The role of Instagram in determining customers' holiday preferences

Today, Instagram is seen as one of the social media platforms where people spend the most time, share information among themselves, and where it is easiest to do research on obtaining information. One of the topics where information can be obtained is tourism. It is seen that potential customers who are considering making a holiday choice professionally promote businesses on Instagram or influencers share their holiday experiences on Instagram, affecting customers' holiday preferences. Due to the increase in content production and promotional activities on Instagram, it is aimed to determine to what extent Instagram plays a role in determining customers' holiday preferences. The study consists of three parts. In the first part, the concepts of customer and customer are discussed. The second section includes Instagram and customer relationship, and the third section includes the research section with data analysis and findings. A survey was preferred as the research method and the survey questions were created according to a five-choice Likert Scale. Survey questions were developed according to the determined hypotheses, and the hypotheses were tested with SPSS analysis based on the survey responses. According to the analysis results; The hypotheses that customers are influenced by businesses' Instagram posts and posts based on real customer experience when determining their holiday preferences, that they take into account the suggestions of influencers when determining their holiday preferences, that it is important for a business to actively use its Instagram account, and that businesses with Instagram accounts increase their awareness have been confirmed.