DESTİNASYONLARIN TANITIM VİDEOLARINDA HİKÂYE ANLATIMI: GO TÜRKİYE RESMİ YOUTUBE SAYFASI ÖRNEĞİ

This study aims to examine how digital storytelling is used in promotional videos of prominent destinations in Türkiye. In this regard, the promotional videos of the ten different destinations on Go Türkiye’s YouTube channel within the context of storytelling elements were analysed. There were message and character elements in all the videos, no conflict is used in any of the videos, and the plot takes place in a fiction that may be weak in all the videos, according to the findings. The dramatic question, emotional content, music, and pacing were all found in all videos that were evaluated in terms of elements. All promotional videos featured points of view that emphasized the uniqueness of destinations.

STORYTELLING IN DESTINATIONS’ PROMOTIONAL VIDEOS: CASE OF GO TÜRKIYE OFFICIAL YOUTUBE PAGE

İnsanlığın tarih boyunca gidermeye çalıştığı önemli ihtiyaçlarından birisi de gerçek ya da hayal olanları başkalarına anlatmak olmuştur. Hikayelerin nesilden nesile anlatılarak bir araç haline dönüşmesi ile kültürel değerlerin taşıyıcısı olduğu görülmektedir. Özellikle günümüzde kültürel miras turizminin sürdürülmesi noktasında hikayeler turizm endüstrisinin önemli bir gücü konumundadır. Hikaye anlatıcılığı, destinasyon pazarlamasında öne çıkan stratejilerden biridir. Turistler ve destinasyonlar arasında duygusal bağlar oluşturmaya, unutulmaz deneyimler yaşatmaya ve destinasyon imajını güçlendirmeye olanak sağlayan hikaye anlatıcılığı, medya teknolojileri aracılığıyla farklı iletişim araçlarında kullanılmaktadır. Destinasyonların hikayeler eşliğinde potansiyel turistlerin zihninde konumlandırılması, turistlerde hikayede anlatılan yere gitme isteği uyandırılmasına ve seyahat kararlarına etki edilmesine olanak sağlamaktadır. Bu çalışma, Türkiye'nin önde gelen destinasyonlarının tanıtım videolarında hikaye anlatımının nasıl kullanıldığını incelemeyi amaçlamaktadır. Bu bağlamda, Go Türkiye YouTube kanalında yer alan on farklı destinasyonun tanıtım videoları hikaye anlatım öğeleri bağlamında incelenmiştir. Çalışmada tanıtım videoları hikayenin yapısal faktörleri (Fog ve diğerleri, 2001), hikayede kullanılan marka arketipleri (Mark ve Pearson, 2001) ve dijital hikaye unsurları (Robin, 2006; Harris ve Rea, 2019) açısından ele alınmıştır. Elde edilen bulgulara göre videoların tamamında mesaj ve karakter unsurları yer almaktadır, hiçbir videoda çatışma kullanılmamakta ve olay örgüsü tüm videolarda zayıf olabilecek bir kurguda geçmektedir. Öğeler açısından değerlendirilen tüm videolarda dramatik soru, duygusal içerik, müzik ve tempo yer almaktadır. Tüm tanıtım videolarında destinasyonların benzersizliğini vurgulayan bakış açısı tespit edilmiştir. Çalışmanın bulguları turizm destinasyonu yöneticileri için potansiyel marka stratejisi sonuçlarına ve destinasyon tanıtım videoları üretmeye yönelik çıkarımlara sahiptir. Bazı destinasyon yönetim organizasyonlarının (DMO) kendi sosyal medya web siteleri olmasına rağmen, resmi sosyal medyalarında (örneğin YouTube) görünen hikayeleri izlemek, pazarlama çabalarını stratejik olarak yönetirken birincil adım olabilir. Çalışmanın bulguları, DMOyöneticilerinin hikaye unsurlarına bağlı kalarak pazarlama stratejilerini mükemmelleştirmeleri için fırsat sunabilir. Bulgulara dayanarak DMO'ların ve turizm şirketlerinin, hedef grupların destinasyona tekrar/ziyaret etmelerini yönlendirecek iyi bir hikaye sunmaya odaklanmaları önerilebilir.

___

  • Aaker, D. and Aaker, J.L. (2016). What are your signature stories? California Management Review, 58(3), 49-65.
  • Advance Travel and Tourism (2020). Common marketing budgets for medium sized DMOs. Retrieved from https://www.advancetravelandtourism.com/2020/03/26/common-marketing-budgets-for-medium-sized-dmos/, Date of Access: 23.03.2023.
  • Akgün, A.E., Keskin, H., Ayar, H. and Erdoğan, E. (2015). The influence of storytelling approach in travel writings on readers’ empathy and travel intentions. Procedia: Social and Behavioral Sciences, 207, 577-586.
  • Chan, N.L. and Guillet, B.D. (2011). Investigation of social media marketing: How does the hotel industry in Hong Kong perform in marketing on social media websites? Journal of Travel & Tourism Marketing, 28(4), 345-368.
  • Chung, N. and Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
  • Civelek, E., Karaman, F. and Atalik, Ö. (2021). Examination of digital marketing activities of airline companies: A content analysis of YouTube shares of airline companies operating in Turkey. 1. International Congress on Aviation Management Proceedings Book, Ankara: Detay Publishing.
  • Cohen, J. (2006). Audience identification with media characters. In J. Bryant and P. Vorderer (Ed.), Psychology of entertainment (p. 183-197). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
  • Escalas, J.E. (2004). Advertising narratives-what are they and how do they work? In B.B. Stern (Ed.), Representing consumers-voices, views and visions (p. 267-289). London: Routledge.
  • Escalas, J.E. and Stern, B.B. (2003). Sympathy and empathy: Emotional responses to advertising dramas. Journal of Consumer Research, 29 (4), 566-578.
  • Fog, K., Budtz, C., Munch, P. and Blanchette, S. (2010). Storytelling: Branding in practice. Berlin: Springer.
  • Ganassali, S. and Matysiewicz, J. (2021). Echoing the golden legends: storytelling archetypes and their impact on brand perceived value. Journal of Marketing Management, 37(5-6), 437-463.
  • Gravili, S., Rosato, P. and Iazzi, A. (2017). Managing DMOs through storytelling: A model proposal for network and value co-creation in tourism. International Business Research, 10(7), 8-21.
  • Green, M.C. and Clark, J.L. (2013). Transportation into narrative worlds: Implications for entertainment media influences on tobacco use. Addiction, 108(3), 477-484.
  • Guerrero-Rodríguez, R., Stepchenkova, S. and Kirilenko, A. (2020). Experimental investigation of the impact of a destination promotional video with physiological and self-reported measures. Tourism Management Perspectives, 33, 100625.
  • Harris, A. L. and Rea, A. (2019). Web 2.0 and virtual world technologies: A growing impact on IS education. Journal of Information Systems Education, 20(2), 137-144.
  • Holt, D.B. (2004). How brands become icons: The principles of cultural branding. USA: Harvard Business School Publishing Corporation.
  • Holsti, O.R. (1969). Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley.
  • Hsu, C.HC. and Song, H. (2013). Destination image in travel magazines: A textual and pictorial analysis of Hong Kong and Macau. Journal of Vacation Marketing, 19, 253-268.
  • Huang, Z., Cai, L. and Ismail, J.A. (2010). Cognitive image change and loyalty in destination branding. International Journal of Services Technology and Management, 13(3/4), 234-246.
  • Huertas, A., Miguez-Gonzalez, M.I. and Lozano-Monterrubio, N. (2017). YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands. Journal of Brand Management, 24, 211-229.
  • Jakopovic, H. (2015). YouTube’s role in destination image creation. Journal of Education Culture and Society, 1, 217-226.
  • Jannidis, F. (2009). Character. In P. Hühn, J. Pier, W. Schmid and J. Schönert (Eds.), Handbook of narratology (p. 14-29). Berlin: Walter de Gruyter.
  • Jennings, G. and Weiler, B. (2006). Mediating meaning: Perspectives on brokering quality tourism experiences. In G. Jennings and N. Nickerson (Ed.), Quality tourism experiences (p. 57-78). Oxford: Elsevier Buttermworth-Heinemann.
  • Jung, C. G. (1980). The archetypes and the collective unconscious. Princeton: Princeton University Press.
  • Kang, M. and Schuett, M.A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel & Tourism Marketing, 30(1-2), 93-107.
  • Keyton, J. (2006). Communication research: Asking questions, finding answers. New York, NY: McGraw Hill.
  • Kim, J. and Kerstetter, D.L. (2016). Multisensory processing impacts on destination image and willingness to visit. International Journal of Tourism Research, 18(1), 52-61.
  • Leung, D., Dickinger, A. and Nixon, L. (2017). Impact of destination promotion videos on perceived destination image and booking intention change. In R. Schegg and B. Stangl (Ed.), Information and communication technologies in Tourism 2017 (p. 361-375). Cham, Switzerland: Springer.
  • Leung, X.Y. and Jiang, L. (2018). How do destination Facebook pages work? An extended TPB model of fans’ visit intention. Journal of Hospitality and Tourism Technology, 9(3), 397-416.
  • Lund, N.F., Cohen, S.A. and Scarles, C. (2018). The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, 8, 271-280.
  • Macnamara, J. and Zerfass, A. (2012). Social media communication in organizations: The challenges of balancing openness, strategy, and management. International Journal of Strategic Communication, 6(4), 287-308.
  • Mark, M. and Pearson, C. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. New York: McGraw-Hill.
  • Mcdonald, J.K. (2009). Imaginative instruction: What master storytellers can teach instructional designers. Educational Media International, 46(2), 111-122.
  • Mkhize, S. and Ellis, D. (2020). Creativity in marketing communication to overcome barriers to organic produce purchases: The case of a developing nation. Journal of Cleaner Production, 242, 118415.
  • Moin, SMA, Hosany, S. and O’Brien, J. (2020). Storytelling in destination brands’ promotional videos. Tourism Management Perspectives, 34, 100639.
  • Molinillo, S., Liebana-Cabanillas, F., Anaya-Sanchez, R. and Buhalis, D. (2018). DMO online platforms: Image and intention to visit. Tourism Management, 65, 116-130.
  • Mossberg, L., Therkelsen, A., Huijbens, E.H., Björk, P. and Olssen, A.K. (2010), Storytelling and destination development. Oslo: Norden Nordic Innovation Centre.
  • Mpofu, P. (2022). Indigenous media and social media convergence: Adaptation of storytelling on Twitter, SoundCloud and YouTube in Zimbabwe. Journal of Asian and African Studies, 57(6), 1199-1213.
  • Pan, S. (2011). The role of TV commercial visuals in forming memorable and impressive destination images. Journal of Travel Research, 50(2), 171-185.
  • Paquin, A.G. and Schwitzguébel, A.C. (2021). Analysis of Barcelona’s tourist landscape as projected in tourism promotional videos. International Journal of Tourism Cities, 7(2), 257-277.
  • Patton, M.Q. (2002). Qualitative research and evaluation methods. Sage Publications: Thousand Oaks.
  • Robin, B. (2006). The educational uses of digital storytelling. In C. Crawford, R. Carlsen, K. McFerrin, J. Price, R. Weber and D. Willis (Ed.), Proceedings of SITE 2006--Society for information technology & teacher education international conference (p. 709-716). Orlando, Florida, USA: Association for the Advancement of Computing in Education (AACE).
  • Santiago, A.D., Sampaio, P.N. and Fernandes, L.R. (2014). MOGRE-Storytelling: Interactive creation of 3D Stories. 2014 XVI Symposium on Virtual and Augmented Reality, (p. 190-199).
  • Semrush (2022). June 2022 web traffic statistics. Retrieved from https://www.semrush.com/website/youtube.com/overview/, Date of Access: 25.03.2023.
  • Smith, A.N., Fischer, E. and Chen, Y. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26(2), 102-113.
  • Sparks, B.A. and Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32, 1310-1323.
  • Srivastava, E., Maheswarappa, S.S. and Sivakumaran, B. (2017). Nostalgic advertising in India: A content analysis of Indian TV advertisements. Asia Pacific Journal of Marketing and Logistics, 29(1), 47-69.
  • Stevenson, N. (2019). Developing cultural understanding through story-telling. Journal of Teaching in Travel & Tourism, 19(1), 8-21.
  • Trinh, V.D. and Nguyen, L. (2019). How to change perceived destination image through vlogging on Youtube. Proceedings of the 1st international conference on management science, 2019.
  • Tussyadiah, I.P. and Fesenmaier, D.R. (2008). Marketing places through first-person stories - An analysis of Pennsylvania roadtripper blog. Journal of Travel & Tourism Marketing, 25(3-4), 299-311.
  • Tussyadiah, I.P. and Fesenmaier, D.R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40.
  • UNWTO (2022). Ranking of indicators on inbound tourism. Retrieved from https://www.unwto.org/tourism-data/country-profile-inbound-touris, Date of Access: 30.03.2023.
  • Uşaklı, A., Koç, B. and Sönmez, S. (2017). How 'social' are destinations? Examining European DMO social media usage. Journal of Destination Marketing & Management, 6, 136-149.
  • Vincent, L. (2002). Legendary brands: unleashing the power of storytelling to create a winning marketing strategy. USA: Dearborn Trade Publishing.
  • Wearesocial. (2022). Digital 2022 global overview report. Retrieved from https://datareportal.com/reports/digital-2022-global-overview-report, Date of Access: 25.03.2023.
  • Weissenfeld, K., Abramova, O. and Krasnova H. (2017). Understanding storytelling in the context of information systems. Proceedings of the 23rd Americas Conference on Information Systems, AMCIS 2017 (p. 1-10).
  • Xiang, Z. and Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
  • Zhou, R., Khemmarat, S. and Gao, L. (2010). The impact of the YouTube recommendation system on video views. Proceedings of the 10th ACM SIGCOMM Conference on Internet Measurement. IMC’10 (p. 404-410), ACM, Melbourne, Australia.