Gezginlerin Seyahat Deneyimlerini Sosyal Medyada Paylaşma Motivasyonları

Year 2022, Volume: 9 Issue: 2, 379 - 392, 19.12.2022

Ayşe Arslan , Güntekin Şimşek

Abstract

Bilgi ve iletişim teknolojilerinde yaşanan değişimler turizm endüstrisinin gelişmesinde önemli rol oynamaktadır. İnternet ve sosyal medyanın gelişimi, insanların iletişim kurma şeklini ve aynı zamanda insanların seyahatlerini planlama, turizm bilgilerini arama, turizm bilgilerine erişme ve kullanma biçimini, seyahat deneyimlerini aileleri ve başkalarıyla paylaşma şeklini de değiştirmiştir. Gezginler, seyahatlerinin farklı aşamalarında seyahat deneyimleri ile ilgili içerikleri farklı motivasyonlarla sosyal medyada paylaşmaktadır. Özellikle bu paylaşımların tüketici davranışları üzerindeki etkileri son yıllarda hem uygulayıcıların hem de akademisyenlerin ilgi odağı haline gelmiştir. Bu kapsam doğrultusunda araştırmanın amacı, Türk gezginlerin seyahat deneyimleri ile ilgili içerikleri sosyal medyada paylaşma motivasyonlarını ortaya koymaktır. Araştırma yöntemi olarak derinlemesine araştırma yapmak için en sık tercih edilen yöntemlerden biri olan nitel araştırma yöntemlerinden yapılandırılmış görüşme tekniği tercih edilmiştir. Veriler, sosyal medya (Facebook ve Instagram) üzerinden online görüşme tekniği ile elde edilmiştir. Yapılandırılmış görüşme tekniği ile elde edilen verilere içerik analizi yapılmıştır. Analiz sonucuna göre; kimlik, ilişki, eğlence, yarar/fayda ve hatıralar dahil olmak üzere literatüre dayalı çeşitli motivasyon faktörleri belirlenmiştir. Bunlara ek olarak hatıralar faktörü, son yapılan bazı araştırma sonuçlarında da bahsedilen bir tetikleyici unsur olarak tanımlanmıştır. Araştırma sonuçlarına göre uygulayıcılara ve gelecekteki araştırmacılara bazı öneriler sunulmuştur.

Keywords

seyahat deneyimi, sosyal medya, paylaşım motivasyonu

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