NARCISSISM AND ENVY'S EFFECT ON TOURISTS SHARING SELFIE IN SOCIAL COMPARISON THEORY APPROACH

Öz

Tourism, as a social endeavor, has been significantly influenced by advancements in technology and communication tools, thereby facilitating interpersonal interactions as a social activity. The widespread integration of smart technologies and the continually evolving social media platforms have fundamentally altered the rapid dissemination of tourist experiences. Consequently, this research aims to examine the tendency to share selfies on social media platforms within the framework of social comparison theory. Data were collected from 533 participants through an online survey and were subjected to Exploratory Factor Analysis, Confirmatory Factor Analysis, and Path Analysis within the framework of Structural Equation Modeling. The analyses revealed that narcissism and envy positively impact tourists' tendencies to share selfies on social media platforms. Based on these findings, the study offers recommendations for developing effective strategies for tourism stakeholders.

Anahtar Kelimeler

• Social comparison theory
• Selfie
• Social media
• Narcissism
• Envy

SOSYAL KARŞILAŞTIRMA KURAMI BAĞLAMINDA NARSİSİZM VE İMRENMENİN TURİSTLERİN ÖZÇEKİM FOTOĞRAFLARINI PAYLAŞMALARINA ETKİSİ

Öz

Turizm, toplumsal bir uğraş olarak, teknoloji ve iletişim araçlarındaki gelişmelerden önemli ölçüde etkilenerek kişilerarası etkileşimi kolaylaştıran sosyal bir faaliyet olarak değerlendirilmektedir. Akıllı teknolojilerin yaygın entegrasyonu ve sürekli evrilen sosyal medya platformları, turistik deneyimlerin hızlı bir şekilde yayılmasını temel bir şekilde değiştirmiştir. Bu nedenle, bu araştırma, sosyal karşılaştırma kuramı çerçevesinde özçekimler olarak bilinen selfie'lerin sosyal medya platformlarında paylaşılma eğilimini incelemeyi amaçlamaktadır. Araştırmada, 533 katılımcıdan çevrimiçi anket aracılığıyla veriler toplanmış ve veriler Açımlayıcı Faktör Analizi ile Yapısal Eşitlik Modellemesi kapsamında Doğrulayıcı Faktör Analizi ve Yol Analizine tabi tutulmuştur. Yapılan analizler sonucunda; narsisizm ve kıskançlık duygusunun turistlerin sosyal medya platformlarında selfie paylaşma eğilimlerini olumlu yönde etkilediği tespit edilmiştir. Bu sonuçlara dayanarak, çalışma turizm paydaşları için etkili stratejilerin geliştirilmesine ilişkin öneriler sunmaktadır.

Anahtar Kelimeler

• : Sosyal karşılaştırma teorisi
• Özçekim
• Sosyal medya
• Narsisizm
• İmrenme

Kaynakça

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