Gezginlerin Seyahat Deneyimlerini Sosyal Medyada Paylaşma Motivasyonları

Yıl 2022, Cilt: 9 Sayı: 2, 379 - 392, 19.12.2022

Ayşe ARSLAN Güntekin ŞİMŞEK

Öz

Bilgi ve iletişim teknolojilerinde yaşanan değişimler turizm endüstrisinin gelişmesinde önemli rol oynamaktadır. İnternet ve sosyal medyanın gelişimi, insanların iletişim kurma şeklini ve aynı zamanda insanların seyahatlerini planlama, turizm bilgilerini arama, turizm bilgilerine erişme ve kullanma biçimini, seyahat deneyimlerini aileleri ve başkalarıyla paylaşma şeklini de değiştirmiştir. Gezginler, seyahatlerinin farklı aşamalarında seyahat deneyimleri ile ilgili içerikleri farklı motivasyonlarla sosyal medyada paylaşmaktadır. Özellikle bu paylaşımların tüketici davranışları üzerindeki etkileri son yıllarda hem uygulayıcıların hem de akademisyenlerin ilgi odağı haline gelmiştir. Bu kapsam doğrultusunda araştırmanın amacı, Türk gezginlerin seyahat deneyimleri ile ilgili içerikleri sosyal medyada paylaşma motivasyonlarını ortaya koymaktır. Araştırma yöntemi olarak derinlemesine araştırma yapmak için en sık tercih edilen yöntemlerden biri olan nitel araştırma yöntemlerinden yapılandırılmış görüşme tekniği tercih edilmiştir. Veriler, sosyal medya (Facebook ve Instagram) üzerinden online görüşme tekniği ile elde edilmiştir. Yapılandırılmış görüşme tekniği ile elde edilen verilere içerik analizi yapılmıştır. Analiz sonucuna göre; kimlik, ilişki, eğlence, yarar/fayda ve hatıralar dahil olmak üzere literatüre dayalı çeşitli motivasyon faktörleri belirlenmiştir. Bunlara ek olarak hatıralar faktörü, son yapılan bazı araştırma sonuçlarında da bahsedilen bir tetikleyici unsur olarak tanımlanmıştır. Araştırma sonuçlarına göre uygulayıcılara ve gelecekteki araştırmacılara bazı öneriler sunulmuştur.

Anahtar Kelimeler

seyahat deneyimi, sosyal medya, paylaşım motivasyonu

Kaynakça

• Alhabash, S. & Ma, M. (2017). A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students? Social Media + Society.
• Balaji, M.S., Roy, S.K. & Lassar W.M. (2017). Language Divergence in Service Encounters: Revisiting its Influence on Word-of-mouth. Journal of Business Research 72: 210–213.
• Balcı, Ş., Bal, E. & Delal, Ö. (2019). Instagram Kullanım Alışkanlıkları ve Motivasyonları ile Narsisizm Arasındaki İlişki Üzerine Bir İnceleme: Selçuk Üniversitesi Öğrencileri Örneği. Erciyes İletişim Dergisi, 6 (2), 955-974.
• Belk, Rr. & Llamas, R. (2012). The Nature and Effects of Sharing in Consumer Behavior, Transformative Consumer Research for Personal and Collective Well-being. Routledge, pp: 625-646.
• Bell, B. T. (2019). You Take Fifty Photos, Delete Forty Nine and Use One: A Qualitative Study of Adolescent image-Sharing Practices on Social Media. International Journal of Child-Computer Interaction, 20, 64–71.
• Borges-Tiago, M.T., Tiago, F. & Cosme, C. (2019). Exploring Users’ Motivations to Participate in Viral Communication on Social Media. Journal of Business Research, Volume 101:574–582.
• Bradley, P. (2015). Instagram: Why Do We Post? Master thesis, Southern Illinois University.
• Bronner, F. & de Hoog, R. (2011). Vacationers and eWOM: Who Posts, and Why, Where, and What? Journal of Travel Research, 50(1), 15-26.
• Buhalis, D. & Law, R. (2008). Progress in Information Technology and Tourism Management: 20 years on and 10 years After the Internet–The state of eTourism Research, Tourism Management, Volume 29, Number 4 pp. 609-623.
• Buonincontri, P., Morvillo, A., Okumus, F. & van Niekerk, M. (2017). Managing the Experience Co-creation Process in Tourism Destinations: Empirical Findings from Naples. Tourism Management, Volume 62:264–277.
• Casaló, L. V., Flavián, C. & Guinalíu, M. (2011). Understanding the Intention to Follow the Advice Obtained in An Online Travel Community, Computers in Human Behavior, 27, 622–633.
• Choe, Y. Kim, J. & Fesenmaier, D. R. (2017). Use of Social Media Across the Trip Experience: An Application of Latent Transition Analysis, Journal of Travel & Tourism Marketing, 34:4, 431-443.
• Choi, T. R. & Sung, Y. (2018). Instagram Versus Snapchat: Self-expression and Privacy Concern on Social Media. Telematics Inform, 35:2289–2298.
• Chung, J. & Buhalis, D. (2008). A Study of Online Travel Community: Factors Affecting Participation and Attitude. In: O’Connor, P. Hopken, W. and Gretzel, U. (eds) ENTER 2008 Proceedings. Springer-Verlag, Vienna/New York, pp. 267–278. Cox, C., Burgess, S., Sellitto, C. & Buultjens, J. (2009). The Role of User-generated Content in Tourists’ Travel Planning Behavior, Journal of Hospitality Marketing & Management, Vol.18, No. 8, , pp. 743-764.
• Daxböck, J., Dulbecco, M. L., Kursite, S., Nilsen, T. K., Rus, A.D., Yu, J. & Egger, R. (2021). The Implicit and Explicit Motivations of Tourist Behaviour in Sharing Travel Photographs on Instagram: A Path and Cluster Analysis, Information and Communication Technologies in Tourism, pp. 244–255.
• de Vries, L., Peluso, A. M., Romani, S., Leeflang, P. & Marcati, A. (2017). Explaining Consumer Brand-related Activities on Social Media: An Investigation of the Different Roles of Self-expression and Socializing Motivations. Computers in Human Behavior, 75(10), 272-282.
• Eckhaus, E. & Sheaffer, Z. (2019). Factors Affecting Willingness to Contribute Goods and Services on Social Media. The Social Science Journal, 56:3, 390-400.
• Elbaşı, G. Y. (2015). Sosyal Medyada Pazarlama: Sosyal Medyada Kullanıcı Motivasyonunun Üniversite Öğrencilerinin Sosyal Medya Pazarlama Algısına İlişkin Bir Uygulama. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
• Fotis, J., Buhalis, D. & Rossides, N. (2012). Social Media use and Impact During the Holiday Travel Planning Process. Paper presented at the 19th International Conference on Information and Communication Technologies in Travel and Tourism (ENTER), Jan 25–27,Helsingborg, Sweden.
• Ghaisani, A.P., Handayani, P.W. & Munajat, Q. (2017). Users’ Motivation in Sharing Information on Social Media. Procedia Computer Science,124:530–535.
• Gretze, U. & Yoo, K. H. (2008). Use and Impact of Online Travel Reviews. In: O’Connor P, Hopken W and Gretzel U (eds) Information and Communication Technologies in Tourism, Vienna: Springer, pp. 35–46.
• Gretzel, U., Lee, Y. J., Tussyadiah, I. & Fesenmaier, D. R. (2009). Recounting Tourism Experiences: The Role of New Media. In International Conference on Tourist Experiences: Meanings, Motivations, Behaviors, Preston, UK.
• Hartijasti, Y. & Cho, N. (2018). Motivation in Using and Sharing Experience on Social Media among Multi-Generational Travelers, Journal of Informatıon Technology Applıcatıons & Management, 25(4): 171-184.
• Hua, L.Y., Ramayah, T., Ping, T. A. & Jun-Hwa, C. (2017). Social Media as a Tool to Help Select Tourism Destinations: The Case of Malaysia. Information Systems Management 34(3): 265–279.
• Huang, Y., Basu, C. & Hsu, M. K. (2010). Exploring Motivations of Travel Knowledge Sharing on Social Network Sites: An Empirical Investigation of US College Students, Journal of Hospitality Marketing & Management, Vol. 19 No. 7, pp. 717-734.
• Hur, K., Kim, T. T., Karatepe, O. M. & Lee, G. (2017). An Exploration of the Factors Influencing Social Media Continuance Usage and Information Sharing Intentions Among Korean Travellers. Tourism Management, 63, 170–178.
• İçirgin, Ö. (2018). Üniversite Öğrencilerinin Sosyal Medya Kullanım Alışkanlıkları ve Motivasyonları, Yüksek Lisans Tezi. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
• Jacobsen, J. K.S. & Munar, A. M. (2012). Tourist Information Search and Destination Choice in A Digital Age. Tourism Management Perspectives, 1(1): 39–47.
• Jeng, J. & Fesenmaier, D. (2002). Conceptualizing the Travel Decision-making Hierarchy: A Review of Recent Developments, Tourism Analysis, 7(1), 15–32.
• Kang, M. & Schuett, M. A. (2013). Determinants of Sharing Travel Experiences in Social Media, Journal of Travel & Tourism Marketing, 30: 93–107.
• Kaplan A. M. & Haenlein, M. (2010). Users of The World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1): 59–68.
• Karasar, N. (2000). Bilimsel Araştırma Yöntemi, Nobel Yayınları, Ankara.
• Kim, J. & Fesenmaier, D. R. (2017). Sharing Tourism Experiences: The Posttrip Experience. Journal of Travel Research, 56(1), 28-40.
• Kim, J. & Tussyadiah, P. (2013). Social Networking and Social Support in Tourism Experience: The Moderatıng Role of Online Self Presentation Strategies. Journal of Travel & Tourism Marketing, (30): 78–92.
• Kim, M. J., Lee, C. K. & Bonn, M. (2016). The Effect of Social Capital and Altruism on Seniors’ Revisit Intentionto Social Network Sites for Tourism-related Purposes. Tourism Management 53: 96–107.
• Kozak, M. (2006). A Content Analysis of Repeaters Self-perceptions of Tourist Destinations, Tourism Review, Vol. 61 No. 1, pp. 21-25.
• Law, C. H. R., Leung, R., Lo, S. Y. A., Leung, Y. C. & Fong, L. H. N. (2015). Distribution Channel in Hospitality and Tourism: Revisiting Disintermediation from the Perspectives of Hotels and Travel Agencies. International Journal of Contemporary Hospitality Management, 27(3), 431-452.
• Law, R., Buhalis, D. & Cobanoglu, C. (2014). Progress on Information and Communication Technologies in Hospitality and Tourism. International Journal of Contemporary Hospitality Management, 26:727–750.
• Leung, D., Law, R., van Hoof, H. and Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, Vol. 30 Nos 1/2, pp. 3-22.
• Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic Word-of-mouth in Hospitality and Tourism Management, Tourism Management, 29 (3), 458–468.
• Mariani, M., Styven, M. & Ayeh, J. K. (2019). Using Facebook for Travel Decisionmaking: An International Study of Antecedents, International Journal of Contemporary Hospitality Management, 31(2), 1021–1044.
• Matson-Barkat, S. & Robert-Demontrond, P. (2018). Who’s on The Tourists’ Menu? Exploring the Social Significance of Restaurant Experiences for Tourists. Tourism Management, 69, 566–578.
• McMullen, M. (2019). Pinning’ Tourist Photographs: Analyzing the Photographs Shared on Pinterest of Heritage Tourist Destinations. Current Issues in Tourism 15:1–2.
• Morrison, A. M. (2013). Marketing and Managing Tourism Destinations, Routledge, New York, NY.
• Mulvey, M. S., Lever, M. W. & Elliot, S. (2020). A Cross-National Comparison of Intragenerational Variability in Social Media Sharing. Journal of Travel Research, 59(7), 1204–1220.
• Munar, A. M. & Jacobsen, J. S. (2014). Motivations for Sharing Tourism Experiences Through Social Media, Tourism Management, (43),46-54.
• Oliveira, T., Araujo, B. & Tam, C. (2020). Why Do People Share Their Travel Experiences on Social Media? Tourism Management, 78:104.
• Park, H., Seo, S. & Kandampully, J. (2016). Why Post on Social Networking Sites (SNS)? Examining Motives for Visiting and Sharing Pilgrimage Experiences on SNS. Journal of Vacation Marketing, 22(4), 307–319.
• Parra-López, E., Gutiérrez-Taño, D., Díaz- Armas, R. J. & Bulchand-Gidumal, J. (2012).Travellers 2.0 : Motivation, Opportunity and Ability to Use Social Media”, In M. Sigala, E. Christou, & U. Gretzel (Eds.), Social media in travel, tourism and hospitality : Theory, practice and cases (pp. 171-187). Surrey, UK :Ashgate.
• Ryan, R. M. & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology 25(1): 54–67.
• Saunders, M. N. K., Lewis, P. & Thornhill, A. (2009). Research Methods for Business Students (5th Edition). London: Pearson Education.
• Sheldon, P. & Bryant, K. (2016). Instagram: Motives for Its Use and Relationship to Narcissism and Contextual Age. Computers in Human Behavior, 58:89–97.
• Sigala, M., Christou, E. & Gretzel, U. (Eds) (2012). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases, Ashgate, London.
• Simms, A. (2012). Online User-Generated Content for Travel Planning -Different for Different Kinds of Trips? E-review of Tourism Research, 10(3), 1–10.
• Sotiriadis, M. D. (2017). Sharing Tourism Experiences in Social Media. Emerald Insight, 29(1), 179-225.
• Sultan, M. T., Sharmin, F. & Xue, K. (2019). Sharing Tourism Experience Through Social Media: Consumer's Behavioral Intention for Destination Choice, World Academy of Science, Engineering and Technology International Journal of Humanities & Social Sciences, Vol:13, No:2, 129-133.
• Tarakçı, E. İ. & Baş, M. (2019). Pazarlama İletişiminde Sosyal Medya Kullanımı: Amaçlar ve Motivasyonlar. Eurasia Journal of Social Sciences & Humanities, 7, 167-179.
• Tsiakali, K. (2018). User-Generated-Content Versus Marketing-Generated-Content: Personality and Content Influence on Traveler’s Behavior. Journal of Hospitality Marketing & Management, 27(8), 946-972.
• Tung, V. W. S., Lin, P., Qiu, Zhang, H. & Zhao, A. (2017). A Framework of Memory Management and Tourism Experiences, Journal of Travel & Tourism Marketing, 34:7, 853-866.
• Ürkmez, S. & Eskicumalı, A. (2021). Kullanımlar ve Doyumlar Teorisi Çerçevesinde COVID-19 Pandemi Sürecinde Bireylerin Sosyal Medya Kullanım Motivasyonları: Instagram Örneği. Sosyal, Beşeri Ve İdari Bilimler Dergisi, 4(2), 111–129.
• Varkaris, E. & Neuhofer, B. (2017). The Influence of Social Media on The Consumers’ Hotel Decision Journey. JHTT 8:101–118.
• Wang, X., Huang, Y., Li, X. & Peng, L., (2016). A Moderated Mediation Model of Sharing Travel Experience on Social Media: Motivations and Face Orientations in Chinese Culture. Journal of China Tourism Research 12(1): 42–64.
• Wang, S., Kirillova, K. & Lehto, X. (2017). Travelers’ Food Experience Sharing on Social Network Sites. Journal of Travel & Tourism Marketing, 34(5), 680–693.
• Wilson, A., Murphy, H. & Fierro, J. C. (2012). Hospitality and Travel: The Nature and Implications of User-Generated Content. Cornell Hospitality Quarterly, 53(3), 220–228.
• Wong, J. W. C., Lai, I. K. W. & Tao, Z. (2020). Sharing Memorable Tourism Experiences on Mobile Social Media and How It Influences Further Travel Decisions. Current Issues in Tourism, 23(14), 1773-1787.
• Xiang, Z. & Gretzel, U. (2009). Role of Social Media in Online Travel Information Search, Tourism Management, 31 (2), 179–188.
• Yalçın, M. & Öksüz, B. (2018). Turi̇stler Deneyi̇mleri̇ni̇ Sosyal Medyada Neden Paylaşir? Paylaşım Moti̇vasyonlarına İli̇şki̇n Bi̇r Araştırma. Sobider: Sosyal Bilimler Dergisi, 530-542.
• Yeniçıktı N. T. (2017). Sosyal Medya-Facebook ve Twitter Motivasyonları, Literatürk Academia Yayınevi.
• Yıldırım, A. & Şimşek, H. (2013). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Seçkin Yayınları. Ankara.
• Yoo, K. H. & Gretzel, U. (2011). Influence of Personality on Travel-related Consumer-generated Media Creation, Computers in Human Behavior, 27 (2), 609–621.
• Yu C.E. & Sun, R. (2019). The role of Instagram in the UNESCO’s Creative City of Gastronomy: A Case Study of Macau. Tourism Management, 75:257–268.
• Zeng, B. & Gerritsen, R. (2014). What Do We Know About Social Media in Tourism? A Review, Tourism Management Perspectives, Volume 10, pp. 27-36.
• Zhang, X., Wu, X. & Yan, X. (2018). The Motivation of Tourism Photography Online Sharing, Advances in Social Science, Education & Humanities Research, Volume 213, 352-356.
• Zhao, Z., Zhu, M. & Hao, X. (2018). Share the Gaze : Representation of Destination Image on the Chinese Social Platform WeChat Moments. Journal of Travel & Tourism Marketing, 35:6, 726-739.