Özet:

With the introduction of technology into our lives, search engines have become one of the commonly used tools when making vacation plans. Decision makers can use search engine query data to make demand forecasts of tourism destinations and to carry out an effective promotional activity. The aim of this study is to try to predict the tourism destinations that people can travel to by analyzing their internet searches. For this, trend analysis, one of the demand forecasting methods, has been used. 18 different locations from Turkey are included in the UNESCO World Heritage List. This list was analyzed by using Google Trends data from the last five years. According to the data of 2020 Turkey Ministry of Culture and Tourism top five countries sending tourists to Turkey are Russia, Bulgaria, Germany, Ukraine and England. In this study, five countries were scanned separately. When the obtained results are listed, the city of Istanbul comes first. Searching other cultural heritage sites on the Internet has shown differences according to countries. Great Mosque and Hospital of Divriği (Sivas), Hattusha: the Hittite Capital (Çorum), Archaeological Site of Troy (Çanakkale) and Archaeological Site of Ani (Kars) did not yield sufficient results in Google Trends analysis, as they did not reach sufficient search levels in any of the five countries. As a result of the analysis, it was seen that countries have different touristic preferences. Suggestions have been made on the activities that can be done for the promotion and marketing of the values on the UNESCO list.

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