Özet:

The Internet technology, along with the Web 2.0 era, advances its users to become an active individual. Especially with the development of social media, people have become individuals who can produce content in the internet environment, who can share their opinions and thoughts. Social media can be regarded as an effective channel that supports each of the elements of marketing communication, which can be fully used, which can establish interactive communication with the target audience. In terms of consumer behavior, social media represents practices that can be used to collect information, quickly and easily access products and services and effectively manage customer relationships. In this context, consumers have developed a rating system of websites that can be linked to social media that they rate, evaluate and interpret tourism. With this system, the consumer finds the opportunity to examine and evaluate the business he planned to go. It can have an impact on the consumer’s purchasing behavior. The study is one of the preliminary studies in local literature that explains the impact of the rating system on consumer purchasing behavior. This study is aimed at identifying the basic characteristics of consumers’ use of social media and the relationships in the perceptions of the rating system. In order to this goal, a survey was implemented to 132 people from the indigenous tourists of the age group of 18 who have been on holiday at least once in advance in Marmaris' Selimiye Beld. From the statistical analysis methods to the data obtained by the survey study, the frequency, one-way Anova and t-test analyses were applied, the advanced hypotheses were analyzed, the findings were evaluated.

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