Social media and consumer buying decisions in tourism: The case of Turkey
DOI:
https://doi.org/10.25145/j.pasos.2018.16.073Palabras clave:
Social Media, Purchasing Decisions, Tourism Marketing, Consumer PreferencesResumen
Social media play an important role in the consumer’s decision-making process in tourism as they do in many other business areas. Tourism and hospitality marketers may reach more potential consumers in a shorter time and at a lower cost through the active use of social media. This study examines the influence of social media on the decision-making process and online buying trends of tourism consumers and the potential relationships between participant demographics and some of the variables such as information obtained from social media, use of social media for tourism services, the act of buying, influence and intention to share travel experiences. A survey method was used to collect data from various social media users, and Structural Equation Modeling was employed for the data analysis. According to the results; statistically meaningful relationships were found between the variables of knowledge about tourism services in the media and perceptions of use, influence on customers, intention to share experiences and the act of buying tourism and hospitality services.
Descargas
Citas
Abrahams, A., Jiao, J., Wang, A. & Fan, W. 2012. Vehicle Defect Discovery from Social Media. Decision Support Systems. 54 (1): 88.
Adams, D. 2015. The History of Social Media. http://www.winnerscience.com/wp‑content/ uploads/2012/06/factors‑affecting‑price. png, Access: April 20‑2015.
Angeli, F., Grimaldi, R. & Grandi, A. 2009. Directions and paths of knowledge flows through personnel mobility: A social capital perspective.
Arat, T. 2016. The Role of Social Media in Tourism, Proceedings of 25. International Academic Conferences, International Institute of Social and Economic Sciences. 06‑09 September, Paris. 37‑52.
Ashley, C. & Tuten, T. 2015. Creative Strategies in Social Media Marketing: An exploratory study of branded social content on consumer engagement, Psychology and Marketing, Vol. 32: 15-27. Issue 1, January.
Atadil, H.A. 2011. Otel Isletmelerinde Sosyal Medya Pazarlamasi: Turizm tuketicilerinin sosyal paylasim sitelerine iliskin algilari uzerine bir alan calismasi. Yuksek Lisans Tezi. Dokuz Eylul Universitesi, Sosyal Bilimler Enstitusu, Turizm Isletmeciligi Anabilim Dali.
Aydin, B. & Aslan, E. 2015. The Role of Social Media on Leisure Preferences: A Research on the Participants of Outdoor Recreation Activities, Proceedings of the 5th Multidisciplinary Academic Conference. October, Prague, 1‑9.
Ayvaz, T. 2017. http://www.dijitalajanslar.com/internet‑ve‑sosyal‑medya‑kullanici‑istatistikleri‑2016/ Access, March‑2017.
Ban, O., Ancusa, V., Bogdan, V. & Tara, I. 2015. Empirical social research to identify clusters of characteristics that underlie the online evaluation of accommodation services. Revista De Cercetare Si Interventie Sociala, (50) 293–308.
Banner, M. 2017. “How social media has evolved over the past 12 Years”, http://www.convinceandconvert.com/ social‑media‑strategy/ how‑social‑media‑has‑evolved/ (Access: 10.11.2017).
Bayram, N. 2010. Yapisal esitlik modellemesine giris AMOS uygulamalari. Bursa: Ezgi Kitabevi.
Bayram, A. & Sahbaz, P. 2012. Turizm İşletmelerinde Sosyal Medya Kullanımına Örnekler. 13. Ulusal Turizm Kongresi Bildiriler Kitabı, 06‑09 Aralık, Antalya: 353‑360.
Blossom, J. 2009. Content Nation‑ Surviving and Thriving as Social Media Changes Our Work, Our Lives and Our Future. Wiley Publishing.
Chung, M. & Koo, C. 2015. The use of social media in travel information search, Telematics and Informatics. May, 32 (2): 215‑229.
Ciftci, G. & Kucukaltan, D. 2012. Sosyal Medyanin Konaklama Isletmelerinin Pazarlamasindaki Rolu ve Ornek Uygulamalari. 13. Ulusal Turizm Kongresi Bildiriler Kitabi, 06‑09 Aralik, Antalya, 1232.
Curkan, S.C. 2013. Sosyal Medya ve Turizm: Türkiye’deki Turistik Destinasyonlarin Degerlendirilmesi. Yüksek Lisans Tezi. Balikesir Üniversitesi Sosyal Bilimler Enstitusu Turizm Isletmeciligi ve Otelcilik Anabilim Dali.
Desai, V. & Eric, P. 2015. Trend and Impact Analysis of the Review Portals on the Travel and Hospitality Industry. Scholedge International Journal of Business Policy & Governance, 2 (3): 23‑27.
Ekinci, H. 2004. Isletmelerin halkla iliskilerinde internetin onemi. Pazarlama Dunyasi Dergisi, Yıl: 14 Sayi: 24.
Elley, B. & Tilley, S. 2009. Online Marketing Inside‑Out, SitePoint Ltd. Canada.
Eroz, S. ve Dogdubay, M. 2012. Turistik Urun Tercihinde Sosyal Medyanin Rolu ve Etik ilişkisi. Dokuz Eylul Universitesi, Iktisadi ve Idari Bilimler Fakultesi Dergisi. Cilt.27, 133‑157.
Filieri, R. & McLeay F. 2013. E‑WOM and Accommodation: An Analysis of the Factors that Influence Travelers’ Adoption of Information from Online Reviews, Journal of Travel Research, 53(1): 44–57.
Gulbahar, M.O. & Yildirim, F. 2015. Marketing Efforts Related to Social Media Channels and Mobile Application Usage in Tourism: Case Study in Istanbul, Procedia ‑ Social and Behavioral Sciences, 195: 453‑462.
Gunelius, S. 2011. 30 Minute Social Media Marketing, McGraw Hill, New York.
Harrigan, P., Evers, U., Miles, M. & Daly, T. 2017. Customer engagement with tourism social media brands, Tourism Management. April, Vol. 59: 597-610.
Hays, S., Page, S.J. & Buhalis, D. 2013. Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, 16 (3): 211‑239.
Hu, F.H. and Wei, G. 2013. The Impact of the Knowledge Sharing in Social Media on Consumer Behaviour, The Thirteenth International Conference on Electronic Business, Singapore, December 1‑4, Conference Proceedings, 71‑85.
Islek, M.S. 2012. Sosyal Medyanin Tuketici Davranislarina Etkileri: Turkiye’deki Sosyal Medya Kullanicilari Uzerine Bir Arastirma. Yuksek Lisans Tezi. Karamanoglu Mehmetbey Universitesi, Sosyal Bilimler Enstitusu, Karaman.
Jackson, G.S. 2015.The Advantages of Social Network Sites, http://smallbusiness.chron.com/advantages‑social‑network‑sites‑32069. html. Access: May 19‑2015.
Kaplan, A.M. & Haenlein, M. 2010. Users of the world, unite! The Challenges and opportunities of Social Media. Business Horizons, (53) 61.
Kavoura, A. & Stavrianea, A. 2014. Economic and Social Aspects from Social Media’s Implementation as a Strategic Innovative Marketing Tool in the Tourism Industry, International Conference on Applied Economics, ICOAE, Procedia Economics and Finance, (14): 303‑312.
Khanlari, A., Hajiheidari, N. & Farhang, M. 2016. The impact of social media based brand communities on brand trust in tourism industry, Marketing ì Menedžment Innovacìj, Sumy State University, 7 (2): 94‑107.
Kim, A. & Ko, E. 2012. Do Social Media Marketing Activities Enhance Customer Equity? An Empirical Study of Luxury Fashion Brand. Journal of Business Research. 65 (10): 1481.
Kim, S. Lee, K.Y., Shin, S. & Yang, S.B. 2016. Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo, Information and Management, May, Elsevier, http://dx.doi.org/10.1016/j.im.2017.02.009.
Kotler, P., Bowen, J. & Makens J. 2003. Marketing for Hospitality and Tourism, 3rd Ed. Prentice Hall, New Jersey.
Lee, W. & Paris, C.M. 2013. Knowledge sharing and social technology acceptance model: promoting local events and festivals through facebook, Tourism Analysis, 18 (4),457‑469.
Leung, D., Law, R. Hoof, H.v. & Buhalis 2013. Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, Routledge, 30: 3–22.
Leung, Y., Bai, B. & Erdem, M. 2017. Hotel social media marketing: a study on message strategy and its effectiveness, Journal of Hospitality and Tourism Technology, 8 (2): 239‑255.
Litvin, S., Goldsmith, R. & Pan, B. 2006. Electronic Word of Mouth in Hospitality and Tourism Management. Tourism Management, 29 (3): 458‑468.
Llach, J., Marimon, F., Almeida, M. & Bernardo, M. 2013. Determinants of online booking loyalties for the purchasing of airline tickets. Tourism Management, V., 35: 23-31.
Lopez, E., Bulchand‑Gidumal, J., Tano, G. & Armas, D. 2011. Intentions to Use Social Media in Organizing and Taking Vacation Trips. Journal of Computers in Human Behavior. 27 (2): 642.
Marketing via Social Media 2015. Access: May 21‑2015, http://extension.ucsd.edu/studyarea/index.cfm?vCourse=BUSA‑40700
Mercadal, T. 2017. Social Media Marketing, Salem Press Encyclopedia, January.
Milano, R., Baggio, R. & Piattelli, R. 2011. The Effects of Online Social Media on Tourism Websites. 18th International Conference on Information, Technology and Travel & Tourism. 26‑28 January, Innsbruck, Austria.
Miletsky, J. 2010. Principles of Internet Marketing. Cengage Learning, Boston.
Minazzi, R. 2015. Social media marketing in tourism and hospitality. Springer International Publishing, Switzerland.
Mkono, M. & Tribe, J. 2017. Beyond Reviewing: Uncovering the Multiple Roles of Tourism Social Media Users, Journal of Travel Research. March, 56 (3): 287‑298.
Mostert, C.L. 2015. A critical assessment of the key success factors of social media as a marketing tool in the South African tourism industry, Ph.D.Thesis, Northwest University, South Africa, http://hdl.handle. net/10394/16257.
Mukherjee, A. & Nagabhushanam M. 2016. Role of Social Media in Tourism Marketing, International Journal of Science and Research. 5 (6): 2026‑2033.
Munar, A.M., Cai, L. & Gyimóthy, S. 2013. Tourism Social Media: Transformations in Identity, e‑book, Community and Culture, Bradford: Emerald Group Publishing Limited.
Murphy, H.C., Chen, M.M. & Cossutta, M. 2016. An investigation of multiple devices and information sources used in the hotel booking process. Tourism Management, 52: 44‑51.
Okazaki, S. Andreu, L. & Campo, S. 2017. Knowledge Sharing Among Tourists via Social Media: A comparison between Facebook and TripAdvisor, International Journal of Tourism Research. Jan‑Feb, 19 (1): 107‑120.
Read, A. 2016. The Future of Social Media: The State of Social Media 2016 Report, https://blog.bufferapp.com/ social‑media‑2016.
Roque, V. & Raposo, R. 2016. Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO. Anatolia, 2 January, 27 (1): 58‑70.
Rosario, A, Sotgiu, F, Valck, K. & Bijmolt, T. 2016. “The Effect of Electronic Word of Mouth on Sales: A Meta‑Analytic Review of Platform, Product, and Metric Factors”, Journal of Marketing Research, Vol., 35: 23-31.
Salcido, M. 2015. Benefits and Advantages of Using Social Media. http://www.organicseoconsultant.com/advantages‑of‑using‑social‑media/ access: May 19‑2015.
Schuckert, M., Liu, X. & Law, R. 2015. Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel & Tourism Marketing, 32 (5): 608‑621.
Shan, S., Ren, J. & Li, C. 2017. The dynamic evolution of social ties and user‑generated content: a case study on a Dobuan group, Enterprise Information Systems, 11 (10): 1462‑1480.
Shengnan, Y., Jinxing, H., Xiang, G. & Hongqin, X. 2012. The effect of social media on tourism destination marketing: A media‑synchronicity‑theory based exploration, ICSSSM12 Service Systems and Service Management, 9th International Conference, 473‑476.
Sigala, M., Christou, E. & Gretzel, U. 2012. Social Media in Travel Tourism and Hospitality. Burlington: Ashgate Publishing Company.
Sotiriadis, M.D. 2017. Sharing tourism experiences in social media: A literature review and a set of suggested business strategies, International Journal of Contemporary Hospitality Management. Emerald Group Publishing. 29 (1), 179‑225.
Subramani, M.R. & Rajagopalan, B. 2003. Knowledge Sharing and Influence in Online Social Networks via Viral Marketing. Communications of the ACM, 300–307.
Tuten T.L. & Solomon, M.R. 2015. Social Media Marketing, Sage Publishing London.
Weinberg, T. 2009. The New Community Rules: Marketing on the Social Web. O’Reilly, California.
Wheeler, B. 2009. A Guide to Social Networking and Social Media for Tourism. Access May 25‑2015, http://www. barrywheeler.ca/a‑guide‑to‑social‑networking‑and‑social‑media‑for‑tourism/
Wigmo, J. & Wikström, E. 2010. Social Media Marketing: What Role Can Social Media Plays as a Marketing Tool? Unpublished Bachelor Thesis, Linnaeus University, School of Computer Science, Physics and Mathematics, Sweden.
Xiang, Z. & Gretzel, U. 2010. Role of Social Media in Online, Travel Information Search. Journal of Tourism Management. 31 (2): 179‑188.
Zivkovic, R., Gajic, J. & Brdar, I. 2014. The Impact of Social Media on Tourism, Singidunum Journal of Applied Sciences Supplement. 758‑761.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Confirmo que el trabajo es original (de mi/nuestra autoría), y que no se someterá a otras revistas o publicaciones hasta la resolución definitiva del proceso de revisión en PASOS, RTPC.
Autorizo la publicación de mi trabajo por PASOS, RTPC de acceso abierto y gratuito en cualquiera de los formatos que estime oportunos, por un plazo indeterminado y a título de colaboración no remunerada.
Asimismo, el/los autor/es entiende/n que el trabajo publicado podrá vincularse o depositarse en cualquier servidor o ser incluido en otras publicaciones (republicación), siempre y cuando el nuevo lugar y/o la nueva edición referencie la publicación original y reconozca la autoría y la propiedad del copyright de las publicaciones de PASOS RTPC.
Los/as autores/as entienden que se realizará una comprobación de plagio-autoplagio, pudiendo retirarse el artículo en cualquier momento del flujo editorial
