How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs

Emre Yaşar; Fatma Doğanay Ergen; Ersin Arıkan

doi:10.24288/jttr.1968044

How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs

Abstract

This study investigates how destination attractiveness influences destination choice by examining the mediating role of tour programs and the moderating role of social media sharing within the Stimulus–Organism–Response (S–O–R) framework. Data were collected through a survey of 452 domestic and international tourists visiting Cappadocia and analyzed using structural equation modeling and PROCESS macro. The findings indicate that destination attractiveness, tour programs, and social media sharing each positively affect destination choice. Tour programs partially mediate the relationship between destination attractiveness and destination choice, while social media sharing strengthens the effect of destination attractiveness on tour programs but does not moderate the relationship between tour programs and destination choice. The study extends the S–O–R framework by integrating tour programs and social media sharing into destination choice processes and offers practical implications for destination managers, tour operators, and tourism marketers.

Keywords

References

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Details

Primary Language

English

Subjects

Tourist Behaviour and Visitor Experience

Journal Section

Research Article

Authors

Emre Yaşar ^*
0000-0003-1573-0930
Türkiye

Fatma Doğanay Ergen
0000-0002-2818-8944
Türkiye

Ersin Arıkan
0000-0002-6171-1813
Türkiye

Early Pub Date

August 24, 2026

Publication Date

-

Submission Date

June 10, 2026

Acceptance Date

July 31, 2026

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.24288/jttr.1968044

IZ

https://izlik.org/JA78TR75EU

Cite

RIS / Bibtex

APA

Yaşar, E., Ergen, F. D., & Arıkan, E. (2026). How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs. Journal of Tourism Theory and Research, Advanced Online Publication, 112-125. https://doi.org/10.24288/jttr.1968044

AMA

1.Yaşar E, Ergen FD, Arıkan E. How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs. Journal of Tourism Theory and Research. 2026;(Advanced Online Publication):112-125. doi:10.24288/jttr.1968044

Chicago

Yaşar, Emre, Fatma Doğanay Ergen, and Ersin Arıkan. 2026. “How Social Media Sharing Shapes Destination Choice: The Roles of Destination Attractiveness and Tour Programs”. Journal of Tourism Theory and Research, no. Advanced Online Publication: 112-25. https://doi.org/10.24288/jttr.1968044.

EndNote

Yaşar E, Ergen FD, Arıkan E (August 1, 2026) How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs. Journal of Tourism Theory and Research Advanced Online Publication 112–125.

IEEE

[1]E. Yaşar, F. D. Ergen, and E. Arıkan, “How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs”, Journal of Tourism Theory and Research, no. Advanced Online Publication, pp. 112–125, Aug. 2026, doi: 10.24288/jttr.1968044.

ISNAD

Yaşar, Emre - Ergen, Fatma Doğanay - Arıkan, Ersin. “How Social Media Sharing Shapes Destination Choice: The Roles of Destination Attractiveness and Tour Programs”. Journal of Tourism Theory and Research. Advanced Online Publication (August 1, 2026): 112-125. https://doi.org/10.24288/jttr.1968044.

JAMA

1.Yaşar E, Ergen FD, Arıkan E. How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs. Journal of Tourism Theory and Research. 2026;:112–125.

MLA

Yaşar, Emre, et al. “How Social Media Sharing Shapes Destination Choice: The Roles of Destination Attractiveness and Tour Programs”. Journal of Tourism Theory and Research, no. Advanced Online Publication, Aug. 2026, pp. 112-25, doi:10.24288/jttr.1968044.

Vancouver

1.Emre Yaşar, Fatma Doğanay Ergen, Ersin Arıkan. How social media sharing shapes destination choice: The roles of destination attractiveness and tour programs. Journal of Tourism Theory and Research. 2026 Aug. 1;(Advanced Online Publication):112-25. doi:10.24288/jttr.1968044