Özet:

Online shopping has become increasingly popular in recent years. Online shopping transactions, which are frequently carried out by consumers all over the world, are also very common in the tourism sector. Users avail themselves of a variety of alternative platforms such as websites, social media or recommendation systems in order to realize their travel plans. Travel transactions can be performed through many applications and platforms. Therefore, it is becoming increasingly important to make the right choice of platform in order to perform faster transactions and make the right decisions. Accordingly, it can sometimes be a difficult process for the user who intends to plan a journey choosing the most suitable online platform from among many alternatives. This study investigated which criteria are important in order to make online travel transactions. In addition, the study included research into which platforms the users can choose in accordance with the determined criteria. Thus, the correct order of the alternatives that people can choose is revealed. In the study, AHP and TOPSIS methods, which are multi-criteria decision-making methods, were preferred. Content quality, usefulness, satisfaction, interaction opportunity, accessibility and web design criteria were used as the main criteria. In addition, sub-criteria of the main criteria were also evaluated. Alternative options were determined such as websites, blogs, Instagram, Facebook, Twitter, Google Comments. The study concludes that the content quality feature is the most important criterion in online travel transactions. Of all the online platforms, websites took the first place among the determined alternatives.

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