Sosyal Medya Aracılığıyla Turizm Deneyimi Paylaşma Motivasyonunu Etkileyen Faktörlerin İncelenmesi

Year 2021, Volume: 3 Issue: 2, 153 - 175, 31.12.2021

Aykut Oğuz Alguer Beykan Çizel

https://doi.org/10.51525/johti.1029430

Abstract

Günümüzde milyonlarca insan, internetin ilişkisel bileşenlerine katılmak için sosyal ağ hizmetlerini kullanmaktadır. Sosyal alışveriş olarak bilinen deneyim paylaşımı da bu ağların önemli bir bölümünü oluşturmaktadır. Turistler aktif birer sosyal ağ katılımcısı olarak, kendi oluşturdukları içerikleri diğer kullanıcılara paylaşmakta ve deneyimlerini şekillendirmektedir. Bu çalışmanın amacı, sosyal medya aracılığıyla turizm deneyimi paylaşma motivasyonunu etkileyen faktörlerin incelenmesidir. Araştırmada veriler, 2019 Temmuz ve Ağustos aylarında Antalya ilinde turizm deneyimi yaşamış 501 yerli ziyaretçiden Antalya Uluslararası Havalimanı'ndan ayrılışları sırasında, kolayda örnekleme yöntemiyle toplanmıştır. İlişki analizleri ile araştırma hipotezleri test edilmiş ve sonuçlar ilişkisel pazarlama kuramı ve sosyal destek kuramı bakış açısı ile tartışılmış ve yorumlanmıştır. İlişki kalitesi ve sosyal desteğin deneyim paylaşım motivasyonunu pozitif yönde etkilediği ve göreceli olarak bu ilişkide ilişki kalitesi etkisinin daha güçlü olduğu saptanmıştır. Çalışma sonuçlarının alanda yer alan araştırmacı ve uygulamacılara faydalar sağlayacağı ümit edilmektedir.

Keywords

Sosyal medya, turizm deneyimi, paylaşım motivasyonu, sosyal destek, ilişki kalitesi

Investigation of Factors Affecting the Motivation to Share Tourism Experience Through Social Media

Abstract

Today, millions of people use social networking services to participate in the relational components of the internet. Experience sharing, known as social shopping, also constitutes an important part of these networks. As active social network participants, tourists share their own content with other users and shape their experiences. The aim of this study is to examine the factors affecting the motivation to share tourism experiences through social media. In the research, data were collected by convenience sampling method from 501 domestic visitors who had tourism experience in Antalya in July and August 2019, during their departure from Antalya International Airport. Relationship analysis and research hypotheses were tested and the results were discussed and interpreted from the perspective of relationship marketing theory and social support theory. It has been determined that the relationship quality and social support positively affect the motivation to share experience, and the relationship quality effect is relatively stronger in this relationship. It is hoped that the results of the study will provide benefits to researchers and practitioners in the field.

Keywords

Social media, tourism experience, motivation to share, social support, relationship quality

References

• Akbıyık, A., & Coşkun, E. (2013). Eğitsel Sosyal Yazılımların Kabul ve Kullanımına Yönelik Bir Model. Online Academic Journal of Information Technology, 4(13), 39-62.
• Aksu, G., Eser, M. T., & Güzeller, C. O. (2017). Açımlayıcı ve Doğrulayıcı Faktör Analizi ile Yapısal Eşitlik Modeli Uygulamaları (1. Baskı). Ankara: Detay Yayıncılık.
• Andersen, S. M., & Baum, A. (1994). Transference in interpersonal relations: inferences and affect based on significant-other representations. Journal of Personality, 62(4), 459-497.
• Anderson, S. L., & Betz, N. E. (2001). Sources of Social Self-Efficacy Expectations: Their Measurement and Relation to Career Development. Journal of Vocational Behavior, 58(1), 98-117.
• Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
• Balcı, A. (2004). Sosyal Bilimlerde Araştırma Yöntem, Teknik ve İlkeler. Ankara: Pegem Akademi Yayıncılık. Bandura, A. (1978). Self-Efficacy: Toward A Unifying Theory Of Behavioral Change. Advances in Behaviour Research and Therapy, 1(4), 139-161.
• Bandura, A. (2006). Guide for Constructing Self-Efficacy Scales. T. Urdan, & F. Pajares içinde, Self-Efficacy Beliefs of Adolescents (s. 307-337). Charlotte, North Carolina, U.S.: Information Age Publishing.
• Baş, F. C. (2018). Sosyal Medya Davranışının Oluşumu: Çevrimiçi Ortamlarda Güven, Sosyal Sermaye Ve Saygınlık İlişkisi. Sosyoloji Araştırmaları Dergisi, 21(2), 49-85.
• Baym, N. K. (2015). Personal Connections in the Digital Age. Cambridge, UK: Polity Press.
• Berger, J., & Schwartz, E. M. (2011). what Drives immediate and ongoing word of Mouth? Journal of Marketing Research, 48(5), 869–880.
• Berry, L. L. (1983). Relationship Marketing in Emerging Perspectives on Services Marketing. Chicago: American Marketing Association.
• Büyüköztürk, Ş. (2011). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorumu 14.baskı. Ankara: Pegem Akademi Yayıncılık.
• Caprara, G. V., & Steca, P. (2005). Self-efficacy beliefs as determinants of prosocial behavior conducive to life satisfaction across ages. Journal of Social and Clinical Psychology, 24(2), 191-217.
• Casaló, L. V., Flavián, C., & Guinalíu, M. (2008). Promoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy. Journal of Marketing Communications, 14(1), 19-36.
• Chang, H. H., & Chuang, S.-S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9-18.
• Chen, J., Xu, H., & Whinston, A. B. (2011). Moderated Online Communities and Quality of User-Generated Content. Journal of Management Information Systems, 28(2), 237-268.
• Chen, S., & Andersen, S. M. (1999). Relationships from the Past in the Present: Significant-Other Representations and Transference in Interpersonal Life. Advances in Experimental Social Psychology, 31, 123-190.
• Chiu, C.-M., Hsu, M.-H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
• Coulson, N. S. (2005). Receiving Social Support Online: An Analysis of a Computer-Mediated Support Group for Individuals Living with Irritable Bowel Syndrome. CyberPsychology & Behavior, 8(6), 580–584.
• Crocker, J., & Canevello, A. (2008). Creating and Undermining Social Support in Communal Relationships: The Role of Compassionate and Self-Image Goals. Journal of Personality and Social Psychology, 95(3), 555-575.
• Eralp, Z. (1983). Genel Turizm. Ankara: Ankara Üniversitesi Basın - Yayın Yüksek Okulu Yayınları. Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.
• Gerlitz, C., & Helmond, A. (2013). The like economy: Social buttons and the data-intensive web. New Media & Society, 15(8), 1348–1365.
• Ghaisani, A. P., Handayani, P. W., & Munajat, Q. (2014). Users’ Motivation in Sharing Information on Social Media. Procedia Computer Science, 124, 530-535.
• Göker, G., & Keskin, S. (2015). Sosyal Medya Türevi Olarak Sosyal İçerik Platformları: Betimsel Bir İnceleme Social Content Platforms As A Socıal Media Type: A Descrıptıve Review. Uluslararası Sosyal Araştırmalar Dergisi, 8(39), 861-874.
• Gretzel, U., & Yoo, K.-H. (2008). Use and Impact of Online Travel Reviews. Information and Communication Technologies in Tourism (s. 35-46). Veinna, Austria: Springer.
• Gustafsson, A., Johnson, M., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing, 69, 210-218.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. Edinburgh Gate/Harlow, United Kingdom: Pearson.
• Hajli, M. N. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting and Social Change, 87, 17-27.
• Hajli, N., Sims, J., Zadeh, A. H., & Richard, M.-O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133-141.
• Hargittai, E., & Shafer, S. (2006). Differences in Actual and Perceived Online Skills: The Role of Gender. Social Science Quarterly, 87(2), 432-448.
• Hsu, C.-L., & Lin, J. C.-C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45(1), 65-74.
• Hsu, M. H., Ju, T. L., Yen, C.-H., & Chang, C.-M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human-Computer Studies, 65(2), 153-169.
• Huang, J., & Hsu, C. H. (2009). The Impact of Customer-to-Customer Interaction on Cruise Experience and Vacation Satisfaction. Journal of Travel Research, 49(1), 79–92.
• Huang, Y., Basu, C., & Hsu, M. K. (2019). Exploring Motivations of Travel Knowledge Sharing on Social Network Sites: An Empirical Investigation of U.S. College Students. Journal of Hospitality Marketing & Management, 19(7), 717-734.
• Jacobsen, J. K. (2000). Anti-tourist attitudes: Mediterranean charter tourism. Annals of Tourism Research, 27(2), 284-300.
• Jaiswal, A. K., Niraj, R., & Venugopal, P. (2010). Context-general and Context-specific Determinants of Online Satisfaction and Loyalty for Commerce and Content Sites. Journal of Interactive Marketing, 24(3), 222-238.
• Jinyang, L. (2015). Knowledge Sharing in Virtual Communities: A Social Exchange Theory Perspective. Journal of Industrial Engineering and Management, 8(1), 170-183.
• Jöreskog, K., & Sörbom, D. (1998). LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language. United States of America: Scientific Software International.
• Kankanhalli, A., Tan, B. C., & Wei, K.-K. (2005). Contributing knowledge to electronic knowledge repositories : An empirical investigation. MIS Quarterly: Management Information Systems, 29(1), 113-143.
• Kim, J. (., & Tussyadiah, I. P. (2013). Social Networking and Social Support in Tourism Experience: The Moderating Role of Online Self-Presentation Strategies. Journal of Travel & Tourism Marketing, 30(1-2), 78-92.
• Kim, J. (., Fesenmaier, D. R., & Johnson, S. L. (2013). The Effect of Feedback within Social Media in Tourism Experiences. Design, User Experience, and Usability. Web, Mobile, and Product Design (s. 212-220). Berlin: Springer.
• Kline, P. (1993). An Easy Guide to Factor Analysis. London: Routledge.
• Lai, H.-M., & Chen, T. T. (2014). Knowledge sharing in interest online communities: A comparison of posters and lurkers. Computers in Human Behavior, 35, 295-306.
• Lakey, B., & Cohen, S. (2000). Social support measurement and intervention: A guide for health and social scientists. S. Cohen, L. G. Underwood, & B. H. Gott içinde, Social Support Theory and Measurement (s. 29-52). New York, NY, US: Oxford University Press.
• Laurenceau, J.-P., Barrett, L. F., & Pietromonaco, P. R. (1998). Intimacy as an Interpersonal Process: the Importance of Self-Disclosure, Partner Disclosure, and Perceived Partner Responsiveness in Interpersonal Exchanges. Journal of Personality and Social Psychology, 74(5), 1238-1251.
• Liang, T.-P., Ho, Y.-T., Li, Y.-W., & Turban, E. (2011). What Drives Social Commerce: The Role of Social Support and Relationship. International Journal of Electronic Commerce, 16(2), 69-90.
• Luo, Q., & Zhong, D. (2015). Using Social Network Analysis To Explain Communication Characteristics Of Travel-Related Electronic Word-Of-Mouth On Social Networking Sites. Tourism Management, 46, 274-282.
• Ma, W. W., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51-58.
• Maier, C., Laumer, S., Eckhardt, A., & Weitze, T. (2015). Giving too much social support: social overload on social networking sites. European Journal of Information Systems, 24(5), 447–464.
• Major, D. A., Kozlowski, S. W., Chao, G. T., & Gardner, P. D. (1995). A Longitudinal Investigation of Newcomer Expectations, Early Socialization Outcomes, and the Moderating Effects of Role Development Factors. Journal of Applied Psychology, 80(3), 418-431.
• Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet Users’ Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, 15(4), 336-355.
• Maslow, A. H. (1943). A theory of human motivation. Psychological Review, 50(4), 370–396.
• Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relations. Journal of Marketing, 57(1), 81-101.
• Morgan, R. M., & Hunt, S. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
• Munar, A. M., & Jacobsen, J. K. (2013). Trust and Involvement in Tourism Social Media and Web-Based Travel Information Sources. Scandinavian Journal of Hospitality and Tourism, 13(1), 1–19.
• Munar, A. M., & Jacobsen, J. K. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
• Munar, A. M., & Ooi, C.-S. (2012). The Truth Of The Crowds: Social Media And The Heritage Experience. L. Smith, E. Waterton, & S. Watson içinde, The Cultural Moment in Tourism (Advances in Tourism) (s. 255-273). New York: Routledge.
• Nunnally, J., & Bernstein, I. (1994). Psychometric theory. New York: McGraw-Hill.
• Obst, P. L., & Stafurik, J. (2010). Online We are All Able Bodied: Online Psychological Sense of Community and Social Support Found Through Membership of Disability-specific Websites Promotes Well-being for People Living with a Physical Disability. Journal of Community & Applied Social Psychology, 20(6), 525-531.
• Oh, H. J., Ozkaya, E., & LaRos, R. (2014). How does online social networking enhance life satisfaction? The relationships among online supportive interaction, affect, perceived social support, sense of community, and life satisfaction. Computers in Human Behavior, 30, 69-78.
• Özbay, Y., Palancı, M., Kandemir, M., & Çakır, O. (2012). Üniversite Öğrencilerinin Öznel İyi Oluşlarının Duygusal Düzenleme, Mizah, Sosyal Öz-Yeterlik Ve Başaçıkma Davranışları İle Yordanması. Türk Eğitim Bilimleri Dergisi, 10(2), 325 -345.
• Palmatier, R., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis. SSRN Electronic Journal, 70(4), 136-153.
• Pan, B., Maclaurin, T., & Crotts, J. C. (2007). Travel Blogs and the Implications for Destination Marketing. Journal of Travel Research, 46(1), 35–45.
• Pentina, I., Gammoh, B. S., Zhang, L., & Mallin, M. (2013). Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks. International Journal of Electronic Commerce, 17(3), 63-86.
• Podsakoff, P. M., & Organ, D. W. (1986). Self-Reports in Organizational Research: Problems and Prospects. Journal of Management, 12(4), 531–544.
• Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903.
• Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665.
• Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
• Shumaker, S. A., & Brownell, A. (2010). Toward a Theory of Social Support: Closing Conceptual Gaps. Journal of Social Issues, 40(4), 11 - 36.
• Sigmund, F. (2017). Kitle Psikolojisi. (K. Şipal, Çev.) İstanbul: Say Yayınları.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş - Temel İlkeler ve LISREL Uygulamaları (1. Baskı). Ankara: Ekinoks Yayınları.
• Stanley, W., & Faust, K. (1994). Networks, Relations and Structure. W. Stanley, & K. Faust içinde, Social Network Analysis: Methods and Applications (s. 1-27). Cambridge, United Kingdom: Cambridge University Press.
• Styvén, M. E., & Foster, T. (2017). Who Am I If You Can’t See Me? The “Self” Of Young Travellers As Driver Of eWOM In Social Media. Journal of Tourism Futures, 4(1), 80-92.
• Sun, N., Rau, P. P.-L., & Ma, L. (2014). Understanding lurkers in online communities: A literature review. Computers in Human Behavior, 38, 110-117.
• Taylor, S., Sherman, D. K., Kim, H. S., Jarcho, J. M., Takagi, K., & Dunagan, M. (2004). Culture and Social Support: Who Seeks It and Why? Journal of Personality and Social Psychology, 87(3), 354-362.
• Tussyadiah, I., & Fesenmaier, D. (2009). Mediating Tourist Experiences: Access to Places via Shared Videos. Annals of Tourism Research, 36(1), 24-40.
• Wang, D., Park, S., & Fesenmaier, D. R. (2011). The Role of Smartphones in Mediating the Touristic Experience. Journal of Travel Research, 51(4), 371–387.
• Wang, X., Li, X., Li, Q., & Peng, L. (2014). Intention of Sharing Travel Experiences on Social Media:Motivations and the Moderating Effects of Face Orientation. Proceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, . Auckland, New Zealand: ACIS.
• Wang, Y., Yu, Q., & Fesenmaier, D. R. (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing. Tourism Management, 23(4), 407-417.
• Wilcox, S., Castro, C. M., & King, A. C. (2006). Outcome Expectations and Physical Activity Participation in Two Samples of Older Women. Journal of Health Psychology, 11(1), 65-77.
• Wulf, K. D., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50.
• Xiang, Z., & Gretzel, U. (2010). Role of Social Media in Online Travel Information Search. Tourism Management, 31(2), 179-188.
• Yoo, K. H., & Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283-295.
• Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223.