Film Turizminin Destinasyon İmajına Etkileri: Hedefim Sensin Filmi Üzerine Deneysel Bir Çalışma

Öz

Bu çalışmanın amacı, Hedefim Sensin (2018, Kıvanç Baruönü) filminin Gökçeada’nın destinasyon imajına ve izleyicilerin seyahat etme niyetlerine etkisini incelemektir. Çalışma, görsel medya içeriklerinin destinasyonlara yönelik bilişsel, duyuşsal ve davranışsal eğilimleri şekillendirebileceğini savunan film turizmi ve destinasyon imajı literatürünün temel kuramsal varsayımından hareket etmektedir. Günümüzde film turizmi, seyahat deneyimlerini farklı bir boyuta taşımaktadır. Filmler, televizyon dizileri ve diğer görsel medya içerikleri, insanları belirli bir destinasyonu veya ülkeyi ziyaret etmeye, yeni yerler keşfetmeye ve çeşitli deneyimler yaşamaya teşvik etmektedir. Bu durum, günümüzün rekabetçi ortamında destinasyon pazarlaması açısından önemli bir fırsat yaratmaktadır. Deneysel bir araştırma tasarımı kullanılarak, 105 gönüllü katılımcıya film gösterimi öncesi ve sonrası bir anket uygulanarak Gökçeada'ya ilişkin algısal ve davranışsal yönelimleri karşılaştırmalı olarak incelenmiştir. Bulgular; filmi izledikten sonra "maceracı", "huzurlu" ve "yüksek kaliteli" gibi olumlu imaj kategorilerinde anlamlı artışlar olduğunu göstermiştir. Ayrıca filmi izledikten sonra katılımcıların büyük çoğunluğu tatil yeri olarak Gökçeada'yı seçmeyi düşüneceklerini ve adayı ziyaret etmek istediklerini ifade etmişlerdir. Sonuçlar, sinematik içeriğin destinasyon pazarlamasında etkili bir araç olabileceğini ve izleyici davranışlarını şekillendirebileceğini ortaya koymaktadır. Bulgular, destinasyon tanıtımında film tabanlı stratejilerin uygulanabilirliğini desteklemektedir.

Anahtar Kelimeler

• destinaston pazarlama
• seyahat niyeti
• destinasyon imajı
• sinema- turizm ilişkisi
• Türkiye örneği

Destekleyen Kurum

Finansal destek bulunmamaktadır.

Etik Beyan

Çalışma, Selçuk Üniversitesi İletişim Fakültesi Etik Kurulu’nun onayıyla gerçekleştirilmiştir (16 Ocak 2025 tarihli ve 2025/02-4 sayılı karar).

Teşekkür

Teşekkür edilecek kişi veya kurum bulunmamaktadır.

The Effects of Film Tourism on Destination Image: An Experimental Study on the Film Hedefim Sensin

Öz

This study aims to examine the impact of the film Hedefim Sensin (2018, Kıvanç Baruönü) on viewers’ destination image of Gökçeada and their intentions to travel there. The study is built upon the fundamental theoretical premise of film tourism and destination image literature, which contends that visual media content can shape cognitive, affective, and behavioral tendencies toward destinations. Nowadays film tourism takes travel experiences to a different dimension. Films, television series, and other visual media content encourage people to visit specific destinations or countries, discover new places, and engage in various experiences. This creates an important opportunity for destination marketing in today’s competitive environment. Using an experimental research design, a survey was administered to 105 voluntary participants before and after the film screening to comparatively analyze their perceptual and behavioral orientations regarding Gökçeada. The findings showed significant increases in positive image categories such as “adventurous,” “peaceful,” and “high-quality” after watching the film. Additionally, after watching the film, the vast majority of the participants stated that they would consider choosing Gökçeada as a holiday destination and expressed their desire to visit the island. The results reveal that cinematic content can be an effective tool in destination marketing and can shape viewer behavior. The findings support the applicability of film-based strategies in destination promotion.

Anahtar Kelimeler

• destination marketing
• travel intention
• destination image
• cinema–tourism relationship
• the case of Turkiye

Destekleyen Kurum

There is no financial support available.

Etik Beyan

The study was conducted with the approval of the Ethics Committee of the Faculty of Communication at Selçuk University (Decision No. 2025/02-4, dated 16 January 2025).

Teşekkür

There is no individual or institution to thank.

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