Turist Gerçek Davranışında Sosyal Medyanın Rolünün İncelenmesi

Yıl 2022, Cilt: 11 Sayı: 2, 836 - 847, 28.04.2022

Şükran Karaca İbrahim Yemez

https://doi.org/10.33206/mjss.987553

Öz

Bu çalışmanın amacı, turist gerçek davranışında sosyal medyanın rolünün incelenmesidir. Çalışmada 18 adet beşli Likert tipinde bir anket kullanılmıştır. Çalışma kapsamında çevrimiçi anket tekniği ile 365 adet veri elde edilmiştir. Verilere SMARTPLS ile Doğrulayıcı Faktör Analizi ve Yol Analizi uygulanmıştır. Analiz sonucunda ilk olarak ölçeğin uyum, yakınsak ve ayrışma geçerliliğini sağladığı ve güvenilir bir ölçek olduğu görülmüştür. Yol Analizi sonucunda ise Sosyal Medya Kullanımının Davranışsal Niyeti yaklaşık %42 oranında pozitif etkilediği, Turist Davranışını ise yaklaşık %45 oranında pozitif etkilediği görülmüştür. Ancak Turizm Tanıtımının Davranışsal Niyet ve Turist Davranışı üzerinde bir etkisinin olmadığı görülmüştür. Yine Turist Bilgi Arayışının Davranışsal Niyeti yaklaşık %36 oranında ve pozitif etkilediği, Turist Gerçek Davranışını ise yaklaşık %37 oranında ve pozitif etkilediği görülmüştür. Son olarak Sosyal Medya Kullanımının, Turizm Tanıtımının ve Turist Bilgi Arayışının Davranışsal Niyeti yaklaşık %65 oranında pozitif ve anlamlı bir şekilde açıkladığı; Turist Gerçek Davranışını ise yaklaşık %71 oranından pozitif ve anlamlı bir şekilde açıkladığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

Turist Davranışı, Sosyal Medya, Davranışsal Niyet, PLS-SEM

Examining the Role of Social Media in Tourist Actual Behavior

Öz

The aim of this study is to examine the role of social media in tourist actual behavior. In the study, 18 five-point Likert type questionnaires were used. Within the scope of the study, 365 data were obtained with the online survey technique. Confirmatory Factor Analysis and Path Analysis were applied to the data with SMARTPLS. As a result of the analysis, it was seen that the scale provided convergent, convergent and discriminant validity and was a reliable scale. As a result of the Path Analysis, it was seen that Social Media Use had a positive effect on Behavioral Intention by approximately 42%, and a positive effect on Tourist Behavior by approximately 45%. However, it has been observed that Tourism Promotion has no effect on Behavioral Intention and Tourist Behavior. Again, it was seen that Tourist Information Seeking affected Behavioral Intention positively by about 36%, and Tourist Actual Behavior was positively affected by about 37%. Finally, Social Media Usage, Tourism Promotion, and Tourist Information Seeking explained Behavioral Intention in a positive and meaningful way at a rate of approximately 65%; It has been concluded that it explains the Tourist Actual Behavior in a positive and meaningful way with a rate of 71%.

Anahtar Kelimeler

Tourist Behavior, Social Media, Behavioral Intent, PLS-SEM

Kaynakça

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