The Effect of Social Media Use Perception of Consumers in Accommodation Businesses on Purchasing Behaviors

Abstract

Today, with the widespread use of social media and internet, consumer behavior has begun to change. The internet, which shows itself in almost every field, is used extensively by both accommodation businesses and tourists. This research was carried out to determine whether the perception of social media use in accommodation businesses has an effect on the purchasing behavior of consumers. The survey data collection tool, online questionnaires dates in January and May 2020 in Turkey was directed to 400 people in different cities. The data obtained from the relevant sample group were analyzed with the help of a statistical package program. As a result of the analysis it has been determined that the presence and sharing of accommodation businesses on social media has an effect on the preferences and purchasing behaviors of consumers.