Animasyon Filmlerinin Destinasyon Pazarlamasına Etkisi: Rafadan Tayfa 2: Göbeklitepe’nin AIDA Modeli ile Analizi

Öz

Animasyon filmleri, destinasyon pazarlamasında etkili araçlar olarak giderek daha fazla tanınmakta; izleyici algılarını şekillendirmekte ve turizm ilgisini etkilemektedir. Bu çalışma, Rafadan Tayfa 2: Göbeklitepe adlı animasyon filminin film turizmi üzerindeki etkisini AIDA Modeli (Dikkat, İlgi, Arzu, Eylem) çerçevesinde incelemektedir. Araştırmada film aracılığıyla izleyicilerin bir UNESCO Dünya Mirası Alanı olan Göbeklitepe ile nasıl tanıştırıldığı ve filmin destinasyon farkındalığı, merak ve potansiyel seyahat niyetleri oluşturup oluşturmadığı araştırılmıştır. Nitel bir durum çalışması yaklaşımıyla yürütülen araştırmada, filmin önemli sahnelerinin içerik analizi, tarihî ve kültürel temsillerin değerlendirilmesi ile turizm istatistikleri ve Google Trends verileri gibi ikincil kaynaklar kullanılmıştır. Bulgular, filmin etkileyici hikâye anlatımı ve görsel sunum aracılığıyla dikkati başarılı bir şekilde çektiğini, kültürel ve tarihî unsurları iç içe geçirerek ilginin sürdürüldüğünü, duygusal bağ kurma ve aşinalık yoluyla arzunun yaratıldığını ve farkındalığı artırarak gelecekteki turizm tercihlerini şekillendirmek suretiyle eyleme geçişi etkileyebileceğini göstermektedir. Film ile ziyaretçi sayıları arasındaki doğrudan nedensellik kesin olarak belirlenememekle birlikte, bulgular Rafadan Tayfa 2: Göbeklitepe filminin Göbeklitepe’yi tanınabilir ve cazip bir seyahat destinasyonu olarak konumlandırmada rol oynadığını ortaya koymaktadır. Çalışma, animasyon filmlerinin kültürel miras turizmi pazarlamasındaki potansiyeline dikkat çekmekte ve gelecekteki araştırmalar için izleyici algısına yönelik çalışmalar ile film turizminin uzun vadeli etkilerinin değerlendirilmesine yönelik öneriler sunmaktadır.

Anahtar Kelimeler

• Animasyon filmleri
• destinasyon pazarlaması
• film turizmi
• Göbeklitepe
• AIDA Modeli
• kültürel miras

The Influence of Animated Films on Destination Marketing: An AIDA Model Analysis of Rafadan Tayfa 2: Göbeklitepe

Öz

Animated films are increasingly recognized as influential tools in destination marketing, shaping audience perceptions and influencing tourism interest. This study examines the film-induced tourism impact of the animated movie Rafadan Tayfa 2: Göbeklitepe through the AIDA Model (Attention, Interest, Desire, Action). The research explores how the film introduces audiences to Göbeklitepe, a UNESCO World Heritage Site, and whether it fosters destination awareness, curiosity, and potential travel intentions. Using a qualitative case study approach, the study employs content analysis of key scenes, historical and cultural representations, and secondary data sources, including tourism statistics and Google Trends data. Findings indicate that the film effectively captures attention through engaging storytelling and visual representation, sustains interest by embedding cultural and historical elements, creates desire through emotional engagement and familiarity, and potentially influences action by increasing awareness and shaping future tourism preferences. While direct causality between the film and visitor numbers remains inconclusive, evidence suggests that Rafadan Tayfa 2: Göbeklitepe plays a role in positioning Göbeklitepe as a recognizable and desirable travel destination. The study highlights the potential of animated films in heritage tourism marketing and provides recommendations for future research, including audience perception studies and long-term impact assessments of film-induced tourism.

Anahtar Kelimeler

• Animated films
• destination marketing
• film-induced tourism
• Göbeklitepe
• AIDA Model
• cultural heritage.

Kaynakça

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