The relationship between social media applications and tourist buying decision: A research on tourism students

Social media, one of today's technological developments, is the most effective and fastest medium we can connect with the whole world in the form of a network. Social media activities that can easily reach and interact with users are spreading in every field and being used effectively in the field of tourism. Tourism activities that include abstract evaluations become a place where tourists who have experienced experience and experience can share their accumulations and become a community where tourists can easily communicate with promotions and developments in an individual communication with touristic establishments and destinations and benefit from them effectively. Young generations who are able to adapt and actively use technological developments are the most active users of social media, which is one of the developments of the age. Young people have created our research group because they have knowledge about social media applications. The social media applications used in the tourism field have been studied to investigate the effects of university students' purchasing decisions. The data of the study were collected by the survey technique. Demographic information such as income, age, education, usage periods in the study were tried to be measured in the social media of tourism on the purchasing decisions of the university students. The data obtained by the questionnaire were analyzed using computer statistical package program. Factor analysis, Independent bivariate T test, One way Anova and Correlation analyzes were performed and the results were tabulated and interpreted. According to the results of the study, the purchasing decision dimensions of tourists are positively influencing each other. While demographic characteristics such as age, education level, family and income of the student did not change the buying decision of the tourist while the descriptive features such as social media membership and time expenditure changed the purchasing decisions of tourists.