Ören yerleri sahip oldukları çeşitli özellikler ile önemli turizm çekim merkezleridir. Bu gibi destinasyonların insana has birtakım kişilik özellikleriyle nitelenmesi mümkündür. Ören yerleri de tıpkı diğer destinasyonlar gibi kişilik özellikleriyle nitelenerek ziyaretçilerin zihinlerinde somutlaştırılabilir. Böylece rekabet avantajı elde edebilirler. Bu çalışma, Türkiye'nin önemli arkeolojik sit alanları arasında yer alan Göbeklitepe Ören Yeri’nin marka kişiliğin ziyaretçilerin görüşleri doğrultusunda tespit edilmesi amacıyla yapılmıştır. Bu çalışmanın yapılabilmesi için gerekli olan etik kurul izni, Çanakkale Onsekiz Mart Üniversitesi Lisansüstü Eğitim Enstitüsü Bilimsel Araştırmalar Etik Kurulu'nun 30.09.2021 tarihindeki 17/19 sayılı kararıyla alınmıştır. Çalışmada Göbeklitepe Ören Yeri’nin marka kişiliği, Tripadvisor.com web sitesinde bölgeyi ziyaret eden ziyaretçilerin yorumları değerlendirilerek belirlenmeye çalışılmıştır. Bu kapsamda, nitel araştırma yöntemlerden biri olan içerik analizi yönteminden yararlanılarak ilgili web sitesindeki yorumlar analiz edilmiştir. Sonuç olarak, Göbeklitepe Ören Yeri’nin marka kişiliğinin özgünlük-heyecan, yetkinlik ve seçkinlik-sağlamlık olmak üzere üç boyut ile ön plana çıktığı tespit edilmiştir. Böylece, elde edilen sonuçlara paralel olarak öneriler geliştirilmiştir.
It is a major tourist attraction center with the various features they have. It is possible that such destinations are characterized by a number of personality characteristics. It can also be characterized by personality characteristics, like other destinations, in the minds of visitors. That means they can gain a competitive advantage. This study was done with the aim of identifying the brand personality of the Göbeklitepe Ören Place, which is among the important archaeological sites of Turkey, according to the views of visitors. The ethical board permission required for this study was adopted by Decision No. 17/19 of the Scientific Research Ethical Board of the University of Çanakkale on March 18th, dated 30.09.2021. In the study, the brand personality of the site was tried to be determined by evaluating the reviews of visitors visiting the area on the Tripadvisor.com website. In this context, comments on the relevant website have been analyzed using the content analysis method, which is one of the quality research methods. As a result, it has been found that the brand personality of Göbeklitepe Ören Place has come to the forefront with three dimensions: originality-highness, competence and excellence-sufficiency. Therefore, recommendations were developed parallel to the results obtained.
Archaeological sites are important tourism attraction centers with their various features. It is possible to be characterized such destinations through some human-specific personality traits. Just like other destinations, archaeological sites can be characterized by their personality traits and embodied in the minds of visitors. Thus, they could gain a competitive advantage. This study has been carried out in order to determine the brand personality of Göbeklitepe Archaeological Sites, which is among the important archaeological sites of Turkey, in line with the views of the visitors. The ethics committee permission for the study has been obtained with the decision numbered 17/19 of the Scientific Researches Ethics Committee of Çanakkale Onsekiz Mart University School of Graduate Studies on 30.09.2021. The brand personality of Göbeklitepe Archaeological Sites has been tried to be determined by evaluating the comments of visitors on the Tripadvisor.com website. In this context, the contents of comments on the website has been analyzed by using the content analysis method, which is one of the qualitative research methods. After the analysis, it has been determined that the brand personality of Göbeklitepe Archaeological Sites stands out with three dimensions: originality-excitement, competence and sophistication-ruggedness.
Dergi Türü : Uluslararası
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