Sanaldan Doğaya Açılan Kapı: Kampçılık Sanal Toplulukları Üzerine Netnografik Bir Çalışma

Kampçılık, doğa ile ilişkili olarak sosyal etkileşim, kendini yenileme, rahatlama gibi olağanüstü duygusal deneyimlerle ortak özellikleri paylaşan bir kavram olması sebebiyle günümüzde oldukça popüler bir rekreatif aktivite olarak yer almaktadır. Bu çalışmanın amacı, Türkiye’de kampçılık sanal topluluklarına üye olan bireylerin kampçılığa yönelik davranışları, tutumları ve kamp deneyimlerini incelemektir. Bu amaç doğrultusunda çalışmada, netnografi yöntemi kullanılmıştır. Netnografi, internet üzerinde etnografik araştırma yapmaya olanak tanıyan özel bir yaklaşımdır. Veri toplama sürecinde, kampçılık ile ilgili en aktif olarak kullanılan forum ve Facebook sayfaları incelenmiştir. Araştırma sonucunda incelenen veriler ışığında, “bilgi arayışı”, “teknik bilgiler”, “tavsiyeler”, “tehlikeler” ve “kamp günlükleri” olarak beş ana ve “yeni başlayanlar”, “kamp alanı telaşı”, “uyku tulumuna giriş”, “üşüme sorunsalı”, “haşere ile mücadele”, “deneyim” ve “haz” olarak yedi alt kategori ortaya çıkmıştır. Ortaya çıkan kategoriler doğrultusunda, kampçılık sanal topluluklarına üye olan bireylerin, birbirleri ile kamp ile ilgili birçok konuda bilgi ve deneyim paylaşımının yanı sıra tavsiyelerde de bulundukları görülmektedir.

Anahtar Kelimeler:

Kampçılık, Netnografi, Sanal topluluklar, Rekreasyonel aktiviteler

The Gateway to Nature from the Virtual: A Netnographic Study on Camping Virtual Communities

Since camping is a concept that shares common features with extraordinary emotional experiences such as social interaction, self-renewal and relaxation in relation to nature, it is a very popular recreational activity today. The aim of this study is to examine the behaviors, attitudes and camping experiences of individuals who are members of camping virtual communities in Turkey. For this purpose, netnography method was used in the study. Netnography is a special approach that allows ethnographic research on the Internet. During the data collection process, the most actively used forum and Facebook pages related to camping were examined. According to the findings of this study, five main categories as "search for knowledge", "technical information", "recommendations", "dangers" and "camp diaries" and seven subcategories as "beginners", "campsite rush", "getting into a sleeping bag", "cold related issues", "fighting insects", “experience" and "pleasure" are reported. In line with the emerging categories, it is seen that individuals who are members of camping virtual communities share information and experience with each other on many camp-related issues, as well as make recommendations.

Keywords:

Camping, Netnography, Virtual communities, Recreational activities,

PDF

___

Akar, E. (2010). Social networking sites as a type of virtual communities–processing as a marketing communication channel. Anadolu University Journal of Social Sciences, 10(1), 107-122.
Bagozzi, R.P., & Dholakia, U.M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21. https://doi.org/10.1002/dir.10006
Baysal, D., & Kayacan, Ş. (2022). A netnographic review for followers of an influencer posting on weight loss. Düşünce Dünyasında Türkiz, 13(63), 105-128.
Berge, B.L. (2007). Qualitative research methods for social sciences. (6th ed.), Pearson Education.
Betzing, J.H., Kurtz, M., & Becker, J. (2020). Customer participation in virtual communities for local high streets. Journal of Retailing and Consumer Services, 54(May), 102025. https://doi.org/10.1016/j.jretconser.2019.102025
Bowler, G.M. (2010). Netnography: A method specifically designed to study cultures and communities online. The Qualitative Report, 15(5), 1270-1275.
Cordes, K., & Ibrahim, H.M. (1999). Application in recreation & leisure for today and future. (2nd ed.), McGraw-Hill Book Company.
Çetinkaya, G. (2008). Arrangement and management of national parks as a recreation area: A model proposal. Unpublished Master Thesis, Akdeniz University Institute of Social Sciences, Antalya.
Doğaner, M.C. (2017). The effect on the brand loyalty of virtual brand communities: A research on Nikon brand community members. Master Thesis, Adnan Menderes University Institute of Social Sciences, Aydın.
Grabher, G., & Ibert, O. (2017). Knowledge collaboration in hybrid virtual communities. In the Elgar Companion to Innovation and Knowledge Creation. Edward Elgar Publishing.
Hagel, J.I., & Armstrong, A.G. (1997). Net gain: Expanding markets through virtual communities. Harvard Business School Press.
Hassell, S., Moore, S.A., & Macbeth, J. (2015). Exploring the motivations, experiences and meanings of camping in national parks. Leisure Sciences, 37(3), 269-287. https://doi.org/10.1080/01490400.2014.995325
Heerden, C.H. (2010). An exploratory analysis of leisure caravanning in the Kruger National Park in South Africa. Innovative Marketing, 6(1), 66-72. https://doi,org/10.1080/01490400.2014.995325
Huang, K.Y., Chengalur-Smith, I., & Pinsonneault, A. (2019). Sharing is caring: Social support provision and companionship activities in healthcare virtual support communities. MIS Quarterly, 43(2), 395-424. https://doi.org/10.25300/MISQ/2019/13225
İslamoğlu, İ., İmamoğlu, A., & Çavuşoğlu, G. (2014). Verçenik plateau alternative tourism and recreational activities. International Journal of Sport Culture and Science, 2(Special Issue 2), 271-282. https://doi.org/10.14486/IJSCS199
Kalkan, A.K. (2017). Açık alan rekreasyonu ve doğa sporları. İçinde F. Ardahan (Ed.), Açık alan rekreasyonu. Detay Yayıncılık.
Karaküçük, S. (2014). Rekreasyon: Boş zamanları değerlendirme. Gazi Kitabevi.
Kitapçı, O., Taştan, S., Dörtyol, İ.T., & Akdoğan, C. (2012). The impact of online word-of-mouth communication on hotels’ room sales. Journal of Dogus University, 13(2), 266-274.
Koh, J., Kim, Y.G., Butler, B., & Bock, G.W. (2007). Encouraging participation in virtual communities. Communications of the ACM, 50(2), 68-73. https://doi.org/10.1145/1216016.1216023
Kozinets, R.V. (1998). On netnography: Initial reflections on consumer research investigations of cyberculture. Advances in Consumer Research, 25(September), 366-71.
Kozinets, R.V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-72. https://doi.org/10.1509/jmkr.39.1.61.18935
Kozinets, R.V. (2010). Netnography: Doing ethnographic research online. Sage.
Kozinets, R.V. (2015). Netnography. In The International Encyclopedia of Digital Communication and Society. John Wiley & Sons, 1-8. https://doi.org/10.1002/9781118767771.wbiedcs067
Lam, S.K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128-146. https://doi.org/10.2307/25764287
Mutlu, B., & Bazarcı, S. (2017). A new area for brands collaborations: A netnographic study on youtube content creators and channel communities. Akdeniz University Faculty of Communication Journal, 1(27), 28-45. https://doi.org/10.31123/akil.437267
Nelson, M.R., & Otnes, C.C. (2005). Exploring cross-cultural ambivalence: A netnography of intercultural wedding message boards. Journal of Business Research, 58(1), 89-95. https://doi.org/10.1016/S0148-2963(02)00477-0
Parks, M.R. (2011). Social network sites as virtual communities. In Z. Papacharissi (red.), A Networked self: Identity, community, and culture on social network sites (pp.105-123). Routledge.
Rageh, A., Melewar, T.C., & Woodside, A. (2013). Using netnography research method to reveal the underlying dimensions of the customer/tourist experience. Qualitative Market Research: An International Journal. 16(2), 126-149. https://doi.org/10.1108/13522751311317558
Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. Harper Collins.
Rolls, K., Hansen, M., Jackson, D., & Elliott, D. (2016). How health care professionals use social media to create virtual communities: An Integrative review. Journal of Medical Internet Research, 18(6), Article e166, 1-19. https://doi,org/10.2196/jmir.5312
Saygın, E.P., & Ersoy-Arca, N.F. (2020). A Netnographic research to understand group dynamics affecting purchasing behavior in digital tribe culture. Journal of Business Research-Turk, 12(1), 281-303. https://doi.org/10.20491/isarder.2020.842
Triantafillidou, A., & Siomkos, G. (2013). Summer camping: An extraordinary, nostalgic, and interpersonal experience. Journal of Vacation Marketing, 19(3), 197-208. https://doi.org/10.1177/1356766712463719
Uzkurt, C., & Özmen, M. (2006). A new opportunity for marketing managers: Virtual communities. Afyon Kocatepe University Journal of Economics and Administrative Sciences, 8(1), 23-40.
Wellman, B., & Gulia, M. (1999). Net-surfers don’t ride alone: Virtual communities as communities. Networks in the Global Village: Life in Contemporary Communities, 10(3), 34-60. https://doi,org/10.4324/9780429498718-11
Wu, M.Y., & Pearce, P.L. (2014). Appraising netnography: Towards insights about new markets in the digital tourist era. Current Issues in Tourism, 17(5), 463-474.
Yıldırım, A., & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Seçkin Yayınları.
Yüksek, T., Çilli, M., Kurdoğlu, O., Dinçer, D., & Yüksek, F. (2012). Fırtına vadisi’nde rekreasyonel faaliyetler ve çevresel etkileri. İçinde I. Rekreasyon Araştırmaları Kongresi bildiriler kitabı, 12-15 April 2012, Kemer, Antalya.