ULUSAL TURİZM TANITIM FİLMLERİNİN KARŞILAŞTIRMALI ANALİZİ: TÜRKİYE VE İSPANYA ÖRNEĞİ

Abstract

As globalization and internet usage rate increase all over the world, new methods and promotional media have been developed in publicity activities in tourism as well as all other industries. In this context, destination videos are stood out and frequently broadcasted in different mediums such as tourism fairs, television, cinema and internet. It is known that publicity videos have significant effects on destination image and destination brand. Accordingly, the content and messages of the destination promotional videos are the cornerstones of this process. In this study, official promotional videos of Turkey and Spain which is dated 2016 were examined and compared by using content analysis. According to the result of the content analysis, it is evaluated that Turkey generally emphasizes the natural environment and locational atmosphere, whereas Spain uses natural resources, general infrastructure and culture, history and artistic items in the scope of the publicity activities for attracting visitors.