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

Yıl 2023, Cilt: 8 Sayı: 2, 337 - 359, 01.12.2023

Yasemin Keskin Yılmaz

https://doi.org/10.47107/inifedergi.1333502

Öz

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.

Anahtar Kelimeler

Storytelling, destinations, YouTube, promotional videos, Go Türkiye

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

Öz

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.

Anahtar Kelimeler

Hikaye anlatımı, destinasyonlar, YouTube, tanıtım videoları, Go Türkiye.

Kaynakça

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