An Analysis on The Relationship Between Tourism Marketing and Social Media from The Perspective of Domestic Visitors

Abstract

The aim of this study is to examine the social media usage tendencies of domestic tourists and to what extent they are affected by social media before the tourism business and related product selection. The sample of the study, which was prepared with the descriptive quantitative research model, consists of 237 people who visited the Arhavi district of Artvin. The research, which uses face-to-face survey technique and convenience sampling method, consists of 7 demographic characteristics (gender, age range, education level, institution, monthly income, duration of social media usage, frequently used social media application) and 24 questions to measure how participants use social media in terms of tourism. The data obtained as a result of the research were evaluated through the SPSS 20 statistical data program. The data on the demographic variables of the visitors were analyzed by taking into account the percentage and frequency values, and the levels of participation in the statements about how the participants use social media in terms of tourism were "quite low", "low", "medium", "high" and "quite high" detected at intervals. It was related to the suggestions with a “pretty high” trend level by local visitors to add entertainment businesses to their social media addresses and to be influenced by comments about resorts on social media, and it has been determined that they are affected by the comments about entertainment businesses on social media, using social media for new product tracking, and sharing their experiences about accommodation businesses on social media.