Film Turizmi: Destinasyonların Pazarlanmasında Filmlerin Rolü

Bu çalışmanın amacı filmlere yerleştirilmiş destinasyonların öğrencilerin ziyaret yeri seçiminde ne kadar etkili olduğunun belirlenmesidir. Sinemaya giden insan sayısındaki artış pazarlamacılara, alternatif bir tutundurma aracı olarak sinema filmlerine ürün yerleştirmeyi kullanma olanağı sağlamıştır. Filmlerin çekildiği mekanlar, stüdyolar, oteller, evler ve diğer mekanlar, filmin elde ettiği başarıya göre turistik açıdan çekim merkezleri olabilmektedirler. Öğrencilerin filmlere yerleştirilen destinasyonlara yönelik tutumlarını, algılarını, eğilimlerini ve grup üyeleri arasındaki etkileşimi ortaya koymak amacıyla odak grup yöntemi kullanılmıştır. Elde edilen bulgular öğrencilerin filmlerde gördükleri destinasyonları ziyaret etme isteklerinin yüksek olduğunu göstermiştir. Öğrenciler destinasyonların filmlere yerleştirilerek tanıtılmasını iyi bir pazarlama iletişimi stratejisi olarak görmektedirler. Bu stratejinin Türkiye’deki destinasyonlar tarafından etkin bir şekilde uygulanması durumunda, destinasyonlar kendilerini çok daha kolay bir şekilde tanıtabilecekler ve mevcut örneklerde olduğu gibi pazardaki paylarını artırabileceklerdir.

Movie Tourism: The Role of Movies in Destination Marketing

The aim of the study is to evaluate how effective are the destinations placed in movies in destination choice decisions of students. Rapid growth in the number of movie-goers offers marketers to place products in movies as an alternative promotion tool. Sites, studios, hotels, residences and other places where the movies are shot can be a tourist attraction as a result of the movies’ success. In the study, focus group method was employed in order to reveal student attitudes, perceptions, tendencies and interactions between the group members about the destinations placed in movies. Findings showed that students are highly keen on visiting the destinations they saw in the movies. They also agreed on that promotion of destinations via movies was an effective marketing communication strategy. In case of Turkey, an efficient use of destination placement in movies would help destinations to better promote themselves and increase their market share as in current examples.

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