Research Article
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Balloon Tourism in the Context of Event Marketing

Year 2023, Volume: 1 Issue: 1, 17 - 29, 31.12.2023

Serap Serin Karacaer

Abstract

The concept of "event" has recently become increasingly important across countries and sometimes within cities, for many reasons such as its economic return, the advertising and promotion opportunities it provides, and its ability to be a tourist attraction. Festivals are one of the most important sub-branches of cultural events. Balloon tourism, which dates back to 1776, is shaped around the development of hot air balloon flights over time and their becoming a branded activity; it has a different position among alternative tourism types in terms of the fact that it takes place in a special region and under special weather conditions, that it requires a large and systematic organization, that different natural features are sought in the region where the flight will take place, and that the tourist consumer wants to experience adventure and natural events together. Within the scope of mentioned study, balloon tourism in the world and in Turkey was discussed, and the balloon festival events organized around the world and the recent events held in the Cappadocia destination in Turkey were discussed comparatively. As a result of the findings obtained from the study, it has been concluded that the Cappadocia Region, which has more favorable conditions for balloon flights and therefore balloon tourism than many countries in the world with its weather conditions and natural visuality, has not received the share it should receive from the international market for these activities, despite all its advantages. In this context, in the conclusion of the study, some suggestions were made for sector representatives, local governments and, other stakeholders.

Keywords

Event Balloon Tourism Cappadocia

References

  • ms. In J. Allen, R. Harris, L. K. Jago, & A. J. Veal (Ed.), Events beyond 2000: Setting the agenda, proceedings of conference on event evaluation, research and education. Sydney: Australian Centre for Event Management School of Leisure, Sport and Tourism, University of Technology.
  • Arcodia, C. and Whitford, M. (2006). Festival attendance and the development of social capital. Journal of Convention & Event Tourism, 8(2), 1-18.
  • Argan, M. (2007). Eglence pazarlaması. Ankara: Detay Yayıncılık.
  • Atçı, D., Unur, K. and Gürsoy, D. (2016). The impacts of hosting major sporting events: Resident’s perceptions of the mediterranean games 2013 in Mersin. International Review of Management and Marketing, 6(1), 139-145.
  • Behrer, M. and Larsson, A. (1998). Event marketing att använda evenemang som strategisk resurs i marknadsföringen. Göteborg: IHM Förlag AB.
  • Bentley, T. A., Page, S. J., and Laird, I. S. (2001). Accidents in the New Zealand adventure tourism industry. Safety Science, 38(1), 31–48.
  • Berridge, G. (2007). Events design and experience, events management series, first edition. Elsevier.
  • Bowdin, G. A., Allen, J., O’Toole, W., Harris, R. and McDonell, I. (2006). Events management, second edition. Oxford: Publishing House Elsevier.
  • Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative research journal, 9(2), 27-40. s.27
  • Buckley, R., Gretzel, U., Scott, D., Weaver, D., and Becken, S. (2015). Tourism megatrends. Tourism Recreation Research, 40(1), 59–70.
  • Burkett, M. (2010), “Gökyüzünün Öncüleri” İstanbul: Koleksiyon Yayınevi.
  • Cloke, P., and Perkins, H. C. (2002). Commodification and adventure in New Zealand tourism. Current Issues in Tourism, 5(6), 521–549.
  • Crompton, J. L. and Stacey L. McKay. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24 (2), 425-439.
  • Delamere, T. A., Wankel, L. M. and Hinch, T. D. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, part 1: Item generation and purification of the measure. Event Management, 7(1), 11-24
  • Derrett, R. (2004). Making sense of how festivals demonstrate a community’s sense of place. Event Management, 8(1), 49-58.
  • Dwyer, L., Mellor, R., Mistilis, N. and Mules, T. (2000). A framework for evaluating and forecasting the ımpacts of special events. In J. Allen, R. Harris, L.K. Jago & A.J. Veal (Ed.), Events beyond 2000: Setting the agenda (pp. 31-45). Sydney: Australian Centre for Event Management.
  • Eckerstein, A. (2002). Evaluation of event marketing important indicators to consider when evaluating event marketing. (Master thesis). Graduate Business School School of Economics and Commercial Law, Göteborg University.
  • Fredline, E. and Faulker, B. (2000). Host community reactions a cluster analysis. Annals of Tourism Research, 27(3), 763-784.
  • Getz, D. (1993). Festivals and special events, In M.A. Khan, M.D. Olsen & T. Var (Ed.), Encyclopedia of hospitality and tourism (pp. 789-810), New York: Van Nostrand Reinhold.
  • Getz, D. (1997). Event management and event tourism. New York: Cognizant Communication Corporation.
  • Gursoy, D. and Kendall, K.W. (2006). Hosting mega events-modelling locals’ support. Annals of Tourism Research, 33(3), 603-623.
  • https://www.goremeballoons.com/balon-tarihi.htm (10.11.2023).
  • https://www.aa.com.tr/tr/gundem/kapadokyada-36-yil-once-5-kisinin-ucusuyla-baslayan-sicak-hava balonculugu-turizmin-lokomotifi oldu/3075641#: ~:text=Tan%C4%B1t%C4%B1m%20etkinli%C4%9Fi%20%C3%A7er%C3%A7evesinde%2036%2 y%C4%B1l,turistik%20ama%C3%A7l%C4%B1%20ticari%20u%C3%A7u%C5%9Fa%20ba%C5%9Fland%C4%B1 (13.11.2023).
  • https://www.ahika.gov.tr/assets/upload/dosyalar/ahika_2017_nevsehir-sicak-hava-balonu_sektor-raporu.pdf (13.11.2023).
  • https://hotairballoon.kapadokya.edu.tr/MediaUploader/2022-2023%20y%C4%B1l%C4%B1.pdf (15.11.2023).
  • https://web.shgm.gov.tr/documents/sivilhavacilik/files/kurumsal/faaliyet/2022-v2.pdf (15.11.2023).
  • https://www.travelchannel.com/interests/outdoors-and-adventure/photos/12-amazing-hot-air-balloon-festivals-around-the-world (15.11.2023).
  • https://en.wikipedia.org/wiki/Albuquerque_International_Balloon_Fiesta (15.11.2023).
  • https://coloradospringslabordayliftoff.com/events/(15.11.2023).
  • https://renoballoon.com/event-info/ (16.11.2023).
  • https://balloonfestival.com/ (16.11.2023).
  • https://www.bonjourquebec.com/en-us/listing/events/international-de-montgolfieres-de-saint-jean-sur-richelieu/0rfr (16.11.2023).
  • https://www.bristolballoonfiesta.co.uk/about/bristol-balloon-fiesta (16.11.2023).
  • https://www.barcelonaturisme.com/wv3/en/agenda/14487/european-balloon-festival.html (18.11.2023).
  • https://www.pilatre-de-rozier.com/lmab/en/ (18.11.2023).
  • https://www.festivaldeballons.ch/en (18.11.2023).
  • https://balloontaiwan.taitung.gov.tw/en/about/story (18.11.2023).
  • https://yigm.ktb.gov.tr/TR-339337/2023.html (20.11.2023).
  • Jeong, G. H., and Faulkner, B. (1996). Resident perceptions of mega-event impacts: The Taejon International Exposition Case. Festival Management and Event Tourism, 4(1-2), 3-11.
  • Leenders, M. A., Go, F. M. and Bhansing, P. V. (2015). The importance of the location in hosting a festival: A mapping approach. Journal of Hospitality Marketing & Management, 24(7), 754-769.
  • Lundmark, M. (1998). Lys upp marknaden med Event Marketing. Sälj och marknadsstrategi, 8, 50-57.
  • Luttorp, E. (1997). Event marketing, ansikte mot ansikte med målgruppen, 45-47.
  • Martensen, A., Gronholdt, L., Bendtsen, L., and Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research-New York, 47(3), 283.
  • McDonnel, I., Allen, J. and O’Toole, W., (1998), Festival and special event management, Australia: John Wiley & Sons.
  • McKay, T. (2013). Adventure tourism: Opportunities and management challenges for SADC destinations. Acta Academica, 45(3), 30–62.
  • Milgrom, J. (2002). Two decades of event marketing and sponsorship, I have good and bad news. Event Marketing Strategies, May 13. (EMS).
  • Neirotti, L. D., Bosetti, H. A. and Teed, K. C. (2001). Motivation to attend the 1996 Summer Olympic Games, Journal of Travel Research, 39, 327-331.
  • Novelli, M. (2018). Niche tourism: Past, present and future. In C. Cooper, S. Volo, W. C. Gartner, & N. Scott (Eds.), The SAGE handbook of tourism management: Applications of theories and concepts to tourism. Los Angeles, London, New Delphi, Singapore, Washinghton DC, Melbourne: Sage.
  • Novotna, ´ M., Frantal, ´ B., Kunc, J., and Kubíˇckova, ´ H. (2019). Special interest tourism in the Czech republic: Introduction and overview. Czech Journal of Tourism, 8(1), 49–63.
  • Novotna, ´ M., and Kunc, J. (2022). Balloon tourism. In D. Buhalis (Ed.), Encyclopedia of tourism management and marketing. Cheltenham, UK: Edward Elgar Publishing.
  • Öztürk, S., Tanrıverdi, H., ve Kaplan, M. (2019). Balon turizmin Kapadokya kırsal turizmi üzerindeki etkileri üzerine bir çalışma. 3. Uluslararası Sosyal ve Beşerî Bilimler Kongresi Tam Metin Kitabı, İSPEC Yayıncılık.
  • Özen, İ. A., ve Özdemir, E. G. (2019). “Kapadokya Sıcak Hava Balonculuğu Üzerine Nitel Bir Araştırma”. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 9(2), 579-595.
  • Raj, R. and Musgrave, J. (2009). Event management and sustainability. Oxfordshire: CABI.
  • Robinson, M., and Novelli, M. (2005). Niche tourism: An introduction. In M. Novelli (Ed.), Niche tourism: Contemporary issues, trends and cases (pp. 1–11). London: Routledge.
  • Saget, A. (2006). The event marketing handbook: beyond logistics and planning. Kaplan Publishing.
  • Silvers, JR. (2004). Professional event coordination. New Jersey: John Wiley & Sons Inc.
  • Smith, M., Macleod, N., and Robertson, M. H. (2010). Special interest tourism. In M. Smith, N. Macleod, & M. H. Robertson (Eds.), Key concepts in tourist studies (pp. 161–165). London: SAGE Publications Ltd.
  • Sproule, A. (1996), “Wright Kardeşler”, Singapur: Esley Publications.
  • Tavşancıl, E. ve Aslan, E. A. (2001). Sözel, yazılı ve diğer materyaller için içerik analizi ve uygulama örnekleri. İstanbul: Epilon.
  • Theocharis, N. (2008). “Event Tourism: Examining the management of sports events from a physical approach”, Synenergy Forum, Athens.
  • Wood, E. H. (2009). Evaluating event marketing: experience or outcome?. Journal of Promotion Management, 15(1-2), 247-268.

Etkinlik Pazarlaması Bağlamında Balon Turizmi

Year 2023, Volume: 1 Issue: 1, 17 - 29, 31.12.2023

Serap Serin Karacaer

Abstract

“Etkinlik” kavramı son zamanlarda, ekonomik getirisi, sağladığı reklam ve tanıtım olanağı, turistik bir çekicilik ve cazibe unsuru olması gibi birçok nedenle, ülkeler genelinde ve bazen de şehirler özelinde önemi gittikçe artan bir olgudur. Festivaller ise kültürel etkinliklerin en önemli alt dallarından birisi olarak karşımıza çıkmaktadır. Tarihçesi 1776’lı yıllara kadar giden sıcak hava balon uçuşlarının zaman içerisinde gelişmesi ve markalaşan bir aktivite olması ekseninde şekillenen balon turizmi; özel bir bölge ve özel hava şartlarında gerçekleşiyor olması, büyük ve sistemli bir organizasyona ihtiyaç duyması, uçuşun gerçekleşeceği bölgede farklı doğa özellikleri aranması, turistik tüketicinin macera ve doğa olaylarını bir arada deneyimlemek istemesi gibi yönleri bağlamında alternatif turizm çeşitleri arasında farklı bir konumda bulunmaktadır. Söz konusu çalışma kapsamında Dünya’da ve Türkiye’de balon turizmi ele alınmış olup, Dünya genelinde düzenlenen balon festivali etkinlikleri ile Türkiye Kapadokya destinasyonunda son dönemlerde düzenlenen etkinlikler karşılaştırmalı olarak ele alınmıştır. Çalışmadan elde edilen bulgular neticesinde hava koşulları ve doğal görselliği ile balon uçuşlarına ve dolayısıyla balon turizmine dünyanın birçok ülkesinden çok daha elverişli şartlara sahip Kapadokya Bölgesi’nin tüm artılarına rağmen söz konusu etkinliklere ilişkin uluslararası pazardan alması gereken payı alamadığı sonucuna ulaşılmıştır. Bu bağlamda çalışmanın sonuç kısmında sektör temsilcilerine, yerel yönetimlere ve diğer paydaşlara yönelik birtakım önerilerde bulunulmuştur.

Keywords

Etkinlik Balon Turizmi Kapadokya

References

  • ms. In J. Allen, R. Harris, L. K. Jago, & A. J. Veal (Ed.), Events beyond 2000: Setting the agenda, proceedings of conference on event evaluation, research and education. Sydney: Australian Centre for Event Management School of Leisure, Sport and Tourism, University of Technology.
  • Arcodia, C. and Whitford, M. (2006). Festival attendance and the development of social capital. Journal of Convention & Event Tourism, 8(2), 1-18.
  • Argan, M. (2007). Eglence pazarlaması. Ankara: Detay Yayıncılık.
  • Atçı, D., Unur, K. and Gürsoy, D. (2016). The impacts of hosting major sporting events: Resident’s perceptions of the mediterranean games 2013 in Mersin. International Review of Management and Marketing, 6(1), 139-145.
  • Behrer, M. and Larsson, A. (1998). Event marketing att använda evenemang som strategisk resurs i marknadsföringen. Göteborg: IHM Förlag AB.
  • Bentley, T. A., Page, S. J., and Laird, I. S. (2001). Accidents in the New Zealand adventure tourism industry. Safety Science, 38(1), 31–48.
  • Berridge, G. (2007). Events design and experience, events management series, first edition. Elsevier.
  • Bowdin, G. A., Allen, J., O’Toole, W., Harris, R. and McDonell, I. (2006). Events management, second edition. Oxford: Publishing House Elsevier.
  • Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative research journal, 9(2), 27-40. s.27
  • Buckley, R., Gretzel, U., Scott, D., Weaver, D., and Becken, S. (2015). Tourism megatrends. Tourism Recreation Research, 40(1), 59–70.
  • Burkett, M. (2010), “Gökyüzünün Öncüleri” İstanbul: Koleksiyon Yayınevi.
  • Cloke, P., and Perkins, H. C. (2002). Commodification and adventure in New Zealand tourism. Current Issues in Tourism, 5(6), 521–549.
  • Crompton, J. L. and Stacey L. McKay. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24 (2), 425-439.
  • Delamere, T. A., Wankel, L. M. and Hinch, T. D. (2001). Development of a scale to measure resident attitudes toward the social impacts of community festivals, part 1: Item generation and purification of the measure. Event Management, 7(1), 11-24
  • Derrett, R. (2004). Making sense of how festivals demonstrate a community’s sense of place. Event Management, 8(1), 49-58.
  • Dwyer, L., Mellor, R., Mistilis, N. and Mules, T. (2000). A framework for evaluating and forecasting the ımpacts of special events. In J. Allen, R. Harris, L.K. Jago & A.J. Veal (Ed.), Events beyond 2000: Setting the agenda (pp. 31-45). Sydney: Australian Centre for Event Management.
  • Eckerstein, A. (2002). Evaluation of event marketing important indicators to consider when evaluating event marketing. (Master thesis). Graduate Business School School of Economics and Commercial Law, Göteborg University.
  • Fredline, E. and Faulker, B. (2000). Host community reactions a cluster analysis. Annals of Tourism Research, 27(3), 763-784.
  • Getz, D. (1993). Festivals and special events, In M.A. Khan, M.D. Olsen & T. Var (Ed.), Encyclopedia of hospitality and tourism (pp. 789-810), New York: Van Nostrand Reinhold.
  • Getz, D. (1997). Event management and event tourism. New York: Cognizant Communication Corporation.
  • Gursoy, D. and Kendall, K.W. (2006). Hosting mega events-modelling locals’ support. Annals of Tourism Research, 33(3), 603-623.
  • https://www.goremeballoons.com/balon-tarihi.htm (10.11.2023).
  • https://www.aa.com.tr/tr/gundem/kapadokyada-36-yil-once-5-kisinin-ucusuyla-baslayan-sicak-hava balonculugu-turizmin-lokomotifi oldu/3075641#: ~:text=Tan%C4%B1t%C4%B1m%20etkinli%C4%9Fi%20%C3%A7er%C3%A7evesinde%2036%2 y%C4%B1l,turistik%20ama%C3%A7l%C4%B1%20ticari%20u%C3%A7u%C5%9Fa%20ba%C5%9Fland%C4%B1 (13.11.2023).
  • https://www.ahika.gov.tr/assets/upload/dosyalar/ahika_2017_nevsehir-sicak-hava-balonu_sektor-raporu.pdf (13.11.2023).
  • https://hotairballoon.kapadokya.edu.tr/MediaUploader/2022-2023%20y%C4%B1l%C4%B1.pdf (15.11.2023).
  • https://web.shgm.gov.tr/documents/sivilhavacilik/files/kurumsal/faaliyet/2022-v2.pdf (15.11.2023).
  • https://www.travelchannel.com/interests/outdoors-and-adventure/photos/12-amazing-hot-air-balloon-festivals-around-the-world (15.11.2023).
  • https://en.wikipedia.org/wiki/Albuquerque_International_Balloon_Fiesta (15.11.2023).
  • https://coloradospringslabordayliftoff.com/events/(15.11.2023).
  • https://renoballoon.com/event-info/ (16.11.2023).
  • https://balloonfestival.com/ (16.11.2023).
  • https://www.bonjourquebec.com/en-us/listing/events/international-de-montgolfieres-de-saint-jean-sur-richelieu/0rfr (16.11.2023).
  • https://www.bristolballoonfiesta.co.uk/about/bristol-balloon-fiesta (16.11.2023).
  • https://www.barcelonaturisme.com/wv3/en/agenda/14487/european-balloon-festival.html (18.11.2023).
  • https://www.pilatre-de-rozier.com/lmab/en/ (18.11.2023).
  • https://www.festivaldeballons.ch/en (18.11.2023).
  • https://balloontaiwan.taitung.gov.tw/en/about/story (18.11.2023).
  • https://yigm.ktb.gov.tr/TR-339337/2023.html (20.11.2023).
  • Jeong, G. H., and Faulkner, B. (1996). Resident perceptions of mega-event impacts: The Taejon International Exposition Case. Festival Management and Event Tourism, 4(1-2), 3-11.
  • Leenders, M. A., Go, F. M. and Bhansing, P. V. (2015). The importance of the location in hosting a festival: A mapping approach. Journal of Hospitality Marketing & Management, 24(7), 754-769.
  • Lundmark, M. (1998). Lys upp marknaden med Event Marketing. Sälj och marknadsstrategi, 8, 50-57.
  • Luttorp, E. (1997). Event marketing, ansikte mot ansikte med målgruppen, 45-47.
  • Martensen, A., Gronholdt, L., Bendtsen, L., and Jensen, M. J. (2007). Application of a model for the effectiveness of event marketing. Journal of Advertising Research-New York, 47(3), 283.
  • McDonnel, I., Allen, J. and O’Toole, W., (1998), Festival and special event management, Australia: John Wiley & Sons.
  • McKay, T. (2013). Adventure tourism: Opportunities and management challenges for SADC destinations. Acta Academica, 45(3), 30–62.
  • Milgrom, J. (2002). Two decades of event marketing and sponsorship, I have good and bad news. Event Marketing Strategies, May 13. (EMS).
  • Neirotti, L. D., Bosetti, H. A. and Teed, K. C. (2001). Motivation to attend the 1996 Summer Olympic Games, Journal of Travel Research, 39, 327-331.
  • Novelli, M. (2018). Niche tourism: Past, present and future. In C. Cooper, S. Volo, W. C. Gartner, & N. Scott (Eds.), The SAGE handbook of tourism management: Applications of theories and concepts to tourism. Los Angeles, London, New Delphi, Singapore, Washinghton DC, Melbourne: Sage.
  • Novotna, ´ M., Frantal, ´ B., Kunc, J., and Kubíˇckova, ´ H. (2019). Special interest tourism in the Czech republic: Introduction and overview. Czech Journal of Tourism, 8(1), 49–63.
  • Novotna, ´ M., and Kunc, J. (2022). Balloon tourism. In D. Buhalis (Ed.), Encyclopedia of tourism management and marketing. Cheltenham, UK: Edward Elgar Publishing.
  • Öztürk, S., Tanrıverdi, H., ve Kaplan, M. (2019). Balon turizmin Kapadokya kırsal turizmi üzerindeki etkileri üzerine bir çalışma. 3. Uluslararası Sosyal ve Beşerî Bilimler Kongresi Tam Metin Kitabı, İSPEC Yayıncılık.
  • Özen, İ. A., ve Özdemir, E. G. (2019). “Kapadokya Sıcak Hava Balonculuğu Üzerine Nitel Bir Araştırma”. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 9(2), 579-595.
  • Raj, R. and Musgrave, J. (2009). Event management and sustainability. Oxfordshire: CABI.
  • Robinson, M., and Novelli, M. (2005). Niche tourism: An introduction. In M. Novelli (Ed.), Niche tourism: Contemporary issues, trends and cases (pp. 1–11). London: Routledge.
  • Saget, A. (2006). The event marketing handbook: beyond logistics and planning. Kaplan Publishing.
  • Silvers, JR. (2004). Professional event coordination. New Jersey: John Wiley & Sons Inc.
  • Smith, M., Macleod, N., and Robertson, M. H. (2010). Special interest tourism. In M. Smith, N. Macleod, & M. H. Robertson (Eds.), Key concepts in tourist studies (pp. 161–165). London: SAGE Publications Ltd.
  • Sproule, A. (1996), “Wright Kardeşler”, Singapur: Esley Publications.
  • Tavşancıl, E. ve Aslan, E. A. (2001). Sözel, yazılı ve diğer materyaller için içerik analizi ve uygulama örnekleri. İstanbul: Epilon.
  • Theocharis, N. (2008). “Event Tourism: Examining the management of sports events from a physical approach”, Synenergy Forum, Athens.
  • Wood, E. H. (2009). Evaluating event marketing: experience or outcome?. Journal of Promotion Management, 15(1-2), 247-268.
There are 61 citations in total.

Details

Primary Language Turkish
Subjects Event Marketing
Journal Section Articles
Authors

Serap Serin Karacaer 0000-0001-6730-2028

Publication Date December 31, 2023
Submission Date December 20, 2023
Acceptance Date December 31, 2023
Published in Issue Year 2023Volume: 1 Issue: 1

Cite

APA Serin Karacaer, S. (2023). Etkinlik Pazarlaması Bağlamında Balon Turizmi. Aksaray Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 1(1), 17-29.
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