Z Kuşağının Seyahat Niyetinde Sosyal Medyanın Etkisi: Güvenin Aracı Rolü

Yıl 2024, Cilt: 21 Sayı: 3, 557 - 575

Gizem Çapar , Mustafa Kılınç , Ayla Ersan

https://doi.org/10.24010/soid.1487602

Öz

Araştırmada Z kuşağının sosyal medya paylaşımlarına verdiği önemin güven eğilimi aracılığıyla seyahat niyeti üzerindeki etkisini incelemek amaçlanmıştır. Bu amaçla nicel yöntem ve ilişkisel tarama deseni benimsenmiştir. Veriler anket yöntemi kullanılarak 18-27 yaş aralığındaki üniversite öğrencilerinden kolayda örnekleme yoluyla toplanmış ve kullanılır 434 anket elde edilmiştir. Yapısal eşitlik modellemesi ve aracılık analizi sonuçlarına göre Z kuşağı bireylerinin seyahat niyetinde sosyal medya paylaşımlarına verilen önem ve güven eğiliminin olumlu ve anlamlı etkisi tespit edilmiştir. Ayrıca sosyal medya paylaşımlarına verilen önemin seyahat niyeti üzerindeki etkisinde güven eğiliminin aracı rolü olduğu ortaya çıkmıştır.

Anahtar Kelimeler

sosyal medya, güven, z kuşağı, Seyahat niyeti

Etik Beyan

İskenderun Teknik Üniversitesi Bilimsel Araştırma ve Yayın Etiği Kurulu Tarih: 30.11.2022 Karar no: 9 Toplantı no:10

The Impact of Social Media on Gen Z’s Intention to Travel: The Mediating Role of Trust

Öz

The present study aims to examine the impact of the importance young individuals attached to social media posts on the intention to travel through trust tendency. For this purpose, the quantitative method and relational survey design were adopted. Using the questionnaire, 434 data were obtained from university students aged 18-27 through convenience sampling. Results of structural equation modelling and mediation analysis revealed that the importance attached to social media posts and trust tendency significantly influence Generation Z's intention to travel. In addition, the trust tendency mediates the relationship between the importance attached to social media posts and the intention to travel.

Anahtar Kelimeler

Social Media, Intention to Travel, Trust, Generation Z

Kaynakça

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