Which One Should I Trust? Social Media Influencer or Travel Agency? Stimulus-Organism-Response Theory

Yıl 2022, , 2913 - 2941, 30.09.2022

İlker Kılıç , Cihan Seçilmiş

https://doi.org/10.29023/alanyaakademik.1129102

Cited By: 1

Öz

Social media has become one of the major marketing tools recently. Travel agencies are using social media effectively, especially in the marketing of tourist products, and tourism businesses are establishing new partnerships with social media phenomena. This study intended to respond to the question “Do tourists trust a travel agency or a social media phenomenon?" within the framework of the model built on the Stimulus-Organism-Response (SOR) theory. The research universe consists of 286 participants following at least one social media account of a travel agency or social media phenomenon in Turkey. It was found in the study that the search for information through a travel agency and a travel phenomenon positively affects the trust and travel intentions developed towards the agency and the phenomenon. In addition, while the trust developed towards the agency positively affected the travel intention; the sense of trust developed towards the travel phenomenon was found to have no significant effect on the travel intention.

Anahtar Kelimeler

Social Media Marketing, Travel Fhenoman, Travel Agency, Travel Intention, Stimulus-Organism-Response Theory

Hangisine Güvenirim? Sosyal Medya Influencer’ları mı Seyahat Acentaları mı? Uyaran-Süreç-Tepki (Stimulus-Organism-Response) Teorisi

Öz

Son yıllarda sosyal medya temel pazarlama araçlarından biri haline gelmiştir. Özellikle turistik ürünlerin pazarlanmasında seyahat acentaları sosyal medyayı etkin bir şekilde kullanmakta ayrıca turizm işletmeleri de sosyal medya fenomenleri ile ortaklıklar kurmaktadır. Araştırmada “Turistler seyahat acentasına mı yoksa sosyal medya fenomenine mi güvenir?” sorusunun Uyaran-Süreç-Tepki (UST) teorisi üzerine inşa edilmiş model kapsamında cevaplanması amaçlanmıştır. Araştırmanın örneklemi, Türkiye'de en az bir seyahat acentası ve seyahat fenomeninin sosyal medya hesabını takip eden 286 katılımcıdan oluşmaktadır. Araştırma sonuçlarına göre, seyahat acentası ve seyahat fenomeni aracığıyla bilgi aramanın, acentaya ve fenomene karşı geliştirilen güveni ve seyahat niyetlerini olumlu yönde etkilediği belirlenmiştir. Ek olarak acentaya karşı geliştirlen güven seyahat niyetini olumlu yönde etkilerken seyahat fenomenine karşı geliştirilen güven duygusunun seyahat niyeti üzerinde anlamlı bir etkisi tespit edilememiştir.

Anahtar Kelimeler

Sosyal Medya Pazarlaması, Seyahat Fenomenleri, Seyahat Acentaları, Seyahat Niyeti, Uyaran-Süreç-Tepki Teorisi

Kaynakça

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