Destinasyon pazarlamasında tanıtım materyallerinin yeri ve önemi: Sinop örneği
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Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Sinop Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmada destinasyon pazarlamasında tanıtım materyallerinin yerinin ve öneminin tespiti amaçlanmıştır. Bu kapsamda hazırlanan anket aracılığıyla Sinop Üniversitesinde çalışan akademik ve idari personele ulaşılmaya ve görüşleri belirlenmeye çalışılmıştır. Araştırmanın veri toplama sürecinde anket tekniğinden yararlanılmıştır. Yapılan bu çalışmada dört bölümden ve 39 sorudan oluşan bir anket kullanılmıştır. Araştırma alanının seçiminde Sinop destinasyonunun turistik değerlerine ve zenginliklerine ilave olarak ahşap tekne modelleri, keten dokumacılığı, gümüş takı tasarım ve bıçak imalatı noktasında marka bir şehir olması ve destinasyona gelen yerli ve yabancı turistlerin bu ahşap tekne modelleri kapsamında değerlendirilen "kotra" başta olmak üzere ilgili diğer ürünleri de hediyelik eşya, tanıtım materyal, ve görseli olarak sıklıkla tercih etmeleri belirleyici olmuştur. Araştırma veri toplama süreci 15 Eylül 2023-25 Aralık 2023 tarihlerinde ulaşılabilen Sinop Üniversitesi akademik ve idari personelinden oluşturmaktadır. Bu çalışmada örnekleme dâhil edilecek bireylerin belirlenmesinde olasılığa dayalı olmayan örnekleme yöntemlerinden kolayda örneklem yönteminden yararlanılmıştır. Evren büyüklüğü için kabul edilebilir örneklem büyüklüğünü (292 katılımcı) sağlamak için hazırlanan çevrimiçi anket Sinop Üniversitesi'nde çalışmakta olan akademik ve idari personele ulaştırılmıştır. Araştırma sonucunda; Sinop Üniversitesi akademik ve idari personelinin yine çoğunluğunun daha evvel Sinop'tan hediyelik eşya satın aldıkları, Sinop'tan hediyelik eşya olarak ahşap tekne modellerinden kotrayı tercih ettikleri, yıllık 1000TL ve altında bir bütçeyi hediyelik eşya satın almaya ayırdıkları, Sinop'ta satılan hediyelik eşya fiyatlarını uygun buldukları, Sinop'taki hediyelik eşyaların fiyatlarının satın alma tercihlerini etkilediği, Sinop'u hediyelik eşya noktasında ahşap tekne modellerinin tam olarak yansıttığını düşündükleri ve Sinop'ta bulunması ve satışa sunulması gereken hediyelik eşya önerisi olarak Diyojen Heykeli'ni ön plana çıkardıkları tespit edilmiştir. Araştırmaya katılan Sinop Üniversitesi akademik ve idari personelinin nadiren destinasyona özgü fotoğraflar, kartpostallar ve resimler; arada sırada destinasyona özgü yiyecekler, içecekler ve kıyafetler gibi ürünler; destinasyona özgü ahşap ürünler, oymalar ve cam eşyalar gibi el işçiliği gerektiren ürünler; destinasyona özgü yayınlanan kitaplar ve dergiler gibi tanıtıcı ürünler; destinasyona özgü anahtarlık, magnet ve kupa gibi üzerinde yöresel işaretler bulunan ürünler; destinasyona özgü üzerinde şehir isminin, otel isminin ya da buraya özgü bir çekiciliğin isminin yazdığı şapkalar veya kıyafetler gibi ürünler; destinasyona özgü tablolar, doldurulmuş hayvanlar, oyuncaklar veya süs eşyaları gibi sanat ve el sanatları ürünleri ve destinasyona özgü satın alınabilen diğer ürünler satın aldıkları belirlenmiştir.
This study aims to determine the place and importance of promotional materials in destination marketing. In this context, an attempt was made to reach academic and administrative staff working at Sinop University and determine their opinions through the survey prepared. Survey technique was used in the data collection process of the research. In this study, a survey consisting of four sections and 39 question was used. In the selection of the research area, in addition to the touristic values and riches of the Sinop destination, the fact that it is a brand city in terms of wooden boat models, linen weaving, silver jewelry design and knife manufacturing and that local and foreign tourists coming to the destination are interested in other related products, especially "kotra", which is evaluated within the scope of these wooden boat models. It has been determined that they frequently prefer these products as souvenirs, promotional materials and visuals. The research data collection process consists of Sinop University academic and administrative staff who can be reached between 15 September 2023 and 25 December 2023. In this study, convenience sampling method, one of the non-probability sampling methods, was used to determine the individuals to be included in the sample. The online survey prepared to ensure an acceptable sample size (292 participants) for the universe size was delivered to academic and administrative staff working at Sinop University. As a result of the research; The majority of the academic and administrative staff of Sinop University have bought souvenirs from Sinop before, they prefer the cutter wooden boat model as a souvenir from Sinop, they allocate an annual budget of 1000 TL or less to buy souvenirs, and the prices of souvenirs sold in Sinop are low. It has been determined that they find it appropriate, that the prices of souvenirs in Sinop affect their purchasing preferences, that they think that wooden boat models fully reflect Sinop in terms of souvenirs, and that they highlight the Diogenes Statue as a suggestion for souvenirs that should be found and offered for sale in Sinop. Academic and administrative staff of Sinop University who participated in the research rarely have destination-specific photographs, postcards and paintings; occasional products such as destination-specific foods, beverages and clothing; handcrafted products such as destination-specific wooden products, carvings and glassware; promotional products such as books and magazines published specific to the destination; products with local signs such as destination-specific key chains, magnets and mugs; Products specific to the destination, such as hats or clothes, on which the city name, hotel name or the name of a specific attraction is written; It was determined that they purchased arts and crafts products such as destination-specific paintings, stuffed animals, toys or ornaments, and other destination-specific purchasable products.
This study aims to determine the place and importance of promotional materials in destination marketing. In this context, an attempt was made to reach academic and administrative staff working at Sinop University and determine their opinions through the survey prepared. Survey technique was used in the data collection process of the research. In this study, a survey consisting of four sections and 39 question was used. In the selection of the research area, in addition to the touristic values and riches of the Sinop destination, the fact that it is a brand city in terms of wooden boat models, linen weaving, silver jewelry design and knife manufacturing and that local and foreign tourists coming to the destination are interested in other related products, especially "kotra", which is evaluated within the scope of these wooden boat models. It has been determined that they frequently prefer these products as souvenirs, promotional materials and visuals. The research data collection process consists of Sinop University academic and administrative staff who can be reached between 15 September 2023 and 25 December 2023. In this study, convenience sampling method, one of the non-probability sampling methods, was used to determine the individuals to be included in the sample. The online survey prepared to ensure an acceptable sample size (292 participants) for the universe size was delivered to academic and administrative staff working at Sinop University. As a result of the research; The majority of the academic and administrative staff of Sinop University have bought souvenirs from Sinop before, they prefer the cutter wooden boat model as a souvenir from Sinop, they allocate an annual budget of 1000 TL or less to buy souvenirs, and the prices of souvenirs sold in Sinop are low. It has been determined that they find it appropriate, that the prices of souvenirs in Sinop affect their purchasing preferences, that they think that wooden boat models fully reflect Sinop in terms of souvenirs, and that they highlight the Diogenes Statue as a suggestion for souvenirs that should be found and offered for sale in Sinop. Academic and administrative staff of Sinop University who participated in the research rarely have destination-specific photographs, postcards and paintings; occasional products such as destination-specific foods, beverages and clothing; handcrafted products such as destination-specific wooden products, carvings and glassware; promotional products such as books and magazines published specific to the destination; products with local signs such as destination-specific key chains, magnets and mugs; Products specific to the destination, such as hats or clothes, on which the city name, hotel name or the name of a specific attraction is written; It was determined that they purchased arts and crafts products such as destination-specific paintings, stuffed animals, toys or ornaments, and other destination-specific purchasable products.
Açıklama
Anahtar Kelimeler
Turizm, Tourism
