Destination promotion and marketing with social media: Case of Home Turkey<p>Destinasyon tanıtımı ve pazarlamasında sosyal medya: Home Turkey örneği
Keywords:
Destination Promotion, Destination Marketing, Social Media, Home Turkey, Destinasyon Tanıtımı, Destinasyon Pazarlaması, Sosyal MedyaAbstract
One of the changes in the tourism and services sector since the early 1980s is the globalization of tourism. The globalization of the tourism sector has revealed the importance of destinations. The countries that want to increase their share of tourism revenues have begun to pay more attention to the destinations. This lead the destination competitiveness between countries. The countries have started to promote destinations via their official social media accounts to ensure competitive advantage and maintain the existing competitive advantages. The purpose of this study is to review the content of photos shared from Turkey's official social media account, Home Turkey. For this purpose 1300 photographs were reviewed. Photos are grouped under 7 themes in terms of content. They are food and beverage, blue voyage, natural attractions, hidden gems, iconic experiences, blue flag, UNESCO, Anatolian heritage and adventure tourism. While it has been determined the most shared photo are related to iconic experiences, the most shared photo about food and beverage is tea, baklava and karnıyarık. In general, most of the shares have been made on tulips and hand-woven carpets. Tulips are prominent because it is one of the symbols of Istanbul city because the sharing about tulip was made by referring to the Istanbul city.
Özet
Turizm ve hizmet sektöründe 1980’lerin ilk yıllarından beri oluşan en çarpıcı değişimlerden biri turizmin küreselleşmesidir. Turizm sektörünün küreselleşmesi beraberinde destinasyonların önemini ortaya çıkarmıştır. Turizm gelirlerinden aldığı payı arttırmak isteyen ülkeler destinasyonlarına daha çok önem vermeye başlamışlardır. Bu gelişme beraberinde destinasyon rekabetçiliğini getirmiştir. Rekabet avantajı sağlamak ve mevcut rekabet avantajlarını korumak için ülkeler artık resmi sosyal medya hesaplarından tanıtıma başlamıştır. Bu çalışmanın amacı Türkiye’nin resmi sosyal medya hesabı olan Home Turkey hesabından paylaşılan fotoğrafların içeriğini incelemektir. Bu amaçla 1300 fotoğraf incelenmiştir. Fotoğraflar içerik bakımından 7 tema altında toplanmıştır. Bunlar; yiyecek-içecek, mavi yolculuk, doğal çekicilikler, gizli cennetler, ikonik deneyimler, mavi bayrak, UNESCO, Anadolu mirası ve macera turizmidir. En çok paylaşımın ikonik deneyimler ile ilgili olduğu belirlenmişken, yiyecek-içecek ile ilgili en çok paylaşılan fotoğraf çay, baklava ve karnıyarıktır. Genel olarak ise en çok lale ve el dokuması halı ile ilgili paylaşımlarda bulunulmuştur. Lale İstanbul şehriyle özdeşleştiği için öne çıkmıştır, çünkü lale ilgili paylaşımlar İstanbul şehrine atıf yapılarak yapılmıştır.
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