Ülkelerin Destinasyon Tanıtımında Kullandıkları Sosyal Medya Hesaplarının Kümeleme Analizi ile İncelenmesi (Investigation of Social Media Accounts Used by Countries in the Promotion of Destinations by Cluster Analysis)
DOI:
https://doi.org/10.21325/jotags.2021.910Keywords:
Tourism, Destination promotion, Social media, Cluster analysisAbstract
Countries use a wide variety of tools in their promotional activities. One of the most important of these tools is social media tools, where the number of users shows a rapid increase. In this context, countries have realized the importance of taking part in social media tools and the necessity of using these tools effectively. It is seen that countries benefit from social media tools in destination management, promotion and marketing. In this study, the number of followers, the total number of posts, the number of post likes and comments, and the average post sharing of the content in the Instagram accounts of 16 countries were examined by cluster analysis. The Ward method was used for cluster analysis. As a result of the study, similar countries in terms of interaction were revealed and interpreted. As a result of the hierarchical clustering analysis made according to the Ward Method, it is seen that 16 countries form a 4-cluster structure. As a result of the analysis; Argentina, Estonia and Costa Rica were cluster to first group. Greece, England, Sweden and Denmark are in the second cluster, Portugal, Japan, the United States, Mexico and Israel are in the third cluster, Scotland, Austria, Morocco and Brazil were found to be the fourth cluster.
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