The Role of Social Media in the Decision to Buy Local Products in Cultural Travels

Gönül Göker

Makale detayları

The Role of Social Media in the Decision to Buy Local Products in Cultural Travels

Yazarlar:

Gönül Göker

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama İletişimi | Tüketici Davranışı

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 84, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001346925

pISSN:

1302-1842

Anahtar kelimeler:

Özet:

 The cultural heritage of a region constitutes an attractive element in terms of tourism. Cultural tourists tend to purchase local products during their travels. The main purpose of the research is to determine the role of social media use in tourists decisions to purchase local products during their cultural trips. A survey technique was used to measure the hypotheses developed in line with the purpose of the research. The universe of the research is people over the age of 18 who use social media in Turkey and want to go on a cultural trip. A total of 508 participants were surveyed and SPSS 25.0 program was used to reach the findings obtained in the research. When the research results were examined; it was concluded that there was a significant relationship between social media use and the decision to purchase local products, the level of social media use had a significant effect on the decision to purchase local products, and the decision to purchase local products with social media use differed according to demographic characteristics. When the results of the study are examined in general, it is seen that the use of social media has a significant effect on peoples orientation towards local products in cultural travels and their purchasing decisions. The fact that there is no study exactly similar to the research in the relevant literature makes the research original and emphasizes its importance in terms of pioneering similar studies.

 The cultural heritage of a region constitutes an attractive element in terms of tourism. Cultural tourists tend to purchase local products during their travels. The main purpose of the research is to determine the role of social media use in tourists decisions to purchase local products during their cultural trips. A survey technique was used to measure the hypotheses developed in line with the purpose of the research. The universe of the research is people over the age of 18 who use social media in Turkey and want to go on a cultural trip. A total of 508 participants were surveyed and SPSS 25.0 program was used to reach the findings obtained in the research. When the research results were examined; it was concluded that there was a significant relationship between social media use and the decision to purchase local products, the level of social media use had a significant effect on the decision to purchase local products, and the decision to purchase local products with social media use differed according to demographic characteristics. When the results of the study are examined in general, it is seen that the use of social media has a significant effect on peoples orientation towards local products in cultural travels and their purchasing decisions. The fact that there is no study exactly similar to the research in the relevant literature makes the research original and emphasizes its importance in terms of pioneering similar studies.

 The cultural heritage of a region constitutes an attractive element in terms of tourism. Cultural tourists tend to purchase local products during their travels. The main purpose of the research is to determine the role of social media use in tourists decisions to purchase local products during their cultural trips. A survey technique was used to measure the hypotheses developed in line with the purpose of the research. The universe of the research is people over the age of 18 who use social media in Turkey and want to go on a cultural trip. A total of 508 participants were surveyed and SPSS 25.0 program was used to reach the findings obtained in the research. When the research results were examined; it was concluded that there was a significant relationship between social media use and the decision to purchase local products, the level of social media use had a significant effect on the decision to purchase local products, and the decision to purchase local products with social media use differed according to demographic characteristics. When the results of the study are examined in general, it is seen that the use of social media has a significant effect on peoples orientation towards local products in cultural travels and their purchasing decisions. The fact that there is no study exactly similar to the research in the relevant literature makes the research original and emphasizes its importance in terms of pioneering similar studies.

 Bir bölgenin sahip olduğu kültürel miras turizm açısından çekicilik unsuru oluşturmaktadır. Kültürel seyahate çıkan turistler gezdikleri bölgelerde yöresel ürünlere karşı satın alma eğilimi içerisinde olurlar. Araştırmanın temel amacı, turistlerin kültürel seyahatlerde yöresel ürün satın alma kararlarında sosyal medya kullanımlarının rolünü tespit etmektir. Araştırmanın amacı doğrultusunda geliştirilen hipotezleri ölçmek için anket tekniği kullanılmıştır. Araştırmanın evrenini Türkiyede yaşayan 18 yaş üstü sosyal medya kullanan ve kültürel seyahatlere çıkan ya da çıkmak isteyen kişiler oluşturmaktadır. Toplamda 508 katılımcıya anket uygulanmış ve araştırmada elde edilen bulgulara ulaşmak için SPSS 25.0 programı kullanılmıştır. Araştırmanın sonuçlarına bakıldığında; sosyal medya kullanımı ile yöresel ürün satın alma kararı arasında anlamlı bir ilişki olduğu ve sosyal medya kullanımı düzeyinin yöresel ürün satın alma kararı üzerinde anlamlı bir etkisi olduğu, sosyal medya kullanımı ve yöresel ürün satın alma kararının demografik özelliklere göre farklılık gösterdiği sonuçlarına ulaşılmıştır. Söz konusu çalışmanın sonuçlarına genel olarak bakıldığında; sosyal medya kullanımının kişilerin kültürel seyahatlerde yöresel ürünlere yönelmelerine ve satın alma kararlarına önemli etkisinin olduğu görülmektedir. İlgili yazında araştırmayla birebir benzer bir çalışmanın bulunmaması araştırmayı özgün kılmakta ve benzer çalışmalara da öncülük etmesi açısından önemini vurgulamaktadır.

Makale detayları

The Role of Social Media in the Decision to Buy Local Products in Cultural Travels

Yazarlar:

Gönül Göker

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama İletişimi | Tüketici Davranışı

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 84, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001346925

pISSN:

1302-1842

Cultural tourism

Local product

Social mediaKültür turizmi

Yöresel ürün

Sosyal medya

Sayı

Makale detayları

The Role of Social Media in the Decision to Buy Local Products in Cultural Travels

Yazarlar: Gönül Göker

Yayıncı: Kütahya Dumlupinar University

Ana Başlıklar: Hizmet Pazarlaması | Pazarlama İletişimi | Tüketici Davranışı

Dergi: Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 84, pp.99-121

Belge Tipi: Makale

Yayın Tarihi: 4/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001346925

pISSN: 1302-1842

Cultural tourism

Local product

Social mediaKültür turizmi

Yöresel ürün

Sosyal medya

Sayı

Yazarlar:

Gönül Göker

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama İletişimi | Tüketici Davranışı

Dergi:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi Issue 84, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

4/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001346925

pISSN:

1302-1842