TURİZM PAZARLAMASI BAĞLAMINDA G20 ÜLKELERİNİN INSTAGRAM ETKİNLİKLERİ

Günümüzde sosyal medya, pazarlama iletişimi staretjileri doğrultusunda turizm pazarlaması, destinasyon pazarlaması, ülke markalaşması, ülke imajı oluşturma vs. gibi pek çok konuda etkin bir araç olarak kullanılmakta ve bu platformlar aracılığıyla sanal kültürel içerikler üretilmektedir. Bu çalışmada, dünyadaki önemli bir turizm destinasyonu olarak Türkiye’nin tanıtımında günümüzde oldukça popüler bir sosyal medya platformu olan Instagram’ın etkili bir araç olarak kullanıp kullanılmadığı sorusuna yanıt aranmıştır. Bu sorunun cevaplanabilmesi için Türkiye’nin Instagram platformunda yer alan resmi turizm sayfasının etkinliği ve dünyanın diğer önde gelen ülkelerinin resmi turizm sayfalarının etkinliği kantitatif bir yöntemle incelenmiş ve karşılaştırılmıştır. Böylece Türkiye’nin dünya sıralamasındaki yeri saptanmaya çalışılmıştır. Araştırmanın örneklemi, AB üyesi ve G20 üyesi kırk üç ülkeden (Almanya, Avusturya, Belçika, Bulgaristan, Çek Cumhuriyeti, Danimarka, Estonya, Finlandiya, Fransa, GKRY, Hırvatistan, Hollanda, İngiltere, İrlanda, İspanya, İsveç, İtalya, Letonya, Litvanya, Lüksemburg, Macaristan, Malta, Polonya, Portekiz, Romanya, Slovakya, Slovenya, Yunanistan, Amerika Birleşik Devletleri, Arjantin, Avustralya, Brezilya, Çin, Endonezya, Güney Afrika, Güney Kore, Hindistan, Japonya, Kanada, Meksika, Suudi Arabistan, Rusya, Türkiye) oluşmaktadır. Araştırmanın sonucuna göre, etkinlik sıralamasında Avustralya birinci Türkiye ise ikinci olmuştur.

IN THE CONTEXT OF TOURISM MARKETING G20 COUNTRIES’ INSTAGRAM ACTIVITIES

Today, social media is used as an effective tool in many aspectssuch as tourism marketing, destination marketing, country branding,country image creation etc. and virtual cultural contents associated withcountries are produced through these platforms. In this study, whetherthe Instagram, which is today a quite popular social media platforms inpromoting Turkey as an important world tourism destination, was usedas an effective tool or not was investigated. To find answer to thisquestion, the performance of Turkey's official tourism website inInstagram platforms was compared with the performance of officialtourism pages of other leading countries of the world. Thus, it was triedto determine the place of Turkey in the World rankings. In the research,the Instagram performances of forty three countries- the members of theEU and G20- (Austria, Belgium, Bulgaria, Czech Republic, Denmark,Estonia, Finland, France, Cyprus, Croatia, Netherlands, Ireland, Spain,Sweden, Italy, Latvia, Lithuania, Luxembourg, Hungary, Malta, Poland,Portugal, Romania, Slovakia, Slovenia, Greece, United States, Argentina,Australia, Brazil, China, Indonesia, South Africa, South Korea, India,Japan, Canada, Mexico, Saudi Arabia, Russia, Turkey) were examined.The Instagram performance in this study was the number of posts thatwere shared through Instagram and called virtual cultural content.According to the result of the research, Turkey takes its place in thesecond rank in the sampling of the countries, which share the contentsvia Instagram. It is observed that Australia, which is the first in ranking,created twice as much visual cultural content compared with Turkey.

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