From Digital Footprints to Gastro-Trends: A Social Media-Based Qualitative Analysis of Mardin's Tourist Attraction Strategies
Main Article Content
Abstract
This study examines the social media usage and digital footprint creation processes of gastronomy businesses in Mardin, investigating the impact of these strategies on their tourist attraction potential. Data obtained through semi-structured interviews indicate that participants actively use social media but lack professional digital marketing infrastructure. Furthermore, it was determined that local cultural values and storytelling are prominent in content creation. The findings reveal that social media plays a significant role as both a promotional and brand-building tool in the context of gastronomy tourism. The study demonstrates that digitalization processes in Mardin uniquely contribute to tourism marketing by integrating with local identity. Finally, recommendations such as digital training programs, public-supported consulting, and multilingual content production are presented.
Article Details
References
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
Bujdosó, Z. (2019). Social media and gastronomy tourism: Digital tools in the marketing of local food. Journal of Tourism and Hospitality Management, 7(3), 91-101. https://doi.org/10.15640/jthm.v7n3a10
Choe, Y. (2021). Effects of Instagram Food Posts on Destination Image and Travel Intention: A Case Study of South Korea. Journal of Travel & Tourism Marketing, 38(3), 291-303. https://doi.org/10.1080/10548408.2020.1782381
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68, 250-263. https://doi.org/10.1016/j.tourman.2018.03.025
Fotis, J., Buhalis, D., & Rossides, N. (2012). Social media impact on holiday travel planning: The case of the Russian and Ukrainian outbound tourism markets. International Journal of Online Marketing (IJOM), 2(4), 1-19. https://doi.org/10.4018/ijom.2012100101
Gloor, P. A., Colladon, A. F., & Grippa, F. (2020). The digital footprint of innovators: Using email to detect the most creative people in your organization. Journal of Business Research, 114, 254–264.
Gretzel, U., & Jamal, T. (2009). Conceptualizing the creative tourist class: Technology, mobility, and tourism experiences. Tourism Analysis, 14(4), 471–481. https://doi.org/10.3727/108354209X12597959359342
Gretzel, U., Yoo, K. H., & Purifoy, M. (2007). Online Travel Review Study: Role and Impact of Online Travel Reviews. Journal of Travel Research, 46(3), 333-338. https://doi.org/10.1177/0047287507302378
Hall, C. M., & Gössling, S. (2016). Food tourism and sustainable development. In Food Tourism and Regional Development (pp. 3-18). Routledge.
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211-239. https://doi.org/10.1080/13683500.2012.662215
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160. https://doi.org/10.1080/10548408.2013.751276
Kim, S., Stepchenkova, S., & Morrison, A. M. (2015). Motivations and experiences of food tourists: A case of culinary tourism in South Korea. Journal of Hospitality Marketing & Management, 24(3), 303-328. https://doi.org/10.1080/19368623.2014.896790
Kivela, J., & Crotts, J. C. (2006). Tourism and Gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination. Journal of Hospitality & Tourism Research, 30(3), 354-377. https://doi.org/10.1177/1096348006286792
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. https://doi.org/10.1016/j.annals.2006.10.005
Kozinets, R. V. (2010). Netnography: Doing ethnographic research online. SAGE Publications.
Leung, D., Law, R., van Hoof, H., & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
Li, X., Wang, Y., & Yu, Y. (2020). Social media in tourism: A literature review. Tourism Management Perspectives, 35, 100692. https://doi.org/10.1016/j.tmp.2020.100692
Long, L. M. (2004). Culinary tourism. University Press of Kentucky.
Mariani, M., Di Felice, M., & Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional destination management organizations. Tourism Management, 54, 321-343. https://doi.org/10.1016/j.tourman.2015.12.008
Müller, S., & Charters, S. (2009). Regional brand identity and local food: A case study in the UK. British Food Journal, 111(1), 78-92. https://doi.org/10.1108/00070700910924500
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54. https://doi.org/10.1016/j.tourman.2014.01.012
Okumus, F., Altinay, L., & Arasli, H. (2013). Strategic management for hospitality and tourism. Routledge.
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). Sage Publications.
Richards, G. (2015). Evolving gastronomic experiences: From food to foodies to foodscapes. Journal of Gastronomy and Tourism, 1(1), 5–17. https://doi.org/10.3727/216929715X14290916944707
Sigala, M. (2012). Social media and customer engagement in the travel industry. In M. Sigala, E. Christou, & U. Gretzel (Eds.), Social media in travel, tourism and hospitality: Theory, practice and cases (pp. 25–38). Ashgate.
Sigala, M. (2018). Social media and customer engagement in the era of Industry 4.0. In Social Media in Travel, Tourism and Hospitality (pp. 1-18). Routledge.
Tuten, T. L., & Solomon, M. R. (2018). Social media marketing (3rd ed.). SAGE Publications.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36. https://doi.org/10.1016/j.tmp.2014.01.001