Articles

Metaphorical Models of Marketing: Changing Türkiye’s Tourist Experience

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In this study, the role of metaphorical models is examined in the language of tourism marketing and cultural representation in Türkiye. Drawing on cognitive linguistics and discourse analysis, it also argues that the metaphors are more than simply poetic turns of phrase but have cognate status as frames, shaping visitors’ expectations, sense of cultural belonging, and emotional investment. In a country with such a deep history and wide-ranging traditions, metaphors should be powerful for bringing ideas down to earth for travelers. The article demonstrates how destination marketing uses figurative expression to communicate complex ideas about culture, like Cappadocia, which is known as a “natural gallery,” Türkiye as a “bridge between East and West,” and the Aegean coast as a “peaceful haven.” It’s all the ways that physical landscapes might map onto symbolic narratives. These metaphors grant brands the complicated identities that make travelers feel more real, prouder to be from their country, and emotionally involved. Multimodal metaphors in Turkish Airlines’ promo: images, music, and stories are conveying hospitality and nation. The paper also studies visitor complaints and evaluations, showing the operationalization of metaphorical framing in ordinary language and the way it affects perceived quality, culture, and service. Comparative perspectives show how Turkish tourist metaphors differ from those in Thailand and New Zealand, which emphasize spiritual warmth and adventure, and how much Türkiye relies on cultural wealth and history as symbolic capital. Translation is sometimes criticized because cultures mingle and metaphors may be lost or misinterpreted. The research argues that metaphorical models are crucial to Türkiye’s tourist identity, destination brand, and response to intercultural communication, marketing, and cultural representation discourses.

Increasing Tourism Image through the Tourism Marketing Development Program Implementation in Bandung City

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This study describes the implementation of a marketing development program by the Culture and Tourism Office of Bandung City to increase the tourism destination image, which impacts the increasing number of tourist visits and local revenue. However, this program is different from what was expected. The research employs a qualitative approach and data collection methods using observation, interviews, documents, and literature studies. The research uses data analysis techniques with three stages: data condensation, data presentation, and conclusion and verification. The results of this study indicate that the implementation of the tourism marketing development program by the Culture and Tourism Office of Bandung has not been run optimally in terms of the program’s implementation elements and environmental factors. From the standpoint of the program overview, the budget and infrastructure facilities are still inadequate. From the implementation aspect, the process of implementation lacks employees, and cooperation with tourism partners has not gone well. Moreover, on the environmental part, many social issues still occur in the surrounding community that affects the implementation of the program.

The Impact of Destination Image for Creative-Hub Business: Case Study of Bumi Arsa Creative Space

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Over time, the growth of tourist destinations has led to a lot of new kinds of places to visit. One of them is making a “creative hub,” which is a place where creative people can meet and work together. On the other hand, the tourism industry’s incredible growth over the past fifty years has made it hard to market tourism. So, tourism marketers must now try to influence customer decisions in a global industry that is getting more complicated and competitive. A place needs to be in a good place in the minds of consumers for advertising to work in the targeted markets. Based on how destination image and creative hub are related, Bumi Arsa is one of the brands or businesses that are part of the creative hub industry. The problem with creative hub tourism is that they have to prove themselves to the market. According to the Bumi Arsa research respondent, they either didn’t know yet or even misinterpreted about the creative hub business model that leads into lack of unique selling point awareness (Bumi Arsa, 2022). The purpose of this research is to comprehend the perceived destination image and determine the expected destination image of Bumi Arsa.  Therefore, this is qualitative research using descriptive methods analysis based on the destination image form framework as the baseline. The analysis used in this study uses internal and external point of view analysis with situation analysis (5C) to map current Bumi Arsa marketing performance, root cause analysis by fishbone diagram to determine the root cause of the business issue, Model of the formation of destination image as the basis of the research design, and destination image attribute to elaborate each factor that will affect the destination image for a creative hub. The findings of this thesis explain that in order to decide the expected destination image for a creative hub using the destination image form framework, a destination needs to manage expectations between the market perspective and internal business team based on the destination image attribute.