Investigation of factors affecting Turkish tourists' motivation to share tourism experience online

Social media, which has become a part of daily life, has become a part of tourism practices that affect tourists and businesses. Tourists who are active social media users also share their information with other users during their holidays, have a fun time and thus shape the sharing of experience. For this reason, it can be mentioned that online platforms have the potential to design the sharing of experience among tourists thanks to the triggering of social interaction. The aim of this study is to examine the factors (relationship quality and social support) that affect the motivation of Turkish tourists to share their tourism experience online. Within the scope of the research, the data were collected by sampling method during the departure of Antalya International Airport of the visitors who had tourism experience in Antalya province in July and August 2019. Relationship analysis and research hypotheses were tested and the results were discussed and interpreted from the perspective of relational marketing theory and social support theory. The results reveal that the motivation to share experience and the factors that are thought to be related to this motivation are related. It is hoped that the results of the research will benefit researchers and practitioners working in the field.