ASSESSMENT OF DESTINATION IMAGE OF ANKARA BY SOCIAL MEDIA MARKETING: ANKARA CULTURE TOURISM DIRECTORATE INSTAGRAM ACCOUNT ANALYSIS

Yıl 2022, Cilt: 9 Sayı: 2, 517 - 531, 19.12.2022

Aybüke Yalçın Ayşe Şengöz

Öz

With the increasing use and addiction of social media, people have become able to access all kinds of information through social media. Destinations are shared on social media platforms where information, as well as customer experiences, are shared. People can share their experiences about any destination through social media. By sharing experiences, positive or negative impressions about destinations may be observed. Therefore, social media may be a very effective tool in shaping the image of a destination correctly and promoting that destination to people. This study, it is analysed how effective the Ankara Provincial Directorate of Culture and Tourism is in the perception of the destination image of Ankara. Within the scope of the study, the posts and hashtags made on the official Instagram account of the Ankara Provincial Directorate of Culture and Tourism are analysed and the findings of the destination image are revealed. According to the results of the study, Instagram posts of the Ankara Provincial Directorate of Culture and Tourism are not sufficient. In addition, posts related to art and nature were made.

Anahtar Kelimeler

Social Media Marketing, Destination Image, Instagram, e-WOM, Ankara

Ankara’nın Çevrimiçi Destinasyon İmajının Oluşmasında Ankara İl Kültür ve Turizm Müdürlüğü Instagram Paylaşımlarının Etkileri

Öz

Sosyal medya kullanımının ve bağımlılığının giderek artması ile birlikte insanlar her türlü bilgiye sosyal medya üzerinden ulaşır hale gelmiştir. Bilginin yanı sıra müşteri deneyimlerinin de paylaşıldığı sosyal medya platformlarından destinasyonlara yönelik paylaşımlarda yapılmaktadır. İnsanlar herhangi bir destinasyona yönelik deneyimlerini sosyal medya aracılığı ile paylaşabilmektedir. Deneyimlerin paylaşılması ile destinasyonlara yönelik olumlu veya olumsuz izlenimler oluşabilmektedir. Dolayısıyla bir destinasyonun imajını doğru şekillendirmek ve o destinasyonu insanlara doğru tanıtabilmek için sosyal medya oldukça etkili bir araç olabilmektedir. Bu çalışmada, Ankara İl Kültür Turizm Müdürlüğü’nün Ankara’nın destinasyon imaj algısı üzerinde ne kadar etkili olduğu araştırılmaktadır. Araştırma kapsamında Ankara İl Kültür Turizm Müdürlüğü’ne ait resmi instagram hesabında yapılan paylaşımlar ve hashtagler analiz edilerek destinasyon imajına yönelik bulgular ortaya konmaktadır. Çalışmanın sonucuna göre Ankara İl Kültür Turizm Müdürlüğü instagram paylaşımları yeterli değildir. Ayrıca ağırlıklı olarak sanat ve doğa ile ilgili paylaşımlar yapılmıştır.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Destinasyon İmajı, Instagram, e-WOM, Ankara

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