The Influence of Animated Films on Destination Marketing: An AIDA Model Analysis of Rafadan Tayfa 2: Göbeklitepe

Authors : Burak Eryılmaz

Pages : 101-119

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Publication Date : 2025-12-26

Article Type : Research Paper

Abstract :Animated films are increasingly recognized as influential tools in destination marketing, shaping audience perceptions and influencing tourism interest. This study examines the film-induced tourism impact of the animated movie Rafadan Tayfa 2: Göbeklitepe through the AIDA Model (Attention, Interest, Desire, Action). The research explores how the film introduces audiences to Göbeklitepe, a UNESCO World Heritage Site, and whether it fosters destination awareness, curiosity, and potential travel intentions. Using a qualitative case study approach, the study employs content analysis of key scenes, historical and cultural representations, and secondary data sources, including tourism statistics and Google Trends data. Findings indicate that the film effectively captures attention through engaging storytelling and visual representation, sustains interest by embedding cultural and historical elements, creates desire through emotional engagement and familiarity, and potentially influences action by increasing awareness and shaping future tourism preferences. While direct causality between the film and visitor numbers remains inconclusive, evidence suggests that Rafadan Tayfa 2: Göbeklitepe plays a role in positioning Göbeklitepe as a recognizable and desirable travel destination. The study highlights the potential of animated films in heritage tourism marketing and provides recommendations for future research, including audience perception studies and long-term impact assessments of film-induced tourism.
Keywords : Animasyon filmleri, destinasyon pazarlaması, film turizmi, Göbeklitepe, AIDA Modeli, kültürel miras

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