Resmî Web Siteleri Üzerinden Kentsel Destinasyon İmajının Yansıtılması: Zagreb, Ljubljana ve Belgrad’ın Karşılaştırmalı Analizi

Öz

Bu çalışma, Zagreb, Ljubljana ve Belgrad’ın resmi belediye web siteleri üzerinden kentsel destinasyon imajının dijital ortamda nasıl oluşturulduğunu karşılaştırmalı bir analizle incelemektedir. Araştırma, içerik analizi yöntemiyle bu sitelerde öne çıkan temaları, anahtar kelime dağılımlarını ve iletişim önceliklerini sistematik olarak belirlemektedir. Bulgular, üç şehirde yönetişim, stratejik planlama ve dijitalleşme vurgusunun güçlü olduğunu; buna karşın kültürel anlatılar, deneyimsel içerikler ve sürdürülebilirlik mesajlarının sınırlı kaldığını göstermektedir. Ljubljana, Avrupa Yeşil Başkent kimliğiyle çevresel sürdürülebilirlikte öne çıkarken; Zagreb eğitim ve dijital dönüşüm odaklı bir imaj sergilemekte, Belgrad ise dijital yönetişim ve altyapı temalarını ön plana çıkarmaktadır. Çalışma, destinasyon markalaşmasında kültürel hikâye anlatımı, gastronomi, etkinlik tanıtımı, AR/VR gibi etkileşimli teknolojiler ve çok dilli içerik entegrasyonunun önemini vurgulamaktadır. Sonuç olarak, resmi web sitelerinin deneyimsel ve duygusal unsurları güçlendirmesi, sürdürülebilirlik ve kültürel farklılaşmayı öne çıkararak küresel turizm trendleriyle uyum sağlaması önerilmektedir.

Anahtar Kelimeler

• Kentsel destinasyon imajı
• Resmi web siteleri
• İçerik analizi
• Dijital turizm pazarlaması
• Sürdürülebilir şehir markalaşması.

Projecting Urban Destination Image through Official Websites: A Comparative Analysis of Zagreb, Ljubljana and Belgrade

Öz

This study conducts a comparative analysis of how urban destination image is constructed through the official municipal websites of Zagreb, Ljubljana, and Belgrade. Using a systematic content analysis approach, the research identifies dominant themes, keyword distributions, and communication priorities across these platforms. Findings indicate a strong emphasis on governance, strategic planning, and digitalization in all three cities, while cultural narratives, experiential content, and sustainability messages remain underrepresented. Ljubljana stands out for its environmental sustainability focus, aligned with its European Green Capital identity; Zagreb projects an image centered on education and digital transformation; Belgrade prioritizes digital governance and infrastructure development. The study underscores the importance of cultural storytelling, gastronomy, event promotion, interactive technologies such as AR/VR, and multilingual content integration in destination branding. Ultimately, enhancing experiential and affective elements and emphasizing sustainability and cultural differentiation are recommended to align official websites with global tourism trends and visitor expectations.

Anahtar Kelimeler

• Urban destination image
• Official websites
• Content analysis
• Digital tourism marketing

Kaynakça

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