Abstract:

Developments in information and communication technologies have brought about extensive changes in people's lives. This situation has radically changed the tourist purchasing decision processes and the understanding of sharing experiences after the purchase. Now, tourists have experienced their preferences such as obtaining information, sharing experiences, making comments or scoring services in virtual life and through applications. In this study, it is aimed to determine and analyze the shares and hashtags made by the tourists who visited Mykonos and Kaş destinations through the Instagram application. In this context, all posts related to #Mykonos and # Kaş hashtags published on the Instagram application for two different days (1-2 May 2021) were examined. A total of 1,600 pictures (800 for each destination), visual (destination Instagram pictures) and textual content (hashtags for pictures) were analyzed with the 4K Stogram software. Shared posts and hashtags are grouped under specific topic titles according to the Instagram Discover Algorithm. In addition, through data mining, a total of 1600 posts and 7351 hashtags related to Mykonos and Kaş destinations have been reached. MAXQDA and XLSTAT programs were used for visual and textual analysis of data based on hashtags. As a result of the analyzes made in this context; among the data that analyzed 800 posts and 4263 words shared using the #Mykonos hashtag; #greece, #greek, #mykonos, #traveltips, #visitmykonos, #greeksummer, #lifestyle, #exploregreece, #greekbeaches, #santorini, #europe, #island, #kikladhes, #luxury, #sea, #travelcouple, #traveling and #welovegreece were determined to be the most frequently used hashtags. When the data in which 800 posts and 3088 words shared using the #Kaş hashtag were examined; #kaş, #photostagram, #visitturkey, #butikotel, #kalkan, #kaputaş, #neredekal, #balayıotelleri, #landscape, #vacation, #beach, #gezi, #instadaily, #instalike, #nature, #swimming, #vacation and #mediterranean words were determined to be the most frequently used hashtags.

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