Seda ÖZDEMİR AKGÜL, Münevver ÇİÇEKDAĞI, Betül KORKMAZ ORHAN

Destinasyon Pazarlamasında Bir Tanıtım Aracı Olan Web Sitelerin Analizi: Türkiye Örneği

Amaç – Çalışmanın amacı, Birleşmiş Milletler Dünya Turizm Örgütü (UNWTO) verilerine göre, 2019 yılında en çok turist çeken ilk on ülkenin destinasyon web sitelerinde yer alan menülerini analiz ederek ülkeler arasındaki benzerlik ve farklılıkları ortaya koymaktır. Yöntem – Veriler nitel araştırma yöntemlerinden biri olan içerik analizi ile elde edilmiştir. Çalışmada kullanılan veriler UNWTO verilerine göre 2019 yılında en çok turist çeken ilk on ülkenin destinasyon web sitelerinden alınan ikincil verilerden oluşmaktadır. Web sitelerinden elde edilen ikincil verilerin analizinde nitel ve karma yöntemlerde kullanılan MAXQDA 2020 programından yararlanılmıştır. Bulgular – Araştırma sonuçlarına göre genel olarak ülkelerin web sitelerinde COVID-19 tedbirlerine yeteri kadar yer verilmediği görülmüştür. Türkiye’nin resmî web sitesi incelendiğinde diğer ülkelere göre ziyaretçilere uygun hizmetler sunulduğu, turistik çekiciliklerle ilgili zengin bir içeriğe sahip olduğu, sitenin karmaşık bir yapıda olmadığı ve kullanım olarak anlaşılmasının kolay olduğu görülmüştür. Türkiye web sitesi Fransa, İspanya ve ABD web siteleri ile karşılaştırıldığında en fazla benzerliğin Türkiye ile Fransa arasında olduğu görülmektedir. En az benzerliğin ise Türkiye ile ABD arasında olduğu görülmektedir. Tartışma – Araştırma bulguları literatürü destekler niteliktedir. Çalışmada ülkelerin destinasyon web sitelerinde yer vermeleri gereken konulara dikkat çekilmiştir. Literatür incelendiğinde ülkelerin destinasyon web site içeriklerini menüler üzerinden inceleyen ve bir programla analiz eden çalışmaya rastlanmadığından bu çalışmanın alana katkı sağlayabilecek önemde olduğu düşünülmektedir. Ayrıca gelecekteki çalışmalarda kullanılabilecek farklı yöntemler hakkında önerilerde bulunulmuştur.

Analysis of Websites as a Promotional Tool in Destination Marketing: The Case of Türkiye

Purpose – The aim of this research is to reveal the similarities and differences between the countries by analyzing the menus on the destination websites of the top ten countries that attracted the most tourists in 2019, according to the United Nations World Tourism Organization (UNWTO) data. Design/methodology/approach – The data is obtained by content analysis, which is one of the qualitative research methods. The data used in the research consists of secondary data obtained from the destination websites of the top ten countries that attracted the most tourists in 2019, according to UNWTO data. In the analysis of secondary data obtained from websites, the MAXQDA 2020 program, which is used in qualitative and mixed methods, is used. Findings – According to the results of the research, it has been observed that in general, the websites of the countries do not give enough space to the COVID-19 measures. When the official website of Turkey is examined, it is seen that the services are offered to the visitors according to other countries, it has a rich content about touristic attractions, the site is not in a complex structure and it is easy to understand in terms of usage. When Turkey website is compared with France, Spain and USA websites, it is seen that the most similarity is between Turkey and France. It is seen that the least similarity is between Turkey and the USA. Discussion – Research findings support the literature. In the study, attention was drawn to the issues that countries should include on their destination websites. When the literature is examined, it is thought that this study is important to contribute to the field, since there is no study that examines the content of the destination websites of the countries through the menus and analyzes them with a program. In addition, suggestions were made about different methods that could be used in future studies.

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