TURİZMDE HİKÂYE ANLATIMININ YERİ VE ÖNEMİ ÜZERİNE BİR DEĞERLENDİRME

Yıl 2023, Cilt: 1 Sayı: 1, 37 - 56, 30.07.2023

Burak Arslan

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

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