Özet:

With the development of web technologies, social media has turned into a digital platform that allows simultaneous sharing of information and where people share their opinions, information, thoughts, and visuals about a subject, and can comment on other thoughts. As social media is a platform that is actively used by many people and institutions, it enables people to use it for communication purposes and also, it gives people the chance to pursue all kinds of developments. People spend a lot of time in this virtual environment and they can meet their needs here. Therefore, social media is also a good promotion and marketing tool. Social media, which is used in every field, has also been an effective promotional tool in the field of tourism. It can be effective for people while purchasing any tourist product or making a vacation plan. In this study, the effect of students’ attitudes towards the use of social media on their choice of holiday location was investigated. For this, a questionnaire was applied to 230 students randomly selected from Anadolu University Faculty of Tourism. The relationship between students’ attitudes towards social media use and their intentions to take a vacation, vacation choice behaviors, and satisfaction was analyzed using the Structural Equation Model (SEM). According to the results, H1, H2, H3, and H4 hypotheses could not be rejected. Social media is effective in determining holiday choices for young people.

Anahtar Kelimeler: