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ÇEVRİMİÇİ SOSYAL AĞLARIN KONAKLAMA TERCİHLERİ ÜZERİNE ETKİLERİ: TÜRKİYE ÖRNEĞİ

Yıl 2020, Cilt: 11 Sayı: 1, 99 - 115, 31.01.2020
https://doi.org/10.18354/esam.605178

Öz

Çevrimiçi sosyal ağlar,
bireylerin tercihlerini şekillendirerek sektörleri doğrudan etkilerler. Bu
bağlamda, sosyal medyanın günümüzde bir pazarlama aracı olarak görülüyor olması
bir tesadüf değildir. Bu çalışma, çevrimiçi sosyal ağların turistlerin
konaklama tercihleri üzerine etkilerini ülke bazlı bir analiz ile araştırmayı
amaçlamaktadır. Bu amaç doğrultusunda çalışmada, 497 katılımcıdan oluşan geniş
bir örnekleme dair anket uygulaması sonuçlarına yer verilmektedir. Anket
sonucunda elde edilen veriler frekans dağılımları, Tek Yönlü ANOVA Testi,
Tamhane t Testi ve Pearson Korelasyon Analizi kullanılarak analiz edilmektedir.
Temel bulgular, Türk turistlerin çevrimiçi sosyal ağları sıklıkla
kullandıklarını, tecrübelerini bu ağlarda paylaşma eğiliminde olduklarını ve
ayrıca araştırma ve paylaşım tutumlarında eğitime göre farklılıkların söz
konusu olduğunu işaret etmektedir. Bu çalışma, Türkiye’den geniş bir örnekleme
dair veriler ile elde edilmiş detaylı bulgular sunarak ilgili literature katkı
yapmayı hedeflemektedir. 

Kaynakça

  • Atadil, H. A., Berezina, K. & Yılmaz, B. S. (2010). An analysis of the usage of Facebook and Twitter as a marketing tool in hotels. İşletme Fakültesi Dergisi, 11(2), 119 – 125.
  • Aymankuy, Y., Soydaş, M. E. & Saçlı, Ç. (2013). Sosyal medya kullanımının turistlerin tatil kararlarına etkisi: akademik personel üzerine bir uygulama. International Journal of Human Sciences, 10(1), 377 – 397.
  • Cenamor, I., de la Rosa, T., Nunez, S. & Borrajo, D. (2017). Planning for tourism routes using social networks. Expert Systems with Applications, 69, 1 – 9.
  • Cetinsoz, B. C. & Akdag, G. (2015). Yerli turistlerin tatil sürecinde sosyal medya kullanımı ve tatil kararlarına etkisi. 1. Euroasia International Tourism Congress: Current Issues, Trends and Indicators, 649 – 662.
  • Cox, C., Burgess, S., Sellitto, C. & Buultjens, J. (2009). The role of user-generated content in tourists’ travel planning behavior. Journal of Hospitality Marketing & Management, 18, 743 – 764.
  • Dickinson, J. E., Filimonau, V., Hibbert, J. F., Cherrett, T., Davies, N., Norgate, S., Speed, C. & Winstanley, C. (2017). Tourism communities and social ties: the role of online and offline tourist social networks in building social capital and sustainable practice. Journal of Sustainable Tourism, 25(2), 163 – 180.
  • Erol, G. & Hassan, A. (2014). Gençlerin sosyal medya kullanımı ve sosyal medya kullanımının tatil tercihlerine etkisi. Journal of International Social Research, 7(31), 804 – 812.
  • Esitti, S. & Isik, M. (2015). Sosyal medyanın yabancı turistlerin Türkiye’yi tatil destinasyonu olarak tercih etmelerine etkisi. Dergi Karadeniz, 27, 11 – 30.
  • Fotis, J., Buhalis, D. & Rossides, N. (2012). Social media use and impact during the holiday travel planning process, M. Fuchs, F. Ricci & L. Can (Ed.), in Information and Communication Technologies in Tourism 2012 (p. 13-24). Vienna: Springer.
  • Hays, S., Page, S. J. & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211 – 239.
  • Holden, A. (2006). Tourism studies and the social sciences. Routledge, London & New York.
  • Jafari, J. (1977). Editor’s page. Annals of Tourism Research, 1(1).
  • Kwon, J. M., Bae, J.I. & Phelan, K. (2011). Online consumer herding behaviors in the hotel industry. 16th Graduate Students Research Conference, Houston, Texas.
  • Lo, I. S., McKercher, B., Lo, A., Cheung, C. & Law, R. (2011). Tourism and online photography. Tourism Management, 32, 725 – 731.
  • Monaco, S. (2018). Tourism and the new generations: emerging trends and social implications in Italy. Journal of Tourism Futures, 4(1), 7 – 15.
  • Newbold, P., Carlson, W. L. & Thorne, B. M. (2013). Statistics for Business and Economics. 8th Edition, USA: Pearson.
  • Nusair, K. K., Bilgihan, A. & Okumus, F. (2013). The role of online social network travel websites in creating social interaction for gen y travelers. International Journal of Tourism Research, 15, 458 – 472. Radcliffe-Brown, A.R. (1940). On social structure. The Journal of the Royal Anthropological Institute of Great Britain and Ireland, 70(1), 1-12.
  • Scott, J. (2000). Social network analysis: a handbook. Retrieved from http://books.google.com
  • Sungur, O. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri. S. Kalayci (Ed.). 5th Edition, Ankara: Asil Publication, 116 – 125.
  • Turkcan, B. (2017). Yerli turistlerin turistik konaklama tesisi tercihlerinde internet temelli sosyal ağların rolü: İzmir örneği. Ege Stratejik Araştırmalar Dergisi, 8(1), 39 – 59.
  • Turkish Republic Culture and Tourism Ministry. (2018). Tourism statistics – overall assessment. Retrieved from http://yigm.kultur.gov.tr
  • TSI. (2018). Tourism statistics. Retrieved from http://www.tsi.gov.tr
  • Wasserman, S. & Faust, K. (1994). Social network analysis: methods and applications. Cambridge University Press, New York.
  • WTTC. (2018). Travel & tourism economic impact 2018 Turkey. Retrieved from https://www.wttc.org/economic-impact/country-analysis/country-reports
  • Xie, H., Miao, L., Kuo, P. & Lee, B. (2011). Consumers’ responses to ambivalent online hotel reviews: the role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30, 178–183.

THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY

Yıl 2020, Cilt: 11 Sayı: 1, 99 - 115, 31.01.2020
https://doi.org/10.18354/esam.605178

Öz

Online social networks directly influence the sectors
by shaping the preferences of individuals. In this respect, it is not a
coincidence that social media is seen as a digital marketing tool today. In
this context, this study aims to examine the impacts of online social networks
on accommodation preferences of tourists with a country case analysis. In
accordance with this purpose, a questionnaire has been conducted with a large
sample of 497 respondents. Data has been analysed using the frequency
distributions, One-Way ANOVA Test, Tamhane t Test and Pearson Correlation
Analysis. The main findings indicate that Turkish tourists use online social
networks frequently, they intend to share their experiences and also there are
differences in research and sharing attitudes as to education level. This study
intends to make a contribution to the related literature by providing detailed
evidences with a large sample from Turkey. 

Kaynakça

  • Atadil, H. A., Berezina, K. & Yılmaz, B. S. (2010). An analysis of the usage of Facebook and Twitter as a marketing tool in hotels. İşletme Fakültesi Dergisi, 11(2), 119 – 125.
  • Aymankuy, Y., Soydaş, M. E. & Saçlı, Ç. (2013). Sosyal medya kullanımının turistlerin tatil kararlarına etkisi: akademik personel üzerine bir uygulama. International Journal of Human Sciences, 10(1), 377 – 397.
  • Cenamor, I., de la Rosa, T., Nunez, S. & Borrajo, D. (2017). Planning for tourism routes using social networks. Expert Systems with Applications, 69, 1 – 9.
  • Cetinsoz, B. C. & Akdag, G. (2015). Yerli turistlerin tatil sürecinde sosyal medya kullanımı ve tatil kararlarına etkisi. 1. Euroasia International Tourism Congress: Current Issues, Trends and Indicators, 649 – 662.
  • Cox, C., Burgess, S., Sellitto, C. & Buultjens, J. (2009). The role of user-generated content in tourists’ travel planning behavior. Journal of Hospitality Marketing & Management, 18, 743 – 764.
  • Dickinson, J. E., Filimonau, V., Hibbert, J. F., Cherrett, T., Davies, N., Norgate, S., Speed, C. & Winstanley, C. (2017). Tourism communities and social ties: the role of online and offline tourist social networks in building social capital and sustainable practice. Journal of Sustainable Tourism, 25(2), 163 – 180.
  • Erol, G. & Hassan, A. (2014). Gençlerin sosyal medya kullanımı ve sosyal medya kullanımının tatil tercihlerine etkisi. Journal of International Social Research, 7(31), 804 – 812.
  • Esitti, S. & Isik, M. (2015). Sosyal medyanın yabancı turistlerin Türkiye’yi tatil destinasyonu olarak tercih etmelerine etkisi. Dergi Karadeniz, 27, 11 – 30.
  • Fotis, J., Buhalis, D. & Rossides, N. (2012). Social media use and impact during the holiday travel planning process, M. Fuchs, F. Ricci & L. Can (Ed.), in Information and Communication Technologies in Tourism 2012 (p. 13-24). Vienna: Springer.
  • Hays, S., Page, S. J. & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), 211 – 239.
  • Holden, A. (2006). Tourism studies and the social sciences. Routledge, London & New York.
  • Jafari, J. (1977). Editor’s page. Annals of Tourism Research, 1(1).
  • Kwon, J. M., Bae, J.I. & Phelan, K. (2011). Online consumer herding behaviors in the hotel industry. 16th Graduate Students Research Conference, Houston, Texas.
  • Lo, I. S., McKercher, B., Lo, A., Cheung, C. & Law, R. (2011). Tourism and online photography. Tourism Management, 32, 725 – 731.
  • Monaco, S. (2018). Tourism and the new generations: emerging trends and social implications in Italy. Journal of Tourism Futures, 4(1), 7 – 15.
  • Newbold, P., Carlson, W. L. & Thorne, B. M. (2013). Statistics for Business and Economics. 8th Edition, USA: Pearson.
  • Nusair, K. K., Bilgihan, A. & Okumus, F. (2013). The role of online social network travel websites in creating social interaction for gen y travelers. International Journal of Tourism Research, 15, 458 – 472. Radcliffe-Brown, A.R. (1940). On social structure. The Journal of the Royal Anthropological Institute of Great Britain and Ireland, 70(1), 1-12.
  • Scott, J. (2000). Social network analysis: a handbook. Retrieved from http://books.google.com
  • Sungur, O. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri. S. Kalayci (Ed.). 5th Edition, Ankara: Asil Publication, 116 – 125.
  • Turkcan, B. (2017). Yerli turistlerin turistik konaklama tesisi tercihlerinde internet temelli sosyal ağların rolü: İzmir örneği. Ege Stratejik Araştırmalar Dergisi, 8(1), 39 – 59.
  • Turkish Republic Culture and Tourism Ministry. (2018). Tourism statistics – overall assessment. Retrieved from http://yigm.kultur.gov.tr
  • TSI. (2018). Tourism statistics. Retrieved from http://www.tsi.gov.tr
  • Wasserman, S. & Faust, K. (1994). Social network analysis: methods and applications. Cambridge University Press, New York.
  • WTTC. (2018). Travel & tourism economic impact 2018 Turkey. Retrieved from https://www.wttc.org/economic-impact/country-analysis/country-reports
  • Xie, H., Miao, L., Kuo, P. & Lee, B. (2011). Consumers’ responses to ambivalent online hotel reviews: the role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30, 178–183.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Burcu Türkcan 0000-0002-7494-5897

Yayımlanma Tarihi 31 Ocak 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 11 Sayı: 1

Kaynak Göster

APA Türkcan, B. (2020). THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY. Ege Stratejik Araştırmalar Dergisi, 11(1), 99-115. https://doi.org/10.18354/esam.605178
AMA Türkcan B. THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY. ESAM. Ocak 2020;11(1):99-115. doi:10.18354/esam.605178
Chicago Türkcan, Burcu. “THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY”. Ege Stratejik Araştırmalar Dergisi 11, sy. 1 (Ocak 2020): 99-115. https://doi.org/10.18354/esam.605178.
EndNote Türkcan B (01 Ocak 2020) THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY. Ege Stratejik Araştırmalar Dergisi 11 1 99–115.
IEEE B. Türkcan, “THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY”, ESAM, c. 11, sy. 1, ss. 99–115, 2020, doi: 10.18354/esam.605178.
ISNAD Türkcan, Burcu. “THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY”. Ege Stratejik Araştırmalar Dergisi 11/1 (Ocak 2020), 99-115. https://doi.org/10.18354/esam.605178.
JAMA Türkcan B. THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY. ESAM. 2020;11:99–115.
MLA Türkcan, Burcu. “THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY”. Ege Stratejik Araştırmalar Dergisi, c. 11, sy. 1, 2020, ss. 99-115, doi:10.18354/esam.605178.
Vancouver Türkcan B. THE IMPACTS OF ONLINE SOCIAL NETWORKS ON ACCOMMODATION PREFERENCES: THE CASE OF TURKEY. ESAM. 2020;11(1):99-115.