INTERNET AND HALAL TOURISM MARKETING

Yaş, cinsiyet, eğitim ve dünya görüşü gibi bireysel özelliklerin tüketim üzerinde belirli etkileri bulunmaktadır. Söz konusu bu bireysel özelliklerin yanı sıra din ve inancın da tüketim ve tüketim alışkanlıkları üzerinde bir etkisi bulunmaktadır. Aynı zamanda birer tüketici olan insanların yaşayacakları, nasıl tüketecekleri neleri yapıp, neleri yapmamaları konusunda yönlendirmektedir. Örneğin, İslam dini bağlamında öne çıkan "helal" kavramı pazarlama alanında da yansımalarını göstermektedir Gıda, tekstil, ulaşım, finans ve turizm gibi birçok sektörü kapsayan "helal endüstri" her geçen gün büyümektedir. Dünya nüfusunun %23'ünü oluşturan Müslümanların "helal gıda, helal finans, helal ulaşım ve helal tatil" beklentileri helal pazarın büyümesini sağlayan en önemli nedenlerdendir. Bu durumdan dolayı helal pazar dilimindeki firmalar kurumsal kimlikten, kurumsal kültüre, mekansal tasarımdan, pazarlama ilkeleri, araçları ve medyalarına kadar dinsel gösterge ve duyarlılıklara büyük önem vermektedirler. İslami yaşam tarzı, hijyen, güvenlik ve sadece kadınlara yönelik hizmet beklentilerinden dolayı "helal turizm" hem dünya da hem de Türkiye'de daha fazla talep edilir bir hale gelmiştir. Bu çalışmanın temel amacı "helal turizm" kavramını, "helal oteller, helal ulaşım (helal havayolları), helal gıda, helal tur paketleri ve helal finans gibi çeşitli öğeleri ile incelemektir. Çalışmada, "helal turizm" sektöründe faaliyet gösteren çeşitli otellerin web siteleri ve turizm pazarlamasında öne çıkan farklı yönleri görsel ve metinsel olarak analiz edilmiştir.

INTERNET VE HELAL TURIZM PAZARLAMASI

Individual characteristics such as age, gender, education and worldview have specific impacts on consumption. In addition to these individual characteristics, religion and belief have an impact on consumption and consumption habits too. Human’s, at the same time as a consumer, religion and the belief guide them about how to live, how to consume, what to do or what not to do. For instance, in the context of Islam the notion of “halal” shows its reflections on the field of marketing. Covering many sectors such as food, textile, transport, finance and tourism “halal industry” has growed quickly. Muslims constitute 23% of the global population. Muslim consumers’ expectations of “halal food, halal finance, halal transportation and halal holiday” are one of the most important factors that lead to the growth of the halal market. Therefore, from corporate identity to corporate culture, spatial design to marketing policies, marketing tools and media the companies in the halal market segment give particular importance to religious indicators and sensitivity. Because of expectations such as Islamic lifestyle, hygiene, security and the services just for women the concept of “halal tourism” has become more demanded in the world and in Turkey. The main purpose of this study is to examine and define the concept of “halal tourism” with its elements such as “halal hotels, halal transportation (halal airlines), halal food, halal tour packages and halal finance.” In this study, various examples of hotels’, which offer services in the “halal tourism” sector, web sites and their differentiating aspects in the tourism marketing were visually and textually analysed

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