The role of social media in accommodation preferences: Case study of facebook

It is seen that tourism businesses intensely use social media tools to influence existing and potential tourism consurmers in recent years. In studies, it was found that the most preferred social networking platform is Facebook. Tourism businesses can reach tourism consumers quickly and with low cost as ever before on social media platforms. The purpose of this research is to identify in what waytourism businesses use social media as a marketing tool. In the first part of the study, the relationshipbetween social media and tourism, in the second part of the study, consumer and hotel service purchase behavior concepts were managed to identify. In the last part of the study which is an application section, the data obtained by the online survey conducted with a randomly selected 502 applications on Facebook users in April 2016 were analyzed, tabulated and interpreted using SPSS. Key Words: Tourism, Social Media, Accommodation, Facebook