#evdekal Döneminde Şehir Markalama: COVID-19 Pandemisinin New York ve Londra Şehirlerinin Resmi Turizm Instagram Hesabı Kullanımlarına Etkisi

Bu araştırmanın amacı, Instagram'ın COVID-19 sırasında şehir markalama bağlamında nasıl kullanıldığını keşfetmektir. Bu çalışmada, görsel ve metinsel içerik analizi yöntemi uygulanarak, krizden önemli derecede etkilenen iki ikonik turizm destinasyonu olan New York City ve Londra'nın Instagram kullanımlarındaki değişimlerin tespit edilmesi amaçlanmıştır. Söz konusu şehirlerin resmi turizm hesaplarından toplanan veriler, ilk vakaların her iki şehrin de markalama uygulamalarını önemli ölçüde etkilediğini göstermiştir. Bulgulara göre, en sık kullanılan hashtaglerin değiştiği, bilgilendirici paylaşımların sayısının arttığı, paylaşım içeriklerindeki manzara öğelerinin sayısının arttığı; kültürel olaylar, alışveriş ve insan gibi unsurları içeren fotoğrafların sayısının ise azaldığı görülmüştür. Ayrıca, kullanıcıları şehre davet eden mesajların sayısında da önemli bir düşüş gözlemlenmiştir. Akademik olarak yeterince çalışılmamış bir alanda yapılan bu çalışmanın sonuçları hem şehir markalama uzmanlarına hem de akademisyenlere önemli iç görüler sunmaktadır.

Anahtar Kelimeler:

şehir markalama, destinasyon imajı, turizm, pandemi, seyahat

City Branding in #stayhome Era: Impact of COVID-19 Pandemic on Official Tourism Instagram Account Uses of New York City and London

The purpose of this research is to explore how Instagram was utilized in city branding context during COVID-19. By applying visual and textual content analysis method, this study aimed to identify any shifts in Instagram uses of two iconic tourism destinations, which were hit by the crisis particularly hard: New York City, and London. According to data collected from official tourism accounts of above-mentioned cities, the first confirmed cases significantly impacted city branding practices of both cities. The findings indicate that the most frequently used hashtags have changed, the number of informative posts has increased, the number of landscape photos in the post content has increased, while the number of photos containing elements such as cultural events, shopping and people has decreased. Furthermore, a significant decline in the number of inviting posts was observed. The study provides significant insights both to the city branding professionals, and to the scholars of this understudied area.

Keywords:

city branding, destination image, tourism, pandemic, travelling,

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