DESTİNASYON MARKALAŞMA SÜRECİNDE KONUM TABANLI OYUNLAŞTIRMA UYGULAMASI: ELMADAĞ ÖRNEĞİ

Abstract

In the thesis titled “A Location-Based Gamification Application in the Destination Branding Process: The Example of Elmadağ”, a location-based gamification application was developed within the framework of the opportunities offered by digitalisation and technology, accompanied by qualitative and quantitative research focused on destination branding, which is one of the branding processes. The implementation demonstrates, through comprehensive literature review and survey findings, the particular significance of location-based games for destination branding. In the gamification application, storytelling unique to Elmadağ and Renkliköy, as well as the integration of traditional and local features, position this work as one of the pioneering studies in the field. As highlighted in the study’s significance, research in this area remains limited, and there are no similar studies in Turkey investigating the intersection of destination branding, gamification, and location-based games. The development of location-based gamification mechanics, interface design, and the transmission of region-specific cultural features in the context of destination branding forms a common intersection point for interdisciplinary collaboration among local governments, designers, and fields such as computer engineering.

The first chapter of the thesis examines the conceptual framework, while the second chapter investigates the concept of brand and its related processes. The third chapter addresses destination branding, including examples that encompass the brand and the digital transformation process, such as AR application studies. The main topic of the thesis, location-based games, is explored in the fourth chapter, which considers the effects of game history and culture, and analyses gamification applications—like the widely popular “Pokemon GO”—as elements of destination branding. The fifth and final chapter discusses the development processes of the “Renkliköy MCR” location-based gamification game, presenting findings on user satisfaction based on a survey conducted with 96 participants. The survey results reveal that location-based gamification games are innovative and effective tools for destination promotion and cultural transmission, meeting participants’ expectations to a great extent in terms of entertainment as well as social and cultural dimensions.

In the conclusion, recommendations, and discussion section, the findings obtained are supported by examples from the literature, emphasising the importance and function of location-based gamification applications and their effects in the destination branding process. The contribution of this application both to the region and to the transmission of its cultural values via the interface, in line with national development goals, is explained. In the final part of the thesis, the role of Hacettepe University in the branding of Renkliköy and its contributions to the project are examined in detail; concepts such as design processes, the influence of local stakeholders, support for the local economy, and sustainability constitute the main components of the thesis.