Proje Tamamlandı Yükseköğretim Kurumları Destekli Proje

Turizmde Dijital Pazarlamada Akıllı Telefon Uygulamaları Erzurum Örneği

Erkan DENK (Yürütücü), Murathan Keha (Araştırmacı), Yeşim DURSUN DENK (Proje Ekibinde Üye), Betül Buladi Çubukcu (Araştırmacı)

Atatürk Üniversitesi 2024–2025

Proje özeti

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Projenin kapsamı; Erzurum’a ziyarete gelen yerli ve

yabancı turistlere yöreye ait kültürel unsurları, lezzetleri, yemek deneyimi

yaşayabilecekleri yerleri, konaklama hizmeti sunan işletmeleri ve ilçelere

ait rota önerilerini geniş bilgi birikimi ile tek bir uygulamada sunabilecek

akıllı telefonlarla uyumlu olabilecek web sitesi aracılığıyla uygulama

(aplikasyon) geliştirmektir. Bu konuda ilgili paydaşlar ile (Yerel

yöneticiler, otel işletmeleri genel müdürleri, yiyecek içecek işletmeleri yöneticileri,

vb.) gerçekleştirilecek yarı yapılandırılmış mülakatlar sonucunda böyle bir

uygulamanın ihtiyacı belirlenecek olup uygulama içeriğinin şekillenmesi

görüşme bulguları ile sağlanacaktır. Ayrıca proje, turistlerin seyahatlerini

kolaylaştıracağı, rehberlere kılavuzluk edebileceği, uyarılmış ziyaretçilerin

zengin içeriği ile Erzurum açısından ilgisini çekebileceği, turist sayısı ve turizm

gelirinde bölgede artışlara yardımcı olabileceği düşünülmektedir. Daha önce

böyle kapsamlı bir uygulamanın Erzurum destinasyonu özelinde yapılmamış ve

uygulanmamış olması, alandaki ilgili boşluğu doldurması sebebiyle çalışmanın

önemi ve özgünlüğü açıktır. Çünkü dijital çağda turistler artık bilgiye daha

kolay ulaşmak ve destinasyona gelmeden çeşitli gezi planlamaları yapmak

istemektedir (Chang, 2017; Çelik ve Topsakal, 2017). Ortaya konulacak böyle

bir uygulama ziyaretçilerin Erzurum destinasyonuna daha gelmeden önce

ilgisini çekecek, turizm faaliyetlerinin planlanması noktasında onlara

kolaylık sağlayacak, ulusal ve uluslararası pazarda Erzurum’un daha iyi

tanıtımının yapılmasına katkı sunacak ve sosyal anlamda kullanıcılarına

çeşitli bilgiler aktararak kültürün sürdürülebilirliğine yardımcı olacaktır.

Bu etkilerle birlikte Erzurum’a gelen turist sayısında, turizm gelirinde ve

kültürü deneyimleme isteğinde olan seyahat severlerde artış yaratabileceği de

değerlendirilmektedir. Bu projenin dayanağını ise nitel bir araştırma modeli

kullanılarak yerel yönetici ve turizm paydaşları ile yapılan yarı

yapılandırılmış mülakatlardan elde edilen bulgular oluşturmaktadır. Yöre ile

ilgili iki uygulamadan bazı katılımcıların haberinin olmamasına karşılık,

haberdar olan katılımcıların da birçok eksikliği ifade etmeleri projede

önerilen kapsamlı akıllı telefon uygulamasının ihtiyacını açık bir şekilde

desteklemektedir.

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Anahtar Kelimeler: Dijital turizm pazarlaması,

Akıllı telefon uygulaması, Erzurum.

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Sürdürülebilir Kalkınma Amaçları

SKA 16: Barış, Adalet ve Güçlü Kurumlar