Van Akdamar Adası’nın Destinasyon İmajı’nın Çevrimiçi Ziyaretçi Yorumları Açısından İncelenmesi

Öz

Bu çalışma, Akdamar Adası’nın destinasyon imajını çevrimiçi ziyaretçi yorumları aracılığıyla netnografik bir yaklaşımla incelemeyi amaçlamaktadır. Araştırmada, destinasyon imajı bilişsel, duyuşsal ve davranışsal bileşenler çerçevesinde değerlendirilmiş ve TripAdvisor platformunda yer alan 595 kullanıcı yorumu analiz edilmiştir. Bulgulara göre; ziyaretçilerin büyük çoğunluğu adanın doğal güzellikleri, tarihi ve kültürel değerleri ile olumlu bir bilişsel imaj geliştirmiştir. Özellikle manzara, kilise mimarisi ve atmosfer öne çıkarken; ulaşım, fiyat politikası ve çevresel temizlik konularında bazı olumsuz geri bildirimler de tespit edilmiştir. Duyuşsal imaj açısından ziyaretçiler, huzur, büyülenme ve hayranlık gibi yoğun duygular dile getirmiştir. Davranışsal boyutta ise tekrar ziyaret etme ve başkalarına tavsiye etme eğiliminin yüksek olduğu görülmüştür. Sonuç olarak, Akdamar Adası’nın destinasyon imajı genel olarak güçlü bulunmuş; ancak ulaşım, çevre düzenlemesi ve tanıtım konularında iyileştirmelere ihtiyaç duyulduğu vurgulanmıştır. Elde edilen verilerin destinasyon yöneticileri ve yerel yönetimler için stratejik planlama süreçlerine katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Destinasyon İmajı
• Akdamar Adası
• Bilişsel
• Duyuşsal

Analysis of the Destination Image of Van Akdamar Island in Terms of Online Visitor Comments

Öz

This study aims to examine the destination image of Akdamar Island through online visitor reviews using a netnographic approach. In the study, destination image was evaluated within the framework of cognitive, affective and conative components and 595 user reviews on the TripAdvisor platform were analyzed. According to the findings, the majority of visitors developed a positive cognitive image of the island with its natural beauty, historical and cultural values. In particular, the scenery, church architecture and atmosphere stand out, while some negative feedback was also identified in terms of transportation, price policy and environmental cleanliness. In terms of affective image, visitors expressed intense feelings of peace, fascination and admiration. In the conative dimension, it was observed that the tendency to revisit and recommend to others was high. As a result, the destination image of Akdamar Island was found to be strong in general; however, it was emphasized that improvements are needed in transportation, landscaping and promotion. It is thought that the data obtained will contribute to the strategic planning processes for destination managers and local governments

Anahtar Kelimeler

• Destination Image
• Akdamar Island
• Cognitive
• Affective

Kaynakça

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