Turistlerin Tatil Seçimi Karar Verme Aşamalarında Sosyal Medyanın Rolü: TripAdvisor Örneği (The Role of Social Media in the Decision-Making Stages of Tourists: TripAdvisor Example)

Betül  AKYOL; Yüksel  ÖZTÜRK

doi:10.21325/jotags.2023.1257

Yazarlar

Betül AKYOL
Yüksel ÖZTÜRK

DOI:

https://doi.org/10.21325/jotags.2023.1257

Anahtar Kelimeler:

Turist davranışı- Turistik karar verme süreci- Sosyal medya- Göreme milli parkı

Öz

Araştırmanın amacı, turistlerin karar verme süreçlerini sosyal medya etkisiyle incelemektir. Araştırma kapsamında, Tripadvisor seyahat platformunda turistlerin Göreme Milli Parkı ile ilgili seyahat öncesi ve seyahat sonrası paylaşımları değerlendirilmiştir. Tripadvisor’daki Göreme Milli Parkı ile ilgili ifadeler analiz edilmiştir. Araştırmada Tripadvisor’daki toplam 539 ifade incelenmiştir. Araştırmada nitel ve nicel yöntem birlikte kullanılmıştır. Araştırmada Maxqda nitel veri analiz programı aracılığıyla seyahat sonrası ifadelere kelime bulutu taraması yapılmış ve Göreme Milli Parkına yönelik önerilerde hiyerarşik kod modeli gerçekleştirilmiştir. SPSS nicel veri analiz programı aracılığıyla Tripadvisor’daki katılımcıların sosyo-demografik özelliklerine yönelik ve Göreme Milli Parkı’nın atmosferine, çekicilik özelliklerine, mevsimsel tercihine ve tercih edilen aktivitelere yönelik frekans yüzdeleri hesaplanmıştır. Elde edilen bulgulara göre, tarihi, doğal, doğa, kilise ve peribacaları kavramlarının sıklıkla kullanıldığı tespit edilmiştir. Göreme Milli Parkının doğa harikası olarak ifade edilen, peribacalarının ve tarihi kiliselerin ön plana çıktığı görülmektedir. Katılımcılar tarafından Göreme Milli Parkı mistik şehir olarak algılanmaktadır.

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