Erlbaum Associates.
103. Segel, E., & Heer, J. (2010). Narrative Visualization: Telling Stories with Data. IEEE Transactions on Visualization and Computer Graphics, 16(6), 1139-1148.
104. Sénéchal, M., & LeFevre, J. A. (2002). Parental Involvement in the Development of Children’s Reading Skill: A Five‐ Year Longitudinal Study. Child Development, 73(2), 445-460. Sharpley, R., & Stone, P. R. (2009). The Darker Side of Travel: The Theory and Practice of Dark Tourism (Vol. 41). Channel View Publications.
105. Sharpley, R., & Vass, A. (2006). Tourism, Farming and Diversification: An Attitudinal Study. Tourism Management, 27(5), 1040-1052.
106. Sigala, M., Christou, E., & Gretzel, U. (2012). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Ashgate Publishing.
107. Sims, R. (2009). Food, Place and Authenticity: Local Food and The Sustainable Tourism Experience. Journal of Sustainable Tourism, 17(3), 321-336.
108. Sirakaya, E., & Woodside, A. G. (2005). Building and Testing Theories of Decision Making by Travellers. Tourism Management, 26(6), 815-832.
109. Sloan, D. M., Marx, B. P., & Epstein, E. M. (2005). Further Examination of the Exposure Model Underlying the Efficacy of Written Emotional Disclosure. Journal of Consulting and Clinical Psychology, 73(3), 549.
110. Stone, P. R. (2006). A Dark Tourism Spectrum: Towards a Typology of Death and Macabre Related Tourist Sites, Attractions and Exhibitions. Tourism: An International Interdisciplinary Journal, 54(2), 145-160.
111. Swarbrooke, J. (2003). Adventure Tourism: The New Frontier. Routledge.
112. Tilden, F. (1977). Interpreting Our Heritage. Univ of North Carolina Press.
113. Timothy, D. J., & Boyd, S. W. (2003). Heritage Tourism. Pearson Education.
114. Timothy, D. J., & Boyd, S. W. (2006). Heritage Tourism in the 21st Century: Valued Traditions and New Perspectives. Journal of Heritage Tourism, 1(1), 1-16.
115. Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating Tourist Experiences: Access to Places via Shared Videos. Annals of Tourism Research, 36(1), 24-40.
116. Tussyadiah, I. P., Wang, D., Jung, T. H., & Tom Dieck, M. C. (2018). Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism. Tourism Management, 66, 140-154.
117. Wang, D., Li, X. R., & Li, Y. (2013). China’s “Smart Tourism Destination” Initiative: A Taste of The Service-Dominant Logic. Journal of Destination Marketing & Management, 2(2), 59-61.
118. Wang, D., & Ye, Q. (2019). Tourism Storytelling as an Experiential Marketing Strategy: A Conceptual Framework and Case Study. Journal of Destination Marketing & Management, 12, 14-23.
119. Wearing, S., & McGehee, N. G. (2013). Volunteer Tourism: A Review. Tourism Management, 38, 120-130.
120. Weaver, D. B. (2001). Ecotourism as Mass Tourism: Contradiction or Reality?. Cornell Hotel and Restaurant Administration Quarterly, 42(2), 104-112.
121. Whitford, M. M., & Ruhanen, L. M. (2010). Australian Indigenous Tourism Policy: Practical and Sustainable Policies?. Journal of Sustainable Tourism, 18(4), 475-496.
122. Woodside, A. G., & Lysonski, S. (1989). A General Model of Traveler Destination Choice. Journal of Travel Research, 27(4), 8-14.
123. Yeoman, I., Robertson, M., Ali-Knight, J., Drummond, S., & McMahon-Beattie, U. (2004). Festival and Events Management: An International Arts and Culture Perspective. Elsevier.
124. Yung, R., & Khoo-Lattimore, C. (2019). New Realities: A Systematic Literature Review on Virtual Reality and Augmented Reality in Tourism Research. Current Issues in Tourism, 22(17), 2056-2081.
125. Zeppel, H. (2002). Cultural Tourism at the Cowichan Native Village, British Columbia. Journal of Travel Research, 41(1), 92-100.