INSTAGRAM SEYAHAT ETKİLEYİCİLERİ SEYAHAT KARARINI ETKİLER Mİ?

Yıl 2025, Cilt: 14 Sayı: 1, 1 - 28, 28.04.2025

Seçkin Eser Gürsoy , Yakup Arslan

https://doi.org/10.7460/turar.1538983

Öz

Bu araştırma, Instagram seyahat etkileyicilerinin onları takip eden bireylerin seyahat kararlarına etkisini belirlemek amacıyla gerçekleştirilmiştir. Çalışmada, nitel araştırma yöntemi kullanılmıştır. Araştırmanın verileri, çevrim içi (online) olarak yarı yapılandırılmış görüşme formu ile toplanmıştır. Kapalı uçlu sorular için SPSS programı kullanılmış olup, açık uçlu sorularda ise MAXQDA programı kullanılmıştır. Veriler betimsel analize tabi tutulmuştur. Araştırma sonuçlara göre Instagram seyahat etkileyicilerinin onları takip eden bireylerin seyahat kararlarının oluşmasında etkili olduğu belirlenmiştir. Takipçilerin ikna olmalarında, Instagram seyahat etkileyicilerinin samimi ve güvenilir olmalarının, bilgi vermelerinin, yeni yerler göstermelerinin, eğlenceli olmalarının, geziyormuş gibi hissettirmelerinin, anlatım ve sunum tarzları ile motivasyon sağlamalarının etkili olduğu görülmüştür. Ayrıca, turizm sektöründe yer alan kurum ve kuruluşlara yönelik öneriler sunulmuştur

Anahtar Kelimeler

Sosyal Medya , Instagram , Seyahat , Instagram Seyahat Etkileyicileri , Seyahat Kararı.

Kaynakça

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