The effect of hedonic and functional utility-oriented digital media content on the purchasing decision process of tourist consumers is an example of Kastamonu

The aim of the research is to reach the answer to the question of which tourism advertising content used in digital media affects consumers in the decision-making process of tourist consumers in the decision-making process of purchasing advertising content that contains more benefits. The study group of the study consists of a total of 258 randomly selected people, including 131 women and 127 men, with different age groups and different education levels throughout the province of Kastamonu. The study group of the study was selected by random selection method. The data collection tool of the research is the Hedonic and Functional Benefits Questionnaire, which Affects the Purchasing Decision Process of Tourist Consumers. A pilot study was conducted on the questionnaire created by the researcher, and as a result of the pilot study, the crombach alpha reliability coefficient was calculated as 0.775. The data obtained in the research were analyzed with the SPSS 26 program. In the analyses based on the findings of the research, it was concluded that hedonic benefit aspects had more influence on the purchasing decision process of women as a result of gender-related t-test, while functional benefit aspects had more influence on the purchasing decision process of male participants. In addition, as a result of the anova test conducted with age groups, educational status, professional groups and income levels, it was found that there is no significant relationship between hedonic and functional benefit aspects and age groups, educational status, professional groups and income levels.