TURİST DESTİNASYONLARINA DÖNÜK SOSYAL MEDYA SÖYLENTİLERİ ÜZERİNE BİR DURUM ÇALIŞMASI

Sosyal medya ve turizme dair akademik çalışmalar, sosyal medyanın yaygınlaşması ile birlikte artış göstermiştir. Sosyal medya araçlarının farklı kullanım amaçları ve farklı pazarlara ulaşımı mümkün olmakla birlikte; metin, fotoğraf veya video aracılığıyla bir destinasyon hakkında söylenti yaratabilmek mümkündür. Destinasyonla ilgili bir söylenti, bilinçli veya bilinçsiz, olumlu veya olumsuz olmak üzere turistler tarafından üretilebilmekte ve seyahate ilgi duyan milyonlarca insana ulaşabilmektedir. Bu çalışma, sosyal medya araçlarından söylenti yaratmaya yönelik elektronik ağıdan ağıza reklamın en iyi örneklerinden biri olan Virtualtourist.comu içerik analizi kapsamında incelemektedir. İnceleme sonucunda bu sitenin tüyolar ve değerlendirmeler, oteller, yapılacaklar, yerel gelenekler, alışveriş olanakları, turist tuzakları, vd... gibi 13 ayrı kategoride sınıflandırdığı bilgiler yardımıyla kullanıcılar açısından hızla erişilen zengin içerikli bir seyahat paylaşım ortamı sunduğu ortaya çıkmaktadır.

A CASE ANALYSIS OF THE INTERNET BUZZ ABOUT TOURISM DESTINATIONS

ABSTRACT The spread of social media usage globally has given rise to the studies related to social media and tourism together. Social media platforms used for different purposes aiming ro reach various segments can easily spread buzz about a destination supported by texts, photographs and videos. Either positive or negative buzz about a destination whether consciously or unconsciously can be generated by users and can reach to millions of potential tourists all around the world. In this regard, this study aims to highlight the functionality of Virtualtourist.com as a best example in eWOM. Study results revealed that aforementioned site provides a contentful and easy accessed social media platform.

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