THE ROLE OF SOCIAL MEDIA IN BUYING TRAVEL ON THE INTERNET

Abstract

The use of the Internet and social media tools is rapidly becoming widespread. Consumers decide on travel and purchasing decisions by using information on the internet and social media. In this context, this study was carried out in order to determine the role of social media in the purchase of travel over the internet and a half-way questionnaire was applied to 372 social media users living in the province of Sivas. Using the statistical analysis methods, the frequencies and percentages of the answers given were calculated; t test and variance analysis were performed to determine the differences between the averages. As a result of the analysis of the obtained data, it is concluded that the role of social media in purchasing travel over the internet differs in some factors according to marital status and educational status