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    Analysis of Instagram Content of the United Nations World Tourism Organization (UN Tourism)
    (2024) Hazarhun, Eda; Bülbül, Serdar; Tuna, Pelin; Çetinsöz, Burçin Cevdet
    The aim of this study is to discover what kind of posts are shared on the official Instagram page of the World Tourism Organization and the general information (number of followers, followed, number of posts, etc.) of the account. For this purpose, 213 photos and texts shared on the official Instagram account of the World Tourism Organization between 1 January 2023 and 1 January 2024 (one year) were subjected to content analysis. As a result of the content analysis; 12 main themes were identified: \"celebrations\", \"country promotions\", \"tourism statistics\", \"tourism reports\", \"guidelines\", \"declaration\", \"tourism programs and strategies\", \"important days\", \"announcements\", \"news\", \"tourism types\" and \"tourism ambassadors\". According to these themes, it has been determined that the World Tourism Organization used particular importance to strategies for ensuring both environmental and cultural sustainability in tourism, innovation and digitalization practices in tourism, global climate change and the development of tourism education. In addition, the World Tourism Organization focuses on the development of alternative tourism types such as \"sustainable tourism\", \"gastronomy tourism\", \"responsible tourism\", \"rural tourism\", \"mountain tourism\", \"greener tourism\", \"event tourism\", \"marine tourism\", \"indigenous tourism\", \"sport tourism\" and \"accessible tourism\", which enable tourism to spread to twelve months in destinations, reduce environmental destruction, protect local cultural values and transfer them to future generations and provide tourists with different experiences. This study contributes to the enrichment of the relevant literature by revealing the tourism strategies and policies that the World Tourism Organization has recently focused on and the alternative tourism types that have become a trend.
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    Analysis of the website of hotels with sustainable tourism certificate: The case of Türkiye
    (2023) Hazarhun, Eda; Çetinsöz, Burçin Cevdet; Bilgin, Yasemin Kocak
    The aim of the research is to examine the sustainability practices of hotels with sustainable tourism certificates. For this goal, between the dates of 06.01.2023 and 11.03.2023, a content analysis was conducted on the websites of 119 accommodation establishments that hold a Tourism Operation Certificate from the Ministry of Culture and Tourism of the Republic of Türkiye, which are listed on the website of the Türkiye Tourism Promotion and Development Agency. As a result of the content analysis, a total of 4 main categories and 32 subcategories were identified, which are sustainable management, support for social and economic benefits of the local community, cultural heritage, and environmental policies. It was determined that the accommodation establishments with sustainable tourism certification are mainly located in Antalya (73), Istanbul (17), and Muğla (14). As a result of the research, it was determined that most of the hotels with sustainable tourism certification did not provide any information on their websites regarding being a sustainable hotel. In addition, it was found that the hotels' websites mostly emphasized equal opportunities for employees, involvement of staff in the implementation and development of sustainability policies, providing various training to personnel regarding their responsibilities, energy conservation, preservation of biodiversity and resources, water conservation, reduction of greenhouse gas emissions, and implementation of social service activities.
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    EKOTURİZM MERKEZLERİNE YÖNELİK TRIPADVISOR’DA YAPILAN ZİYARETÇİ YORUMLARININ İÇERİK ANALİZİ: ALANYA SAPADERE KANYONU ÖRNEĞİ
    (2025) Hazarhun, Eda
    Bu araştırmanın amacı, ekoturizm merkezi olan Alanya Sapadere Kanyonuna ilişkin ziyaretçilerin Tripadvisor internet sitesine paylaştıkları yorumların incelenmesidir. Bu amaç kapsamında araştırmada nitel araştırma desenlerinden bütüncül tek durum deseni tercih edilmiştir. Çalışmada bütüncül tek durum deseninin tercih edilmesinde amaç Alanya Sapadere Kanyonuna yönelik ziyaretçilerin genel düşüncelerinin derinlemesine keşfedilmek istenmesidir. Araştırmanın veri toplama sürecinde ikincil veriler kullanılarak doküman incelemesi tekniğinden faydalanılmıştır. Bu doğrultuda araştırma verileri doküman incelemesi tekniği ile 09.09. 2024 tarihinde Tripadvisor internet sitesine ziyaretçilerin yazdıkları 307 yorumdan oluşmaktadır. Bu 307 yorum lisanslı MAXQDA 2022 programından faydalanılarak içerik analizine tabi tutulmuştur. Bu içerik analizi sonucunda “bilgi verme”, ziyaretçi tavsiyesi”, olumlu yönler” ve “olumsuz yönler” olmak üzere dört ana tema belirlenmiştir. Ziyaretçilerin kanyonun hem genel özellikleri hem de oluşumu hakkında bilgi paylaştığı ve potansiyel ziyaretçilere yönelik bir takım tavsiyelerde bulunduğu tespit edilmiştir. Ayrıca Sapadere kanyonuna yönelik olumlu düşüncelerin olumsuz düşüncelere kıyasla daha çok olduğu ve genel olarak ziyaretçilerin Sapadere kanyonunu ziyaret etmekten memnun olduğu tespit edilmiştir. Ziyaretçilerin olumlu düşünceleri arasında kanyonun ambiansı, iyi deneyim, ziyaretçilere sunduğu olanaklar (kafeterya, Wc, hediyelik eşya, soyunma kabini, ücretsiz otopark), giriş ücretinin uygun olması, tanıtım çalışmaları ve yollarının asfalt olması yer almaktadır. Buna karşın Sapadere kanyonuna ulaşımın uzun sürmesi, tesislerin ekipmanlarının yürüyüş yolunu işgal etmesi, hem çevrenin hem de tuvaletlerin kirli ve bakımsız olması ziyaretçilerin en sık vurguladıkları olumsuz düşüncelerin başında yer almaktadır.
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    Improving consumer-based destination green brand equity: The role of green practices and artificial intelligence
    (Emerald Group Publishing Ltd., 2024) Hazarhun, Eda; Çetinsöz, Burçin Cevdet
    Due to the rapid increase in global warming and environmental disasters, destination management and tourists' environmental awareness have increased. This increase in environmental awareness has led destinations to prioritize green practices that reduce environmental pollution. Moreover, in recent years, with the rapid development of technology, artificial intelligence technology has also been used in applications that reduce environmental pollution in destinations. This is because environmentally friendly products and services offered by destinations have started to have an impact on tourists' travel choices. Additionally, tourists' awareness and loyalty towards environmentally friendly destinations have started to increase, resulting in the formation of brand value for destinations. Therefore, green practices and AI technologies play a role in the formation of consumer-based destination green brand value. © 2024 Alhamzah Alnoor, Gül Erkol Bayram, Chew XinYing and Syed Haider Ali Shah. All rights reserved.
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    Investigating the metaverse awareness of tourism academics
    (2025) Goktas, Pınar; Çetinsöz, Burçin Cevdet; Hazarhun, Eda
    Metaverse has become a concept that has gained importance in the field of education and its use has become widespread. This technology is expected to guide rapid developments in the tourism education process of universities. In the light of all these expectations, it is important to reveal the awareness of tourism academics regarding the concept of metaverse and carry out academic studies on this concept to deliver qualified tourism education. The aim of this study is to determine the metaverse awareness of tourism academics working in public and private universities affiliated with the Council of Higher Education (YÖK). The data of the study were collected by using the 5-point Likert type Metaverse Scale developed by Süleymanoğulları et al. (2022) with one of the quantitative research methods, namely the survey application technique. The sample of the research consists of academics (n=402) registered in the YÖK academic system. Descriptive statistics and explanatory factor analysis of the scale were carried out to determine the demographic variables of tourism academics. Subsequently a t-test and one-way analysis of variance were conducted in line with the hypotheses formed in line with the purpose of the study. The results of the study revealed that there was a difference between the technology and social environment dimension and gender at a significance level of (p>.05). No significant difference was found between the other dimensions of metaverse awareness, namely lifestyle and digitalization, and gender at the (p<.05) significance level. No significant difference was found at the (p<.05) significance level in the results of the analysis of differences in the dimensions of metaverse awareness according to marital status, age groups and faculty departments. No significant difference was found between income groups and social environment dimension, technology and digitalization (p<.05). However, a significant difference was found between income groups and lifestyle dimension. Considering that research into metaverse and metaverse awareness in tourism education is limited, this study is expected to contribute to the literature.
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    Qualitative Research on Metaverse Event Experience: Example of Süleyman Demirel University Metaverse Entrepreneurship Studio
    (Alanya Alaaddin Keykubat Üniversitesi, 2024) Göktaş, Pınar; Hazarhun, Eda
    The aim of this research is to explore the metaverse activity experiences of the participants who completed metaverse trainings within SDU Metaverse Venture Studio, Turkey's first metaverse-focused pre/incubation center, and then made project presentations in the metaverse environment. In line with this purpose, qualitative research method was used in the research and the data of the research were collected by focus group interview method with 13 individuals who participated in Süleyman Demirel University Metaverse Venture Studio trainings in online environment (zoom platform) on 04.08.2023. The data obtained from the participants were subjected to content analysis. The qualitative data analysis program MAXQDA 2020 was used in the process of coding the data with content analysis. According to the results of the research, it was determined that most of the participants preferred the activities carried out in the metaverse environment and did not have sufficient knowledge about the metaverse until this activity. The participants emphasized that the metaverse experience was remarkable, educational, fun, exciting, peaceful, interactive and stress-relieving. In addition, it was determined that the activities carried out in the metaverse environment have various benefits such as reducing carbon foot emissions, providing easy access to information, reducing transportation costs, eliminating time and space limits, enabling ideas to be put forward easily, developing creative ideas and experiencing different worlds. On the other hand, it has been determined that the activities carried out in the metaverse environment also have harms such as theft of personal information, asociality, disconnection from real life and harassment.
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    Reflection of the Digital Transformation Process on the Tourism Sector: A Study on the Use of Smart Tourism Technologies
    (2025) Hazarhun, Eda; Yilmaz, Ozgur Devrim
    The purpose of this study was to explore the level of use and experiences of smart tourism technologies by employees and managers in tourism businesses. A nested multiple case design, which is one of the qualitative research designs, was used for this purpose in the study. Face-to-face semi-structured interviews were conducted with 48 employees and managers from two accommodation establishments, two food and beverage establishments, two travel agencies and two airline establishments in Istanbul, which were determined as cases in the study, using the maximum diversity sampling method. The data obtained from the interviews were subjected to content analysis using the Maxquda 2020 qualitative data analysis program. Cloud technologies, big data, QR codes, mobile applications, virtual reality, infrared communication, electronic flight technology, global positioning systems, and digital self-service technologies are used in tourism businesses. It has been determined that employees and managers in tourism enterprises welcome the use of these smart tourism technologies because of their perceived benefits, ease of use, safety, welfare, improving employee performance, enriching recipes, the quality of digital software systems used in enterprises and various organizational support provided for employees. On one hand, it has been determined that smart tourism technologies have various benefits for employees, businesses and customers such as fast service, time saving, competitive advantage, flexible working, sustainability, reduction of airplane accidents, strengthened brand image, increased operational efficiency, correct ordering and the chance to re-order food and beverages while on the other some negativities such as data security problems, service disruption, standardization of food tastes, expensive service, cyber loafing, burnout syndrome and loss of employment have also been determined.
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    SEFERİHİSAR’DA SU ALTI DALIŞ TURİZMİNE YÖNELİK BİR ARAŞTIRMA
    (2023) Hazarhun, Eda; Bilgin, Yasemin Kocak; Çetinsöz, Burçin Cevdet; Sert, Sertaç
    Türkiye’nin ilk sakin yerleşimi olan Seferihisar’ın su altı dünyası da çeşitli süngerler, resifler, mercanlar, kanyonlar ve batıklara sahip olduğundan su altı dalış turizminin önemli merkezleri arasında yer almaktadır. İlçe su altı dalış turizminde Türkiye’nin önemli merkezleri arasında gösterilmesine rağmen dalış turizminin istenilen düzeyde gelişim göstermediği belirlenmiştir. Seferihisar’da su altı dalış turizminin canlandırılması ilçeye daha çok yerli ve yabancı turist çekilmesi ve turizm gelirlerinin artışını sağlayacaktır. Ayrıca Seferihisar’da faaliyet gösteren dalış turizmi işletmelerinin bu alanda yaşadıkları sorunlar çok az çalışılmıştır. Bu sebeplerden dolayı bu çalışmanın amacı Seferihisar’da su altı dalış turizminin mevcut durumunun belirlenmesi ve su altı dalış turizminin geliştirilmesine yönelik öneriler ortaya konması olarak belirlenmiştir. Bu amaç doğrultusunda çalışmada nitel araştırma desenlerinden fenomenolojik desen kullanılmıştır. Araştırmanın katılımcı grubunu Seferihisar’da dalış okullarında çalışmakta olan 13 dalış eğitmeni oluşturmaktadır. Bu dalış eğitmenlerinden veriler yarı yapılandırılmış görüşme yöntemi ile toplanmış ve içerik analizine tabi tutulmuştur. Verilerin içerik analizi sürecinde MAXQDA 2020 nitel veri analiz programından faydalanılmıştır. Analiz sonucunda 6 adet ana tema ve 33 kod belirlenmiştir. Teos Corner, Telgraf, Lego Hill ve Balıkçı Teknesi batıklarının Seferihisar’da su altı dalış turizminin önemli noktaları arasında yer aldığı belirlenmiştir. Su altı dalış turizmine katılımcılarının genellikle orta ve 20-35 yaş grubu, erkek, yüksek eğitimli, üst gelir grubuna sahip olduğu vurgulanmıştır. Seferihisar’da su altı dalış turizminin en önemli sorunu mevcut ekonomik krizden dolayı su altı dalış turizmi katılımcıların gelirlerinin azalması ve tanıtım eksikliği olarak gösterilmektedir. Su altı dalış turizminin geliştirilmesi için etkili tanıtım faaliyetlerinin yürütülmesi, konaklama tesislerinin sayısı arttırılması, su altı arkeolojik parkının oluşturulması, dalış turizmine yönelik etkinlikler düzenlenmesi, devlet teşviki verilmesi ve yerel yönetimlerin su altı dalış turizminin geliştirilmesi için çeşitli projeler üretmesi gerektiğinin altı çizilmiştir.