Dijital Pazarlama Araçlarından Sosyal Medyanın Yabancı Turistlerin Türkiye’yi Tercihleri Üzerine Etkisi (The Impact of Social Media as a Digital Marketing Tool on Foreign Tourists’choice of Turkey)

Saime ŞANLI GÜNER; M.Mithat ÜNER

doi:10.21325/jotags.2022.1055

Authors

Saime ŞANLI GÜNER
M.Mithat ÜNER

DOI:

https://doi.org/10.21325/jotags.2022.1055

Keywords:

Social media, Identity, Attitudes, Participation, Community, Consumer behaviors

Abstract

With the increase of social media use for the purposes of obtaining information and ensuring communication, there has been a great effect on the daily lives of the consumers, changing the ways by which individuals communicate with each other and travel. The effect of these developments on tourism companies lead to the increase of presence of travel communities and the occurrence of significant changes in the travel industry. In this research, questions have been directed to the individuals who live in the UK, Germany and Russia and who use social media and have the intention of travelling, in their mother tongues, with the aim of impact of social media on the preference of tourism consumers that have different cultural view points. The data obtained in the research is analyzed with SPSS 25.0 and Smart PLS 3.0 software. While evaluating the data, complementary statistical methods (number, percentage, average, standard deviation) have been used. Comparison tests and frequency analysis were conducted. Besides, explanatory factor analysis and affirmative factor analysis were conducted for reliability related to the adapted scale and the structure validity. According to the results of the research, it could be said that social media has an effect on the behaviors of tourism consumers who have different cultural viewpoints

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