Social Media Utilization of Tourists for Travel-Related Purposes

Abstract

Purpose - The aim of this study is to determine social media use by consumers for travel-related purposes. Design/methodology/approach - A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program. Findings - The respondents use social media intensively both in their daily lives (> 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes. Research limitations/implications - As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics. Practical implications - The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers. Originality/value - One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.