Abstract:

Consumers are more likely to benefit from the Internet in their products and services purchases. The use of the Internet and social media also appears as an important tool in the preference of tourist products. The ability to reach the target audience through the social media platforms with a high rate of users is of great importance for tourism enterprises and their destinations. Tourism companies and destinations that want to reach the target audience through social media platforms benefit from different promotional strategies. Recently, one of these strategies is an attempt to promote their products and brands through the phenomenon and famous people on Instagram, one of the social media platforms. The aim of the study at this point is to try to measure the impact of snobism on tourism demand through Instagram users. In the framework of the study; using the semi-configured conversation technique, face-to-face conversations were made with 20 Instagram users living in Nişantaşı, one of the most luxurious districts of Istanbul and participating in tourism movements. According to the research findings, participants visit tourist and destinations under the influence of the Instagram posts made by famous and phenomenal people. They are concerned with the sharing of their friends to be aware of, to show that these places are famous and phenomenal people who can go to themselves. Thus, the use of famous persons and phenomena through Instagram from social media platforms in the promotion of tourism companies and their destinations will increase the tourism demands of individuals and affect the preferences of tourism business and destination.

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