SOSYAL MEDYA KULLANIMI VE KENDİNİ TANITMANIN SEYAHAT FOTOĞRAFI PAYLAŞMAYA ETKİSİ

Öz

Turizm, insanların birbirleriyle iletişim kurmalarını sağlayan sosyal bir faaliyettir. Teknolojinin ve iletişim araçlarının gelişmesiyle iletişim kurma şekli de değişmiştir. Özellikle akıllı teknolojilerin ortaya çıkması sosyal medya platformlarının gelişmesine ve insanların turizm faaliyetlerini anlık paylaşmalarına olanak sağlamıştır. Bu kapsamda çalışmanın amacı, sosyal medya kullanımı ve kendini tanıtmanın seyahat fotoğrafı paylaşmaya etkisini incelemektir. Çalışma kapsamında 339 kişiden çevrim içi anket tekniği ile veriler elde edilmiştir. Verilerin analizinde yapısal eşitlik modellemesi kapsamında doğrulayıcı faktör analizi ve yol analizi yapılmıştır. Analizler sonucunda sosyal medya kullanımının kendini tanıtma ve seyahat fotoğrafı paylaşma; kendini tanıtmanın da seyahat fotoğrafı tanıtma üzerinde pozitif bir etkisi olduğu tespit edilmiştir. Elde edilen sonuçlar doğrultusunda turizm sektörü için eyleme geçirilebilir stratejiler geliştirmek için çeşitli önerilerde bulunulmuştur.

Anahtar Kelimeler

• Seyahat
• Fotoğraf paylaşımı
• Sosyal medya
• Kendini tanıtma

THE EFFECT OF SOCIAL MEDIA USE AND SELF-PROMOTION ON TRAVEL PHOTO SHARING

Abstract

Tourism is a social activity that enables people to communicate with each other. With the development of technology and communication tools, the way of communicating has also changed. Especially the emergence of smart technologies has allowed the development of social media platforms and people to share their touristic activities instantly. In this context, the aim of the study is to examine the effect of social media use and selfpromotion on sharing travel photos. Within the scope of the study, data were obtained from 339 people by online survey technique. Confirmatory factor analysis and path analysis were used through the AMOS program in the analysis of the data. As a result of the analysis, selfpromotion of social media usage and according to the research results it has been determined that social media usage has a positive effect on selfpromotion and travel photo sharing and selfpromotion has a positive effect on travel photography promotion. In line with the results obtained, various suggestions have been made to develop actionable strategies for the tourism industry.

Keywords

• photo sharing
• travel
• social media
• self promotion

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