Research Article
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Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi

Year 2022, Volume: 11 Issue: 2, 836 - 847, 28.04.2022
https://doi.org/10.33206/mjss.987553

Abstract

Bu çalışmanın amacı, turist gerçek davranışında sosyal medyanın rolünün incelenmesidir. Çalışmada 18 adet beşli Likert tipinde bir anket kullanılmıştır. Çalışma kapsamında çevrimiçi anket tekniği ile 365 adet veri elde edilmiştir. Verilere SMARTPLS ile Doğrulayıcı Faktör Analizi ve Yol Analizi uygulanmıştır. Analiz sonucunda ilk olarak ölçeğin uyum, yakınsak ve ayrışma geçerliliğini sağladığı ve güvenilir bir ölçek olduğu görülmüştür. Yol Analizi sonucunda ise Sosyal Medya Kullanımının Davranışsal Niyeti yaklaşık %42 oranında pozitif etkilediği, Turist Davranışını ise yaklaşık %45 oranında pozitif etkilediği görülmüştür. Ancak Turizm Tanıtımının Davranışsal Niyet ve Turist Davranışı üzerinde bir etkisinin olmadığı görülmüştür. Yine Turist Bilgi Arayışının Davranışsal Niyeti yaklaşık %36 oranında ve pozitif etkilediği, Turist Gerçek Davranışını ise yaklaşık %37 oranında ve pozitif etkilediği görülmüştür. Son olarak Sosyal Medya Kullanımının, Turizm Tanıtımının ve Turist Bilgi Arayışının Davranışsal Niyeti yaklaşık %65 oranında pozitif ve anlamlı bir şekilde açıkladığı; Turist Gerçek Davranışını ise yaklaşık %71 oranından pozitif ve anlamlı bir şekilde açıkladığı sonucuna ulaşılmıştır.

References

  • Arat, T. ve Dursun, G. (2016). Seyahat ve konaklama tercihi açısından sosyal paylaşım sitelerinin kullanımı. Sosyal Bilimler Meslek Yüksekokulu Dergisi, 19(41), 111-118.
  • Atadil, H. A. (2011). Otel işletmelerinde sosyal medya pazarlaması: Turizm tüketicilerinin sosyal paylaşım sitelerine ilişkin algıları üzerine bir alan çalışması (Yüksek lisans tezi). Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Briciu, A. ve Briciu, V.A. (2020). Participatory culture and tourist experience: Promoting Destinations Through YouTube. In Kavoura, A., Kefallonitis, E. & Theodoridis, P. (Eds.), Strategic innovative marketing and tourism (pp.425-433). Springer: Cham, Switzerland.
  • Buhalis, D. ve Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal Of Destination Marketing & Management, 4(3), 151-161.
  • Chung, N. ve Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
  • 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.
  • Çiftçi, G. ve Küçükaltan, D. (Aralık, 2012). Sosyal medyanın konaklama işletmelerinin pazarlamasındaki rolü ve örnek uygulamaları. 13. Ulusal Turizm Kongresi. Antalya.
  • Fodness, D. ve Murray, B. (1997). Tourist information search. Annals of Tourism Research, 24(3), 503-523.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Fotis, J.N., Buhalis, D. ve Rossides, N. (2012). Social media use and impact during the holiday travel planning process. In Fuchs, M., Ricci, F. & Cantoni, L. (Eds), Information and communication technologies in tourism (pp.13-24). Springer: Vienna, Austria.
  • Gretzel, U., Yoo, K. ve Purifoy, M. (2007). Online travel review study: Role and impact of online travel reviews. Laboratory for Intelligent Systems in Tourism. Texas A & M University. Retrieved from http://www.tripadvisor.com/pdfs/OnlineTravelReview Report.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.
  • Harlow, A. (2010). Online surveys–possibilities, pitfalls and practicalities: the experience of the tela evaluation. Waikato Journal of Education, 15(2), 95-108.
  • Huang C.Y., Chou, C.J. ve Lin, P.C. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31, 513-526.
  • İçöz, O., Kütük, A. ve İçöz, O. (2018). Social media and consumer buying decisions in tourism: The case of Turkey. Revista de Turismo y Patrimonio Cultural, 16(4), 1051-1066.
  • Jacobsen, J.K.S. ve Munar, A.M. (2012). Tourist information search and destination choice in a digital age. Tourism Management Perspectives, 1, 39-47.
  • Javed, M., Tuˇcková, Z. ve Jibril, A. B. (2020). The role of social media on tourists’ behavior: An empirical analysis of millennials from the czech republic. Sustainability, 12, 7735. doi:10.3390/su12187735
  • Kaperonis, S. (2018). The Impact of Social Media on User's Travel Purchase Intention, The Seventh International Conference on Data Analytics Data Analytıcs, Athens, Greece.
  • Kim, D. J., Ferrin, D. L. ve Rao, H. R. (2008). A trust-based consumer decision making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support System, 44, 544-564.
  • Kim, W.G. ve Park, S.A. (2017). Social media review rating versus traditional customer satisfaction: Which one has more incremental predictive power in explaining hotel performance?. Int. J. Contemp. Hosp. Manag., 29, 784-802.
  • Klopping, I.M. ve McKinney, E. (2004) Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Information Technology Learning and Performance Journal, 22, 35-48.
  • Lee, H.Y., Qu, H. ve Kim, Y.S. (2007). A study of personal innovativeness on online travel shopping behaviour-a case study of korean travelers. Tourism Management, 28, 886- 897.
  • Meng, F. ve Xu, Y. (2012). Tourism shopping behavior: planned, impulsive, or experiential?, ınternatıonal journal of culture. Tourısm And Hospıtalıty Research J., 6 (3), 250-265.
  • Milano, R., Baggio, R. ve Piattelli, R. (2011, January). The effects of online social media on tourism websites. 18th International Conference on Information. Technology and Travel & Tourism. Innsbruck, Austria.
  • Munar, A.M. (2010). Digital Exhibitionism: The age of exposure. Culture Unbound Journal of Current Cultural Research, 2, 401-422.
  • O’Keefe, D.J. (1990). Persuasion: Theory and research. Sage Publications, Newbury Park, CA.
  • Parra-Lopez, E., Gutierrez-Tano, D., Diaz-Armas, R.J. ve Bulchand-Gidumal, J. (2012). Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media, In: M. Sigala, E. Christou, U. Gretzel (Eds). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases (pp.171-187), Ashgate Publishing: Farnham, UK.
  • Saeed, M. ve Shafique, I. (2020). Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media. Qual Quant, 54, 1491-1512.
  • Sigala, M., Christou, E. ve Gretzel, U. (2012). Social media in travel, tourism and hospitality theory, practice and cases. Ashgate Publishing Limited: Surrey, UK.
  • Taş, M., Ünal, A. ve Zengin, B. (2019). Sosyal medyanın turistlerin satın alma kararları üzerindeki etkisi: Erzincan-Kemaliye örneği. Journal of Tourism and Gastronomy Studies, 7(3), 2226-2250.
  • Tavşancıl, E. (2002). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Yayıncılık.
  • Tjøstheima, I., Tussyadiaha, L. P. ve Hoem, S. O. (2007). Combination of ınformation sources in travel planning a cross national study, Information and Communication Technologies in Tourism, Slovenia.
  • We Are Social (2021). Erişim adresi: https://wearesocial.com/digital-2021
  • Werthner H. ve Ricci F. (2004). E-Commerce and tourism. Communications of the ACM, 47, 101-105.
  • White, L. (2010). Facebook, Friends and Photos: A Snapshot into Social Networking for Generating Travel Ideas. In N. Sharda (Ed.), Tourism Informatics: Visual Travel Recommender Systems, Social Communities, and User Interface Design (pp. 115-129). Hershey, PA: IGI Global.
  • Xıang, Z., Magnını, V.P. ve Fesenmaıer, 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.
  • Xiang Z. ve Gretzel U. (2010). Role of social media in online travel ınformation search. Tourism Management, 31(2), 179-188. doi:10.1016/j.tourman.2009.02.016
  • Yılmaz, V. ve Kinaş, Y. (2020). Kısmi en küçük kareler yapısal eşitlik modellemesiyle bir elektrik dağıtım şirketinin hizmet kalitesinin araştırılması . Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(2), 437-456. doi: 10.17153/oguiibf.534641
  • Zeithaml, V. A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. J. Mark., 31-46.
  • Zeng, B. (2013). Social media in tourism. J Tourism Hospit 2:e125. doi:10.4172/2167-0269.1000e125
  • Zeng, B. ve Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tour. Manag. Perspect, 10, 27–36.
  • Zivkovic, R., Gajic, J. ve Brdar, I. (2014). The impact of social media on tourism. Singidunum Journal of Applied Sciences Supplement, 758-761.

Examining the Role of Social Media in Tourist Actual Behavior

Year 2022, Volume: 11 Issue: 2, 836 - 847, 28.04.2022
https://doi.org/10.33206/mjss.987553

Abstract

The aim of this study is to examine the role of social media in tourist actual behavior. In the study, 18 five-point Likert type questionnaires were used. Within the scope of the study, 365 data were obtained with the online survey technique. Confirmatory Factor Analysis and Path Analysis were applied to the data with SMARTPLS. As a result of the analysis, it was seen that the scale provided convergent, convergent and discriminant validity and was a reliable scale. As a result of the Path Analysis, it was seen that Social Media Use had a positive effect on Behavioral Intention by approximately 42%, and a positive effect on Tourist Behavior by approximately 45%. However, it has been observed that Tourism Promotion has no effect on Behavioral Intention and Tourist Behavior. Again, it was seen that Tourist Information Seeking affected Behavioral Intention positively by about 36%, and Tourist Actual Behavior was positively affected by about 37%. Finally, Social Media Usage, Tourism Promotion, and Tourist Information Seeking explained Behavioral Intention in a positive and meaningful way at a rate of approximately 65%; It has been concluded that it explains the Tourist Actual Behavior in a positive and meaningful way with a rate of 71%.

References

  • Arat, T. ve Dursun, G. (2016). Seyahat ve konaklama tercihi açısından sosyal paylaşım sitelerinin kullanımı. Sosyal Bilimler Meslek Yüksekokulu Dergisi, 19(41), 111-118.
  • Atadil, H. A. (2011). Otel işletmelerinde sosyal medya pazarlaması: Turizm tüketicilerinin sosyal paylaşım sitelerine ilişkin algıları üzerine bir alan çalışması (Yüksek lisans tezi). Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Briciu, A. ve Briciu, V.A. (2020). Participatory culture and tourist experience: Promoting Destinations Through YouTube. In Kavoura, A., Kefallonitis, E. & Theodoridis, P. (Eds.), Strategic innovative marketing and tourism (pp.425-433). Springer: Cham, Switzerland.
  • Buhalis, D. ve Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal Of Destination Marketing & Management, 4(3), 151-161.
  • Chung, N. ve Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
  • 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.
  • Çiftçi, G. ve Küçükaltan, D. (Aralık, 2012). Sosyal medyanın konaklama işletmelerinin pazarlamasındaki rolü ve örnek uygulamaları. 13. Ulusal Turizm Kongresi. Antalya.
  • Fodness, D. ve Murray, B. (1997). Tourist information search. Annals of Tourism Research, 24(3), 503-523.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable va-riables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Fotis, J.N., Buhalis, D. ve Rossides, N. (2012). Social media use and impact during the holiday travel planning process. In Fuchs, M., Ricci, F. & Cantoni, L. (Eds), Information and communication technologies in tourism (pp.13-24). Springer: Vienna, Austria.
  • Gretzel, U., Yoo, K. ve Purifoy, M. (2007). Online travel review study: Role and impact of online travel reviews. Laboratory for Intelligent Systems in Tourism. Texas A & M University. Retrieved from http://www.tripadvisor.com/pdfs/OnlineTravelReview Report.
  • Hair, J.F., Hult, G.T.M., Ringle, C.M. ve Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Inc.
  • Harlow, A. (2010). Online surveys–possibilities, pitfalls and practicalities: the experience of the tela evaluation. Waikato Journal of Education, 15(2), 95-108.
  • Huang C.Y., Chou, C.J. ve Lin, P.C. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31, 513-526.
  • İçöz, O., Kütük, A. ve İçöz, O. (2018). Social media and consumer buying decisions in tourism: The case of Turkey. Revista de Turismo y Patrimonio Cultural, 16(4), 1051-1066.
  • Jacobsen, J.K.S. ve Munar, A.M. (2012). Tourist information search and destination choice in a digital age. Tourism Management Perspectives, 1, 39-47.
  • Javed, M., Tuˇcková, Z. ve Jibril, A. B. (2020). The role of social media on tourists’ behavior: An empirical analysis of millennials from the czech republic. Sustainability, 12, 7735. doi:10.3390/su12187735
  • Kaperonis, S. (2018). The Impact of Social Media on User's Travel Purchase Intention, The Seventh International Conference on Data Analytics Data Analytıcs, Athens, Greece.
  • Kim, D. J., Ferrin, D. L. ve Rao, H. R. (2008). A trust-based consumer decision making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support System, 44, 544-564.
  • Kim, W.G. ve Park, S.A. (2017). Social media review rating versus traditional customer satisfaction: Which one has more incremental predictive power in explaining hotel performance?. Int. J. Contemp. Hosp. Manag., 29, 784-802.
  • Klopping, I.M. ve McKinney, E. (2004) Extending the technology acceptance model and the task-technology fit model to consumer e-commerce. Information Technology Learning and Performance Journal, 22, 35-48.
  • Lee, H.Y., Qu, H. ve Kim, Y.S. (2007). A study of personal innovativeness on online travel shopping behaviour-a case study of korean travelers. Tourism Management, 28, 886- 897.
  • Meng, F. ve Xu, Y. (2012). Tourism shopping behavior: planned, impulsive, or experiential?, ınternatıonal journal of culture. Tourısm And Hospıtalıty Research J., 6 (3), 250-265.
  • Milano, R., Baggio, R. ve Piattelli, R. (2011, January). The effects of online social media on tourism websites. 18th International Conference on Information. Technology and Travel & Tourism. Innsbruck, Austria.
  • Munar, A.M. (2010). Digital Exhibitionism: The age of exposure. Culture Unbound Journal of Current Cultural Research, 2, 401-422.
  • O’Keefe, D.J. (1990). Persuasion: Theory and research. Sage Publications, Newbury Park, CA.
  • Parra-Lopez, E., Gutierrez-Tano, D., Diaz-Armas, R.J. ve Bulchand-Gidumal, J. (2012). Travellers 2.0: Motivation, Opportunity and Ability to Use Social Media, In: M. Sigala, E. Christou, U. Gretzel (Eds). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases (pp.171-187), Ashgate Publishing: Farnham, UK.
  • Saeed, M. ve Shafique, I. (2020). Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media. Qual Quant, 54, 1491-1512.
  • Sigala, M., Christou, E. ve Gretzel, U. (2012). Social media in travel, tourism and hospitality theory, practice and cases. Ashgate Publishing Limited: Surrey, UK.
  • Taş, M., Ünal, A. ve Zengin, B. (2019). Sosyal medyanın turistlerin satın alma kararları üzerindeki etkisi: Erzincan-Kemaliye örneği. Journal of Tourism and Gastronomy Studies, 7(3), 2226-2250.
  • Tavşancıl, E. (2002). Tutumların ölçülmesi ve SPSS ile veri analizi. Ankara: Nobel Yayıncılık.
  • Tjøstheima, I., Tussyadiaha, L. P. ve Hoem, S. O. (2007). Combination of ınformation sources in travel planning a cross national study, Information and Communication Technologies in Tourism, Slovenia.
  • We Are Social (2021). Erişim adresi: https://wearesocial.com/digital-2021
  • Werthner H. ve Ricci F. (2004). E-Commerce and tourism. Communications of the ACM, 47, 101-105.
  • White, L. (2010). Facebook, Friends and Photos: A Snapshot into Social Networking for Generating Travel Ideas. In N. Sharda (Ed.), Tourism Informatics: Visual Travel Recommender Systems, Social Communities, and User Interface Design (pp. 115-129). Hershey, PA: IGI Global.
  • Xıang, Z., Magnını, V.P. ve Fesenmaıer, 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.
  • Xiang Z. ve Gretzel U. (2010). Role of social media in online travel ınformation search. Tourism Management, 31(2), 179-188. doi:10.1016/j.tourman.2009.02.016
  • Yılmaz, V. ve Kinaş, Y. (2020). Kısmi en küçük kareler yapısal eşitlik modellemesiyle bir elektrik dağıtım şirketinin hizmet kalitesinin araştırılması . Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 15(2), 437-456. doi: 10.17153/oguiibf.534641
  • Zeithaml, V. A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. J. Mark., 31-46.
  • Zeng, B. (2013). Social media in tourism. J Tourism Hospit 2:e125. doi:10.4172/2167-0269.1000e125
  • Zeng, B. ve Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tour. Manag. Perspect, 10, 27–36.
  • Zivkovic, R., Gajic, J. ve Brdar, I. (2014). The impact of social media on tourism. Singidunum Journal of Applied Sciences Supplement, 758-761.
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Şükran Karaca 0000-0002-0268-1810

İbrahim Yemez 0000-0003-3176-6394

Early Pub Date April 28, 2022
Publication Date April 28, 2022
Submission Date August 26, 2021
Published in Issue Year 2022 Volume: 11 Issue: 2

Cite

APA Karaca, Ş., & Yemez, İ. (2022). Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi. MANAS Sosyal Araştırmalar Dergisi, 11(2), 836-847. https://doi.org/10.33206/mjss.987553
AMA Karaca Ş, Yemez İ. Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi. MJSS. April 2022;11(2):836-847. doi:10.33206/mjss.987553
Chicago Karaca, Şükran, and İbrahim Yemez. “Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi”. MANAS Sosyal Araştırmalar Dergisi 11, no. 2 (April 2022): 836-47. https://doi.org/10.33206/mjss.987553.
EndNote Karaca Ş, Yemez İ (April 1, 2022) Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi. MANAS Sosyal Araştırmalar Dergisi 11 2 836–847.
IEEE Ş. Karaca and İ. Yemez, “Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi”, MJSS, vol. 11, no. 2, pp. 836–847, 2022, doi: 10.33206/mjss.987553.
ISNAD Karaca, Şükran - Yemez, İbrahim. “Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi”. MANAS Sosyal Araştırmalar Dergisi 11/2 (April 2022), 836-847. https://doi.org/10.33206/mjss.987553.
JAMA Karaca Ş, Yemez İ. Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi. MJSS. 2022;11:836–847.
MLA Karaca, Şükran and İbrahim Yemez. “Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi”. MANAS Sosyal Araştırmalar Dergisi, vol. 11, no. 2, 2022, pp. 836-47, doi:10.33206/mjss.987553.
Vancouver Karaca Ş, Yemez İ. Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi. MJSS. 2022;11(2):836-47.

MANAS Journal of Social Studies