The Role of Social Media in Tourism Marketing: The Case of Mardin Province

Abstract

Purpose – In this study, research was conducted on the role of social media in tourism marketing. Design/methodology/approach – The relational screening model, which is included in quantitative research methods, was deemed an appropriate model for use in this research. The study sample consisted of 280 tourists who had visited Mardin. The data were analyzed using the SPSS 25 package program. Findings – The findings indicated that no statistically significant difference was observed in social media behaviors according to gender or education level. It was observed that there was a significant difference in social media behaviors according to marital status, age, and monthly income. Discussion – The results indicated a positive relationship between social media use and holiday destination selection, travel agency selection, and accommodation business selection behaviors. These relationships were found to be moderate in strength. Furthermore, the findings suggested that social media use positively predicted this holiday destination selection, travel agency selection, and accommodation business selection behaviors.