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ÖZET Sürdürülebilir turizm hareketlerinin en önemli faaliyetlerinden biri olan kırsal turizm; yoğun şehir hayatından bunalmış turistlerin tarımsal alanlarda çeşitli etkinlikler gerçekleştirmesi ile oluşmaktadır. Bu oluşum öncesinde turizm endüstrisinin birçok alanında olduğu gibi teknoloji çok büyük bir rol oynamaktadır. Özellikle günümüzde yüksek oranda kullanılan akıllı telefonlar ve sosyal medya uygulamaları ile turistler faaliyetleri öncesi birçok araştırma yapmakta, bu doğrultuda hareket etmektedir. Bu bağlamda sosyal medya uygulamalarının kırsal turizm destinasyon tanıtımı ve turistlerin karar verme süreçlerine önemli bir katkı sağlayacağı düşünülmektedir. Bu çalışma, kırsal turizmin yaygınlaşmasında sosyal medyanın rolünü ortaya koymak amacıyla hazırlanmıştır. Sosyal medyanın destinasyon tanıtımındaki rolünü belirlemek için, Karadeniz’in Ayder Yaylası ile Akdeniz’in Namrun yaylasına ait Facebook, Twitter ve Instagram hesapları 14 ifadenin yer aldığı bir tablo ile karşılaştırılmıştır. Karşılaştırmadan elde edilen veriler incelenerek bir içerik analizi çalışması yapılmıştır. Yapılan içerik analizi, sosyal medyanın kırsal turizm tanıtımında önemli bir rol oynadığını ve turistlerin plan yaparken bu teknolojik araçtan büyük ölçüde faydalandıklarını ortaya koymuştur. Sonuç olarak, kırsal turizm faaliyeti gösteren destinasyonların sosyal medya üzerinde resmi olarak sayfalar oluştuma ve aktif bir şekilde paylaşım yapmalarının destinasyon ve bünyesinde bulunan örgütler açısından olumlu bir sonuç ortaya çıkaracağı öngörülmektedir. ABSTRACT Rural tourism, which is one of the most important activities of sustainable tourism movements; overwhelmed by the busy city life of tourists in a variety of activities occur in the field. Prior to this formation, technology plays a major role as in many areas of the tourism industry. Especially with the smart phones and social media applications which are highly used today, tourists do a lot of research before the activity and act in this direction. In this context, it is thought that social media applications will contribute to the promotion of rural tourism destinations and decision-making processes of tourists. This study has been prepared to reveal the role of social media in the spread of rural tourism. In order to determine the role of social media in the promotion of destinations, the Facebook, Twitter and Instagram accounts of Ayder Plateau of the Black Sea and Namrun Plateau of the Mediterranean were compared with a table of 14 statements. A content analysis study was conducted by examining the data obtained from the comparison. The content analysis showed that social media plays an important role in the promotion of rural tourism and that tourists benefit greatly from this technological tool when planning. As a result, it is foreseen that the destination of rural tourism activities to form official pages on social media and to actively share it will produce a positive result for the destinations and the organizations within it.
Rural tourism, one of the most important activities of the sustainable tourism movements, consists of the tourists who are depressed by the intense city life in the fields of agriculture. As in many areas of the tourism industry before this formation, technology plays a great role. Especially today, with high-performance smartphones and social media applications, tourists are doing many research prior to their activity, moving in this direction. In this context, it is believed that social media applications will make a significant contribution to the promotion of rural tourist destinations and the decision-making processes of tourists. This study was prepared to show the role of social media in the spread of rural tourism. To determine the role of social media in the destination promotion, the Facebook, Twitter and Instagram accounts of the Black Sea’s Ayder Falls and the Namrun Falls of the Mediterranean were compared with a table containing 14 expressions. The comparison of the data was conducted by an analysis of the content. The content analysis has shown that social media plays an important role in promoting rural tourism and that tourists have greatly benefited from this technological tool when planning. As a result, it is predicted that the official forming and actively sharing pages on social media of the destinations that show rural tourism activities will have a positive result in terms of the destinations and organizations within them. ABSTRACT Rural tourism, which is one of the most important activities of sustainable tourism movements; overwhelmed by the busy city life of tourists in a variety of activities occur in the field. Prior to this formation, technology plays a major role as in many areas of the tourism industry. Especially with the smart phones and social media applications that are highly used today, tourists do a lot of research before the activity and act in this direction. In this context, it is thought that social media applications will contribute to the promotion of rural tourism destinations and decision-making processes of tourists. This study has been prepared to reveal the role of social media in the spread of rural tourism. In order to determine the role of social media in the promotion of destinations, the Facebook, Twitter and Instagram accounts of Ayder Plateau of the Black Sea and Namrun Plateau of the Mediterranean were compared with a table of 14 statements. A content analysis study was conducted by examining the data obtained from the comparison. The content analysis showed that social media plays an important role in the promotion of rural tourism and that tourists benefit greatly from this technological tool when planning. As a result, it is expected that the destination of rural tourism activities to form official pages on social media and to actively share it will produce a positive result for the destinations and the organizations within it.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Ulusal
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