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Sosyal Medyanın Tüketicilerin Destinasyon Tercihleri Üzerindeki Etkisi

Year 2024, Volume: 39 Issue: 2, 544 - 567

Abdülhak Sacid Aksoy İbrahim Atilla Karataş

https://doi.org/10.24988/ije.1326734

Abstract

Günlük hayatta internet kullanımından en çok etkilenen alanlardan biri şüphesiz sosyal medya platformlarıdır. Sosyal medya hayatın birçok alanında olduğu gibi tüketicilerin destinasyon tercihlerinin şekillenmesinde de önemli bir alternatif mecra haline gelmiştir. Bu anlamda destinasyon pazarlama organizasyonları düşük bütçelerle geniş hedef kitlelere sosyal medya ağları ile ulaşma imkânı bulmaktadır. Aynı zamanda sosyal medya platformları tüketicilerin destinasyon tercihinde bilgiye ulaşma, plan ve rezervasyon yapma ve birbirleriyle seyahat deneyimlerini paylaşma şeklini de değiştirmiştir. Bu çalışmada amaç herhangi bir destinasyonun tercih edilmesinde sosyal medyanın tüketici davranışları üzerindeki etkisini belirlemektir. Evreni Türkiye geneli olan araştırmanın verilerini temin etmek amacıyla basit tesadüfi yöntem kullanılarak sosyal medya platformlarında çevrimiçi anket uygulaması gerçekleştirilmiştir. Yapılan analizler sonucunda sosyal medya vasıtasıyla destinasyon ihtiyacının belirlenmesi, destinasyon ile ilgili bilgi ve seçeneklerin araştırılması, destinasyon seçiminde alternatiflerin değerlendirilmesi ve satın alma sonrası sosyal medya değerlendirmesi ile sosyal medyanın destinasyon satın alma kararına etkisi arasında anlamlı ve pozitif yönlü bir ilişki tespit edilmiştir. Ayrıca sosyal medyanın destinasyon tercihinde tüketici davranışları üzerindeki etkisinin, demografik unsurlar içerisinde yer alan cinsiyet, yaş dağılımı ve aylık gelir açısından farklılık gösterdiği de tespit edilmiştir. Elde edilen bilgiler ışığında sosyal medyada faaliyet gösteren destinasyon pazarlama organizasyonlarına tavsiyelerde bulunulmuştur.

Keywords

Destinasyon Destinasyon Pazarlaması Sosyal Medya Tüketici Davranışı

References

  • Aktan, E. (2018). Sosyal medyanın turizm pazarlamasındaki rolünün değerlendirilmesi. Journal of Tourism and Gastronomy Studies, 6(3), 228-248.
  • Amaro, S., Duarte, P. ve Henriques, C. (2016). Travelers’ use of social media: A clustering approach. Annals of Tourism Research, (59), 1–15.
  • Ayeh, J. K., Au, N. ve Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, (35), 132-143.
  • Belber, B. G. ve Eker, S. (2022). Sosyal medyanın destinasyon tercihine etkisi: Kapadokya örneği. Yeni Medya, (12), 205-233.
  • Bland, J. M. ve Altman, D. G. (1997). Statistics notes: Cronbach's alpha. Bmj, 314 (7080), 572.
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97-116.
  • Büyüköztürk, Ş. (2003). Sosyal bilimler için veri analizi el kitabı (3. baskı). Ankara: PegemA Yayıncılık.
  • Casalo, L. V., Flavian, C. ve Guinaliu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior. (27), 622-633.
  • Ceyhan, E. ve Namlu, A. G. (2000). Bilgisayar Kaygı Ölçeği (BKÖ): Geçerlik ve güvenirlik çalışması. Anadolu Üniversitesi Eğitim Fakültesi Dergisi, 10(2), 77-93.
  • Cheung, M. L., Ting, H., Cheah, F. H. ve Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product ve Brand Management. 30(1), 28-43.
  • Chopra, C., Gupta, S. ve Manek, R. (2020). Impact of social media on consumer behaviour. International Journal of Creative Research Thoughts, 8(6), 1943-1961.
  • Chou, C. P. ve Bentler, P. M. (1995). Estimates and tests in structural equation modeling. R.H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications içinde (37–55. ss.). Sage Publications, Inc.
  • Chung, N. ve Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, (32), 215-229.
  • Cohen, L., Manion, L. ve Morrison, K. (2017). Research methods in education. Routledge.
  • Cox, C., Burgess, S., Sellitto, C. ve Buultjens, J. (2009). The role of user-generated content in tourists' travel planning behavior. Journal of Hospitality Marketing & Management, 18(8), 743-764, DOI: 10.1080/19368620903235753.
  • Curan, P.J., West, S.G. ve Finch, J.F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Pyschological methods, 1(1), 16-29.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve Lisrel uygulamaları. Pegem Akademi Yayıncılık.
  • Demiral, A. B. ve Gelibolu, L. (2019). Turistik destinasyon olarak Kars’ın tercih edilmesinde sosyal medya paylaşımlarının motivatör etkisi: Doğu Ekspresi örneği. International Social Sciences Studies Journal, 5(49), 6174-6187.
  • Di Pietro, L., Di Virgilio, F. ve Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60-76.
  • Diffley, S., Kearns, J., Bennett, W. ve Kawalek, P. (2011). Consumer behaviour in social networking sites: Implications for marketers. Irish Journal of Management, 47-64.
  • Dolan, R., Seo, Y. ve Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective. Tourism Management, (73), 35-45.
  • Fotis, J., Buhalis, D. ve Rossides, N. (2011). Social media impact on holiday travel planning: The case of the Russian and the FSU markets. International Journal of Online Marketing (IJOM), 1(4), 1-19.
  • Giglio, S., Bertacchini, F., Bilotta, E. ve Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, (72), 306-312.
  • Güneş, E., Ekmekçi, Z. ve Taş, M. (2022). Sosyal medya influencerlarına duyulan güvenin satın alma öncesi davranış üzerine etkisi: Z kuşağı üzerine bir araştırma. Türk Turizm Araştırmaları Dergisi, 6(1), 163-183.
  • Harrigan, P., Evers, U., Miles, M. ve Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, (59), 597-609.
  • Hays, S., S. J., Page ve D. Buhalis. (2012). Social Media as a destination marketing tool: Its use by National Tourism Organisations. Current Issues in Tourism, 1-29, DOI:10.1080/ 13683500.2012.662215
  • Huang, Y., Basu, C. ve Hsu, M. K. (2010). Exploring motivations of travel knowledge sharing on social network sites: An empirical investigation of U.S. College students. Journal of Hospitality Marketing ve Management, (19), 717-734.
  • Inn, K. (2004). Plan for city identity establishment and city marketing the case of Kimpo city. Dela, (21), 233-240.
  • İşlek, M.S. (2012). Sosyal medyanın tüketici davranışlarına etkileri: Türkiye’deki sosyal medya kullanıcıları üzerine bir araştırma. Yayımlanmış Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi, Sosyal Bilimler Enstitüsü, Karaman.
  • Jansson, A. (2018). Rethinking post-tourism in the age of social media. Annals of Tourism Research, (69), 101-110.
  • Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, (39), 31-36.
  • Karataş, İ. A. (2022). Çevrimiçi tüketici ve fenomen yorumlarının çevrimiçi satın alma davranışı üzerine etkisi. Turkish Studies-Economics, Finance, Politics, 17(3).
  • Kim, S., Moon, J. ve Choe, J. (2016). Comparison of destination brand equity models of competitive convention cities in East Asia. Journal of Convention & Event Tourism, 17(4), 318-342.
  • Kline, R.B. (2005). Structural equation modeling. 2nd ed., The Guilford Press.
  • Kotler, P., Wong, V., Saunders, J. ve Armstrong, G. (2003). Principles of marketing. Pearson Press.
  • Kütük, A. (2016). Social media marketing in tourism industry and role of the social media on consumer preferences: A survey on the effects of social media sites on the buying decision making process. Yayımlanmamış Doktora Tezi, Yaşar Üniversitesi.
  • Lange-Faria, W. ve Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos, 7(1), 193-211.
  • Lee, M., Lowry, L. L. ve Delconte, J. D. (2015). Social media in tourism research: A literature review. 2015 ttra International Conference.
  • Lee, S. (2011). To tweet or not to tweet: An exploratory study of meeting professionals’ attitudes toward applying social media for meeting sessions. Journal of Convention & Event Tourism, (12), 271-289.
  • Leung, D., Law, R., van Hoof, H. ve Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, (30), 3-22.
  • Litvin, S. W., Goldsmith, R. E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, (29), 458-468.
  • Miguéns, J., Baggio, R. ve Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in Tourism Research, 26(28), 1-6.
  • Mucuk, İ., (2012). Pazarlama İlkeleri, Türkmen Yayıncılık, İstanbul.
  • Rizzi, P. ve Dioli, I. (2010). From strategic planning to city branding: Some empirical evidence in Italy. PASOS. Revista de Turismo y Patrimonio Cultural, 8(Special Issue), 39-49.
  • Schaar, R. (2013). Destination branding: A snapshot. UW-L Journal of Undergraduate Research, 16(1), 1-10.
  • Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A. ve Benqian, L. (2021). Sustainable destination marketing ecosystem through smartphone-based social media: The consumers’ acceptance perspective. Sustainability, (13), 2308.
  • Sotiriadis, M. D. ve van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of Twitter by tourists. Electron Commer Res, (13), 103-124.
  • Sparks, B. A. ve Browning V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, (32), 1310-1323.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, (10), 17-21.
  • Tham, A., Croy, G. ve Mair, J. (2013). Social media in destination choice: Distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1-2), 144-155.
  • TÜİK (2023). Nüfus İstatistikleri. Erişim adresi: https://www.tuik.gov.tr
  • Ünal, A. ve Bayar, S. B. (2020). Yerli ziyaretçilerin destinasyon seçimlerinde Instagram’ın rolünün belirlenmesine yönelik bir araştırma: Bursa Uludağ örneği. Journal of International Social Sciences Academic Researches, 4(1), 16-27.
  • Yükselen, C. (2008). Pazarlama, İlkeler-Yönetim-Örnek Olaylar. Detay Yayıncılık, Ankara.
  • Xiang, Z., Magnini, V. P. ve Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services. (22), 244-249.

The Effect of Social Media on Consumers’ Destination Preferences

Year 2024, Volume: 39 Issue: 2, 544 - 567

Abdülhak Sacid Aksoy İbrahim Atilla Karataş

https://doi.org/10.24988/ije.1326734

Abstract

Undoubtedly, social media platforms are one of the areas most affected by internet use in daily life. Social media has become an important alternative to consumers' destination preferences in many areas of life. In this sense, destination marketing organizations offer the opportunity to reach large target audiences with low budgets through social media networks. At the same time, social media platforms have changed the way consumers access information in their destination prefererences, make plans and reservations, and share their travel experiences with each other. The aim of this study is to determine the effect of social media on consumer behavior in choosing any destination. For the study, the population of which is Turkey in general, online survey applications on social media platforms were preferred with a simple random method. As a result of the analyses, a significant positive relationship was determined between the determination of the destination need through social media, the search for information and options related to the destination, the evaluation of alternatives in the destination selection, the post-purchase social media evaluation, and the destination purchasing decision of the social media. In addition, it has also been determined that the effect of social media on consumer behavior in terms of destination preference differs in terms of gender, age distribution and monthly income, which are among the demographic elements. In light of the information obtained, recommendations were made to destination marketing organizations operating on social media.

Keywords

Destination Destination Marketing Social Media Consumer Behavior

References

  • Aktan, E. (2018). Sosyal medyanın turizm pazarlamasındaki rolünün değerlendirilmesi. Journal of Tourism and Gastronomy Studies, 6(3), 228-248.
  • Amaro, S., Duarte, P. ve Henriques, C. (2016). Travelers’ use of social media: A clustering approach. Annals of Tourism Research, (59), 1–15.
  • Ayeh, J. K., Au, N. ve Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, (35), 132-143.
  • Belber, B. G. ve Eker, S. (2022). Sosyal medyanın destinasyon tercihine etkisi: Kapadokya örneği. Yeni Medya, (12), 205-233.
  • Bland, J. M. ve Altman, D. G. (1997). Statistics notes: Cronbach's alpha. Bmj, 314 (7080), 572.
  • Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism Management, 21(1), 97-116.
  • Büyüköztürk, Ş. (2003). Sosyal bilimler için veri analizi el kitabı (3. baskı). Ankara: PegemA Yayıncılık.
  • Casalo, L. V., Flavian, C. ve Guinaliu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior. (27), 622-633.
  • Ceyhan, E. ve Namlu, A. G. (2000). Bilgisayar Kaygı Ölçeği (BKÖ): Geçerlik ve güvenirlik çalışması. Anadolu Üniversitesi Eğitim Fakültesi Dergisi, 10(2), 77-93.
  • Cheung, M. L., Ting, H., Cheah, F. H. ve Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product ve Brand Management. 30(1), 28-43.
  • Chopra, C., Gupta, S. ve Manek, R. (2020). Impact of social media on consumer behaviour. International Journal of Creative Research Thoughts, 8(6), 1943-1961.
  • Chou, C. P. ve Bentler, P. M. (1995). Estimates and tests in structural equation modeling. R.H. Hoyle (Ed.), Structural equation modeling: Concepts, issues, and applications içinde (37–55. ss.). Sage Publications, Inc.
  • Chung, N. ve Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, (32), 215-229.
  • Cohen, L., Manion, L. ve Morrison, K. (2017). Research methods in education. Routledge.
  • Cox, C., Burgess, S., Sellitto, C. ve Buultjens, J. (2009). The role of user-generated content in tourists' travel planning behavior. Journal of Hospitality Marketing & Management, 18(8), 743-764, DOI: 10.1080/19368620903235753.
  • Curan, P.J., West, S.G. ve Finch, J.F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Pyschological methods, 1(1), 16-29.
  • Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal bilimler için çok değişkenli istatistik: SPSS ve Lisrel uygulamaları. Pegem Akademi Yayıncılık.
  • Demiral, A. B. ve Gelibolu, L. (2019). Turistik destinasyon olarak Kars’ın tercih edilmesinde sosyal medya paylaşımlarının motivatör etkisi: Doğu Ekspresi örneği. International Social Sciences Studies Journal, 5(49), 6174-6187.
  • Di Pietro, L., Di Virgilio, F. ve Pantano, E. (2012). Social network for the choice of tourist destination: Attitude and behavioural intention. Journal of Hospitality and Tourism Technology, 3(1), 60-76.
  • Diffley, S., Kearns, J., Bennett, W. ve Kawalek, P. (2011). Consumer behaviour in social networking sites: Implications for marketers. Irish Journal of Management, 47-64.
  • Dolan, R., Seo, Y. ve Kemper, J. (2019). Complaining practices on social media in tourism: A value co-creation and co-destruction perspective. Tourism Management, (73), 35-45.
  • Fotis, J., Buhalis, D. ve Rossides, N. (2011). Social media impact on holiday travel planning: The case of the Russian and the FSU markets. International Journal of Online Marketing (IJOM), 1(4), 1-19.
  • Giglio, S., Bertacchini, F., Bilotta, E. ve Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, (72), 306-312.
  • Güneş, E., Ekmekçi, Z. ve Taş, M. (2022). Sosyal medya influencerlarına duyulan güvenin satın alma öncesi davranış üzerine etkisi: Z kuşağı üzerine bir araştırma. Türk Turizm Araştırmaları Dergisi, 6(1), 163-183.
  • Harrigan, P., Evers, U., Miles, M. ve Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, (59), 597-609.
  • Hays, S., S. J., Page ve D. Buhalis. (2012). Social Media as a destination marketing tool: Its use by National Tourism Organisations. Current Issues in Tourism, 1-29, DOI:10.1080/ 13683500.2012.662215
  • Huang, Y., Basu, C. ve Hsu, M. K. (2010). Exploring motivations of travel knowledge sharing on social network sites: An empirical investigation of U.S. College students. Journal of Hospitality Marketing ve Management, (19), 717-734.
  • Inn, K. (2004). Plan for city identity establishment and city marketing the case of Kimpo city. Dela, (21), 233-240.
  • İşlek, M.S. (2012). Sosyal medyanın tüketici davranışlarına etkileri: Türkiye’deki sosyal medya kullanıcıları üzerine bir araştırma. Yayımlanmış Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi, Sosyal Bilimler Enstitüsü, Karaman.
  • Jansson, A. (2018). Rethinking post-tourism in the age of social media. Annals of Tourism Research, (69), 101-110.
  • Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, (39), 31-36.
  • Karataş, İ. A. (2022). Çevrimiçi tüketici ve fenomen yorumlarının çevrimiçi satın alma davranışı üzerine etkisi. Turkish Studies-Economics, Finance, Politics, 17(3).
  • Kim, S., Moon, J. ve Choe, J. (2016). Comparison of destination brand equity models of competitive convention cities in East Asia. Journal of Convention & Event Tourism, 17(4), 318-342.
  • Kline, R.B. (2005). Structural equation modeling. 2nd ed., The Guilford Press.
  • Kotler, P., Wong, V., Saunders, J. ve Armstrong, G. (2003). Principles of marketing. Pearson Press.
  • Kütük, A. (2016). Social media marketing in tourism industry and role of the social media on consumer preferences: A survey on the effects of social media sites on the buying decision making process. Yayımlanmamış Doktora Tezi, Yaşar Üniversitesi.
  • Lange-Faria, W. ve Elliot, S. (2012). Understanding the role of social media in destination marketing. Tourismos, 7(1), 193-211.
  • Lee, M., Lowry, L. L. ve Delconte, J. D. (2015). Social media in tourism research: A literature review. 2015 ttra International Conference.
  • Lee, S. (2011). To tweet or not to tweet: An exploratory study of meeting professionals’ attitudes toward applying social media for meeting sessions. Journal of Convention & Event Tourism, (12), 271-289.
  • Leung, D., Law, R., van Hoof, H. ve Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, (30), 3-22.
  • Litvin, S. W., Goldsmith, R. E. ve Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, (29), 458-468.
  • Miguéns, J., Baggio, R. ve Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in Tourism Research, 26(28), 1-6.
  • Mucuk, İ., (2012). Pazarlama İlkeleri, Türkmen Yayıncılık, İstanbul.
  • Rizzi, P. ve Dioli, I. (2010). From strategic planning to city branding: Some empirical evidence in Italy. PASOS. Revista de Turismo y Patrimonio Cultural, 8(Special Issue), 39-49.
  • Schaar, R. (2013). Destination branding: A snapshot. UW-L Journal of Undergraduate Research, 16(1), 1-10.
  • Sharmin, F., Sultan, M. T., Badulescu, D., Badulescu, A., Borma, A. ve Benqian, L. (2021). Sustainable destination marketing ecosystem through smartphone-based social media: The consumers’ acceptance perspective. Sustainability, (13), 2308.
  • Sotiriadis, M. D. ve van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: The use of Twitter by tourists. Electron Commer Res, (13), 103-124.
  • Sparks, B. A. ve Browning V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, (32), 1310-1323.
  • Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, (10), 17-21.
  • Tham, A., Croy, G. ve Mair, J. (2013). Social media in destination choice: Distinctive electronic word-of-mouth dimensions. Journal of Travel & Tourism Marketing, 30(1-2), 144-155.
  • TÜİK (2023). Nüfus İstatistikleri. Erişim adresi: https://www.tuik.gov.tr
  • Ünal, A. ve Bayar, S. B. (2020). Yerli ziyaretçilerin destinasyon seçimlerinde Instagram’ın rolünün belirlenmesine yönelik bir araştırma: Bursa Uludağ örneği. Journal of International Social Sciences Academic Researches, 4(1), 16-27.
  • Yükselen, C. (2008). Pazarlama, İlkeler-Yönetim-Örnek Olaylar. Detay Yayıncılık, Ankara.
  • Xiang, Z., Magnini, V. P. ve Fesenmaier, D. R. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services. (22), 244-249.
There are 54 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Abdülhak Sacid Aksoy 0000-0002-6189-5245

İbrahim Atilla Karataş 0000-0003-4483-0244

Early Pub Date April 5, 2024
Publication Date
Submission Date July 13, 2023
Acceptance Date January 27, 2024
Published in Issue Year 2024 Volume: 39 Issue: 2

Cite

APA Aksoy, A. S., & Karataş, İ. A. (2024). Sosyal Medyanın Tüketicilerin Destinasyon Tercihleri Üzerindeki Etkisi. İzmir İktisat Dergisi, 39(2), 544-567. https://doi.org/10.24988/ije.1326734
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