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Bu çalışmanın amacı, destinasyon marka iletişimi için önemli bir aracı olan hikaye anlatıcılığı konusunu, Konya hakkında yapılan hikaye anlatıcılığı örnekleri ile incelemektir. Hikayeler tüketiciler için sembolik anlamlar içermektedir. Hikayeler sayesinde ürün/hizmet tüketiciler tarafından anlamlandırılır. Hikayesi olan markalar tüketici zihninde daha kolay yer edinebilmektedir. Hikayelerin anlatılan ya da anlatılmak istenen konuları somut tüketici deneyimine dönüştürmek gibi güçlü bir özelliği vardır ve deneyime dönüştüklerinde marka ile tüketici arasında bağ kurulur. Destinasyonların da bir marka olabileceği ya da markalaşma çabaları içerisinde oldukları düşünüldüğünde hikaye anlatıcılığının önemi ortaya çıkmaktadır. Turistler bir destinasyonu, o destinasyon hakkında anlatılan hikayeler sayesinde anlamlandırmaktadır. Destinasyon marka imajı ve kişiliğinin oluşumunda önemli bir etkiye sahip olan hikayeler destinasyonun tercih edilmesinde bir etken olabilmektedir. Günümüzde Paris’in romantik, Milano’nun tarz sahibi, New York’un enerji dolu, Washington’un güç sahibi ve Tokyo’nun modern olarak algılanmasında, bu destinasyonlar hakkında anlatılan hikayelerin etkisinin olduğu bilinmektedir. Destinasyonlar her zaman hikayelere ihtiyaç duymuştur. Bu hikayelerde yer alan, efsaneler, karakterler, inanışlar ve deneyimler destinasyonu ilgi çekici hale getirmekte ve destinasyonlar turistlerin zihninde yer edinebilmektedir. Çalışmada Konya hakkında anlatılan hikayeler, içerik analizine dayalı nitel yaklaşım kullanılarak belirlenmiştir. Destinasyon markası ile bağlantılı olduğu düşünülen temalar oluşturulmuş ve sınıflandırılmıştır. Bununla birlikte destinasyon markası ile ilgili olduğu düşünülen çeşitli karakterler/unsurlar, mekanlar ve anlamlar belirlenmiştir. İlgili alan yazın incelendiğinde hikaye anlatıcılığının destinasyonların turistlerin zihninde konumlanmasında ve tercih edilmesinde, destinasyon imajı ve kişiliğinin oluşmasında, destinasyonların rekabet avantajı elde etmesinde etkili olduğu sonuçları görülmüştür. Çalışma sonucunda belirlenen temalar sırasıyla “inanç, mistik, tarih, sevgi ve yöreseldir.” İncelenen hikayelerde en çok öne çıkan karakterler/unsurlar; “Mevlana Celaleddini Rumi, Şemsi Tebrizi, Selçuklu, Osmanlı, Sultan abla, etliekmek, pilav ve tahta kaşıktır.” Genel olarak hikayelerde sunulan anlamlar “ilahi aşk, kavuşma, ilim, eğitim, cesaret, aşk, yiyecek ve folklordur.” Çalışmada Konya hakkında yapılan hikaye anlatıcılığı neticesinde belirlenmiş ve sınıflandırılmış olan hikayelerin Konya’nın markalaşması hususunda nasıl kullanılabileceğine dair ilgili kurum ve kuruluşlara önerilerde bulunulmuştur.
The purpose of this study is to explore the subject of story narrative, which is an important tool for destination brand communication, with examples of story narrative made about Konya. Stories contain symbolic meanings for consumers. Through the stories, the product/service is understood by consumers. Brands with stories can find a easier place in the consumer mind. Stories have a powerful feature, such as turning themes that are told or wanted to be told into a concrete consumer experience, and when they are converted into experience, a link is established between the brand and the consumer. When it is considered that the destinations may also be a brand or are in a branding effort, the importance of narrative is revealed. Tourists understand a destination, thanks to the stories told about that destination. Stories that have a significant influence on the formation of the destination brand image and personality can be a factor in the preference of the destination. Today, it is known that in Paris’s romantic, Milan’s stylist, New York’s energetic, Washington’s powerful and Tokyo’s modern perception, the influence of the stories told about these destinations is known. Destinations have always needed stories. In these stories, legends, characters, beliefs and experiences make the destination interesting and the destinations can be placed in the minds of tourists. The stories told about Konya in the study were determined using a quality approach based on content analysis. Themes that are thought to be linked to the destination brand have been created and classified. However, various characters/objects, places and meanings that are considered to be related to the destination mark have been determined. When the relevant area is studied in the summer, the story story has been shown to be effective in the positioning and preference of destinations in the minds of tourists, in the formation of the destination image and personality, in the achievement of the competitive advantage of the destinations. The topics determined in the study are, respectively, "credo, mystic, history, love and local. The most prominent characters in the reviewed stories are: "Mevlana Celaleddini Rumi, Shemsi Tebrizi, Selçuklu, Ottoman, Sultan sister, etliekmek, rice and tree teaspoon." In general, the meanings presented in stories are "the divine is love, encounter, science, education, courage, love, food and folklore." The study has been given recommendations to the relevant institutions and organizations on how the stories that have been identified and classified as a result of the story narrative about Konya can be used in relation to the branding of Konya.
The aim of this study is to examine the subject of storytelling, which is an important tool for destination brand communication, with examples of storytelling about Konya. Stories contain symbolic meanings for consumers. Thanks to the stories, the product/service is interpreted by the consumers. Brands with a story can gain a place in the minds of consumers more easily. Stories have a powerful feature such as transforming the topics that are told or wanted to be told into concrete consumer experience, and when they turn into experiences, a bond is established between the brand and the consumer. Considering that destinations can also be a brand or are in branding efforts, the importance of storytelling emerges. Tourists make sense of a destination through the stories told about that destination. Stories, which have an important effect on the formation of the destination brand image and personality, can be a factor in the preference of the destination. It is known that the stories told about these destinations affect the perception of Paris as romantic, Milan as stylish, New York full of energy, Washington as powerful and Tokyo as modern. Destinations have always needed stories. Legends, characters, beliefs and experiences in these stories make the destination interesting and destinations can take place in the minds of tourists. In this study, the stories told about Konya have been determined using a qualitative approach based on descriptive analysis. Themes that are thought to be related to the destination brand have been created and classified. In addition, various places, beliefs, characters and experiences that are thought to be related to the destination brand have been determined. When the relevant literature is examined, it has been seen that storytelling is effective in the positioning in the minds of tourists and preference of destinations, the formation of destination image and personality, and the competitive advantage of destinations. As a result of the study, the themes determined are; “faith, mystical, history, love and local.” The most prominent characters/elements in the stories are; “Mevlana Celaleddini Rumi, Şemsi Tabrizi, Seljuk, Ottoman, Sultan sister, etliekmek, rice and wooden spoon.” In general, the meanings presented in the stories are; “divine love, reunion, knowledge, education, courage, love, food and folklore.” In this study, suggestions have been made to relevant institutions and organizations on how the stories about Konya can be used for branding of Konya.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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