A Panoramic Review on Social Media Research in Tourism

Öz

Social media has become very important for tourism stakeholders with the development of information and communication technologies. In this study, it is aimed to examine the conceptual, social and intellectual structure as well as the general descriptive structure of social media research in the tourism literature. For this purpose, 1289 research articles were downloaded from the WoS database and bibliometric analyses were conducted to the data set by using the R statistics program. When the research findings are examined, it is seen that the average number of citations is high, although the average age of publication is relatively young, effective authors and journals vary according to different metrics, effective authors in the collaboration network such as Rob Law are at the forefront of all other metrics, and social media platforms offer important opportunities for both practitioners and researchers. Furthermore, geographical proximity and language unions are effective in country collaborations. It has been determined that there are references to current research such as social media even from the 1980s. It is thought that the research findings will guide researchers who want to conduct research on social media in tourism and tourism stakeholders who will use social media.

Anahtar Kelimeler

• Tourism
• Social Media
• Bibliometric Analysis
• Scientific Mapping

Turizmde Sosyal Medya Araştırmalarına Panoramik Bir İnceleme

Öz

Bilgi ve iletişim teknolojilerinin gelişmesiyle birlikte sosyal medya turizm paydaşları için oldukça önemli bir konuma gelmiştir. Bu çalışmada turizm alanyazınındaki sosyal medya araştırmalarının genel betimsel yapısının yanı sıra, kavramsal, sosyal ve entelektüel yapısının incelenmesi amaçlanmaktadır. Bu amaç doğrultusunda WoS (Web of Science) veri tabanından 1289 araştırma makalesi indirilmiş ve veri seti kullanılarak R istatistik programında bibliyometrik analizler gerçekleştirilmiştir. Araştırma bulguları incelendiğinde, ortalama yayın yaşının görece genç olmasına rağmen ortalama atıf sayılarının yüksek olduğu, etkili yazarların ve dergilerin farklı metriklere göre değişkenlik gösterdiği, Rob Law gibi iş birliği ağında etkin yazarların diğer tüm metriklerde ön planda olduğu ve sosyal medya platformlarının hem uygulayıcılar hem de araştırmacılar için önemli fırsatlar sunduğu görülmüştür. Ayrıca ülke iş birliklerinde coğrafi yakınlık ve dil birliklerinin etkisi hissedilmektedir. Sosyal medya gibi güncel bir araştırma konusunda 1980’li yıllardan bile atıflar yapıldığı tespit edilmiştir. Araştırma bulgularının turizmde sosyal medya araştırmaları yapmak isteyen araştırmacılara ve sosyal medya uygulamalarını kullanacak turizm paydaşlarına ışık tutacağı düşünülmektedir.

Anahtar Kelimeler

• Turizm
• Sosyal Medya
• Bibliyometrik Analiz
• Bilimsel Haritalama

Kaynakça

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