Abstract:

With the rapid development of technology, social media networks are becoming an indispensable element of our lives and affecting our lives every day. Through YouTube, which is one of these social networks, users can share all kinds of visual and hearing videos, quickly and easily with large audiences. With the increased use of the internet, the tourism sector has also started to carry out destination marketing activities in the digital environment using social media networks. YouTube video sharing site has gained importance for destination marketing efforts in the tourism sector where the competition is intense. This study has studied the impact of YouTube videos on the intention of tourists to visit the destination. The data collection technique is used as a method. By the end of the data collection process carried out online (survermonkey) between March and April of 2021, 398 current surveys were collected. In the analysis, as well as the identificative statistics, the analysis of the factor, the correlation and the regression analysis were used. It has been found that participants’ attitudes towards YouTube videos have influenced their intention to visit the destination. It shows that the originality of YouTube videos and the enjoyment received from their use disrupt the intention to visit the destination. Nevertheless, the confidence in YouTube videos has not been determined to have a meaningful impact on the intention to visit the destination.

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