Sosyal Medya Aracılığıyla Turizm Deneyimi Paylaşma Motivasyonunu Etkileyen Faktörlerin İncelenmesi

Öz

Günümüzde milyonlarca insan, internetin ilişkisel bileşenlerine katılmak için sosyal ağ hizmetlerini kullanmaktadır. Sosyal alışveriş olarak bilinen deneyim paylaşımı da bu ağların önemli bir bölümünü oluşturmaktadır. Turistler aktif birer sosyal ağ katılımcısı olarak, kendi oluşturdukları içerikleri diğer kullanıcılara paylaşmakta ve deneyimlerini şekillendirmektedir. Bu çalışmanın amacı, sosyal medya aracılığıyla turizm deneyimi paylaşma motivasyonunu etkileyen faktörlerin incelenmesidir. Araştırmada veriler, 2019 Temmuz ve Ağustos aylarında Antalya ilinde turizm deneyimi yaşamış 501 yerli ziyaretçiden Antalya Uluslararası Havalimanı'ndan ayrılışları sırasında, kolayda örnekleme yöntemiyle toplanmıştır. İlişki analizleri ile araştırma hipotezleri test edilmiş ve sonuçlar ilişkisel pazarlama kuramı ve sosyal destek kuramı bakış açısı ile tartışılmış ve yorumlanmıştır. İlişki kalitesi ve sosyal desteğin deneyim paylaşım motivasyonunu pozitif yönde etkilediği ve göreceli olarak bu ilişkide ilişki kalitesi etkisinin daha güçlü olduğu saptanmıştır. Çalışma sonuçlarının alanda yer alan araştırmacı ve uygulamacılara faydalar sağlayacağı ümit edilmektedir.

Anahtar Kelimeler

• Sosyal medya
• turizm deneyimi
• paylaşım motivasyonu
• sosyal destek
• ilişki kalitesi

Investigation of Factors Affecting the Motivation to Share Tourism Experience Through Social Media

Öz

Today, millions of people use social networking services to participate in the relational components of the internet. Experience sharing, known as social shopping, also constitutes an important part of these networks. As active social network participants, tourists share their own content with other users and shape their experiences. The aim of this study is to examine the factors affecting the motivation to share tourism experiences through social media. In the research, data were collected by convenience sampling method from 501 domestic visitors who had tourism experience in Antalya in July and August 2019, during their departure from Antalya International Airport. Relationship analysis and research hypotheses were tested and the results were discussed and interpreted from the perspective of relationship marketing theory and social support theory. It has been determined that the relationship quality and social support positively affect the motivation to share experience, and the relationship quality effect is relatively stronger in this relationship. It is hoped that the results of the study will provide benefits to researchers and practitioners in the field.

Anahtar Kelimeler

• Social media
• tourism experience
• motivation to share
• social support
• relationship quality

Kaynakça

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