The Effect of “Travel Envy on Social Media” on Intention to Travel

Yıl 2022, , 41 - 52, 01.12.2022

Ferhat Şeker , Ahmet Erdem , Kamil Unur

https://doi.org/10.17123/atad.987543

Öz

While envy is defined as wanting to have done what someone else has done, or wishing to have what someone else has, travel envy can be defined as wishing to have made a trip that someone else has made. Travel envy on social media is the envy of a person as “I wish I could go too” when he sees travel, trip, vacation posts made by others on social media. 775 valid surveys were collected in the study, which investigated the effect of travel envy on the intention to travel on social media within the scope of structural equation modelling. As a result of the analysis, it was found that envy of travel posts on social media has a strong effect on the intention to travel. In the study, which social media usage patterns were also examined, it was observed that most of the participants spent 1-3 hours a day on social media, shared their vacation photos frequently on social media, used social media most to follow their friends, and the most commonly used social media application was Instagram. In addition, it was determined that travel envy on social media differed significantly according to gender, marital status, age and frequency of travel.

Anahtar Kelimeler

Social media, Travel envy, Intention to travel, Social comparison theory

Sosyal Medyada Seyahat İmrenişinin Seyahat Etme Niyetine Etkisi

Öz

İmrenme, başkasının yaptığını yapmış olmayı istemek ya da başkasının sahip olduğuna sahip olmayı dilemek olarak tanımlanırken, seyahate imrenme; başkasının yapmış olduğu bir seyahati yapmış olmayı arzu etmektir. Sosyal medyada seyahat imrenişi ise; bir kişinin başkaları tarafından sosyal medyada yapılan seyahat, gezi, tatil paylaşımlarını gördüğünde “keşke ben de gidebilmiş olsaydım” şeklinde imrenmesidir. Sosyal medyada seyahat imrenişinin seyahat etme niyetine etkisinin yapısal eşitlik modellemesi kapsamında araştırıldığı çalışmada 775 adet geçerli anket toplanmıştır. Gerçekleştirilen analiz sonucunda sosyal medyada görülen seyahat paylaşımlarına imrenmenin, seyahat etme niyeti üzerinde güçlü bir etkisinin olduğu tespit edilmiştir. Sosyal medya kullanım kalıplarının da incelendiği çalışmada katılımcıların çoğunun günde bir-üç saat sosyal medyada vakit geçirdikleri, tatil fotoğraflarını sık sık paylaştıkları, sosyal medyayı en çok arkadaşlarını takip etme amacıyla kullandıkları ve en sık kullanılan sosyal medya uygulamasının Instagram olduğu görülmüştür. Ayrıca cinsiyet, medeni durum, yaş ve seyahat etme sıklığına göre sosyal medyada seyahat imrenişinin anlamlı bir şekilde farklılaştığı belirlenmiştir.

Anahtar Kelimeler

Sosyal Medya, Seyahat İmrenimi, Seyahat Etme Niyeti, Sosyal Karşılaştırma Teorisi

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