Ülke tanıtım çalışmaları kapsamında kullanılan gastronomik ögeler: “Home of Turkey” kampanyası afişleri üzerine bir araştırma
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Date
2017
Authors
Journal Title
Journal ISSN
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Publisher
Gazi Üniversitesi
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Rekabetçi turizm piyasasında ülkeler, bir adım ileriye çıkmak ve turizm sektöründen daha fazla gelir elde etmek için tanıtım çalışmaları yapmak zorundadırlar. Dijital çağ olarak adlandırılan ve bilgiye her an her yerden ulaşmanın mümkün olduğu bu çağda yapılan ülke tanıtım çalışmaları, dünyanın her yerindeki potansiyel turistlere ulaşma konusunda çok fazla imkân sunmaktadır. Büyük maliyetlerine rağmen ülke tanıtım çalışmaları verimli ve etkili bir şekilde hazırlandıklarında; ülke imajına ve pazarlama faaliyetlerine önemli katkılar yapmaktadır. Son yıllarda ülke tanıtım faaliyetleri yoğun olarak dijital mecralardan yürütülmektedir. Türkiye Cumhuriyeti Kültür ve Turizm Bakanlığı da Türkiye’nin turizmde markalaşması sürecinde sosyal medyanın ve dijital kampanyaların önemini dikkate almış ve 2014 yılında “Home: Turkey” isimli dijital tanıtım kampanyasını başlatmıştır. Bu çalışmada Türkiye Cumhuriyeti Kültür ve Turizm Bakanlığı’nın resmi olarak yürüttüğü dijital tanıtım kampanyası “Home: Turkey” üzerine nitel bir inceleme yapılmış, kampanyanın aşamalarına değinilmiş, süreç esnasında gelinen noktalar bazı istatistiki veriler ile desteklenmeye çalışılmış, kampanyada öne çıkartılan ve gastronomik ögeleri içeren tanıtım afişleri incelenmiştir. Sonuç olarak “Home: Turkey” dijital kampanyasının başarılı bir şekilde sürdürüldüğüne karar verilmiş ve yine kampanya kapsamında kullanılabilecek bazı gastronomik ögeler önerilmiştir. Çalışmanın konunun muhataplarına ve literatüre katkı sağlaması amaçlanmaktadır.
In the competitive tourism market, nations must go one step further and conduct promotional activities in order to earn more income from the tourism sector. National promotional activities that are conducted in this age, which is called digital age and enables reaching the information anytime and anywhere, offer many opportunities for reaching potential tourists worldwide. Despite great costs, national promotional activities will make important contributions to the national image and marketing activities when they are prepared efficiently and effectively. National promotional activities have been intensely conducted through digital channels in recent years. Based on the importance of social media and digital campaigns in Turkey’s branding process in tourism; the Turkish Republic Ministry of Culture and Tourism has started the campaign of Home: Turkey in 2014. This study qualitatively examines the digital promotional campaign of “Turkey: Home”, which is officially conducted by the Turkish Republic Ministry of Culture and Tourism, touches upon the stages of the campaign, tries to support some points in the process with some statistical data and examines publicity banners that are prominent in the campaign and contain gastronomic elements. As a consequence; it has been determined that the digital campaign of Turkey: Home is sustained successfully and also some gastronomic elements are suggested for the campaign. It is believed that the study will also contribute to the addressee of the issue and to the literature.
In the competitive tourism market, nations must go one step further and conduct promotional activities in order to earn more income from the tourism sector. National promotional activities that are conducted in this age, which is called digital age and enables reaching the information anytime and anywhere, offer many opportunities for reaching potential tourists worldwide. Despite great costs, national promotional activities will make important contributions to the national image and marketing activities when they are prepared efficiently and effectively. National promotional activities have been intensely conducted through digital channels in recent years. Based on the importance of social media and digital campaigns in Turkey’s branding process in tourism; the Turkish Republic Ministry of Culture and Tourism has started the campaign of Home: Turkey in 2014. This study qualitatively examines the digital promotional campaign of “Turkey: Home”, which is officially conducted by the Turkish Republic Ministry of Culture and Tourism, touches upon the stages of the campaign, tries to support some points in the process with some statistical data and examines publicity banners that are prominent in the campaign and contain gastronomic elements. As a consequence; it has been determined that the digital campaign of Turkey: Home is sustained successfully and also some gastronomic elements are suggested for the campaign. It is believed that the study will also contribute to the addressee of the issue and to the literature.
Description
Keywords
Home of, Tanıtma, Reklam, Gastronomi, Türkiye, Promotion, Advertisement, Gastronomy, Turkey
Journal or Series
Journal of Tourism and Gastronomy Studies
WoS Q Value
Scopus Q Value
Volume
5
Issue
2
