STORYTELLING IN DESTINATIONS’ PROMOTIONAL VIDEOS: CASE OF GO TÜRKIYE OFFICIAL YOUTUBE PAGE
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
One of the important needs that humanity has sought to meet throughout history has been to tell others regarding things, real or imagined. It is seen that stories are carriers of cultural values as they are told from generation to generation and become a tool. Especially today, stories are an important power of the tourism industry in terms of sustaining cultural heritage tourism. Storytelling is one of the prominent strategies in destination marketing. Storytelling, which allows forming emotional bonds between tourists and destinations, providing unforgettable experiences and strengthening the destination image, is used in different communication tools through media technologies. Positioning destinations in the minds of potential tourists through stories allows tourists to want to go to the place described in the story and to influence their travel decisions. This study aims to examine how storytelling is used in promotional videos of prominent destinations in Türkiye. In this regard, the promotional videos of the ten different destinations on Go Türkiye’s YouTube channel within the context of storytelling elements were analysed. In the study, promotional videos were discussed in terms of the structural factors of the story (Fog et al. 2001), brand archetypes used in the story (Mark and Pearson, 2001) and digital story elements (Robin, 2006; Harris and Rea, 2019). There were message and character elements in all the videos, no conflict is used in any of the videos, and the plot takes place in a fiction that may be weak in all the videos, according to the findings. The dramatic question, emotional content, music, and pacing were all found in all videos that were evaluated in terms of elements. All promotional videos featured points of view that emphasized the uniqueness of destinations. The findings of the study have potential brand strategy implications for tourism destination managers and implications for producing destination promotional videos. Although some Destination Management Organizations (DMOs) have their own social media websites, monitoring stories that appear on their official social media (e.g. YouTube) can be a primary step when strategically managing marketing efforts. The results of the current paper can be an opportunity for managers of DMOs to perfect their marketing strategies depending on the storytelling elements. Based on the findings, it can be advised that DMOs and tourism companies should focus on providing a good story for target groups to lead their re/visiting to the destination.
Açıklama
Anahtar Kelimeler
Otelcilik, Konaklama, Spor ve Turizm, İletişim, YouTube, Storytelling, destinations, promotional videos, Go Türkiye
Kaynak
İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
2
