The Affect of Social Media Usage Forms of Accomodation Businesses on Consumer’s Purchasing Intentions

Abstract

The aim of this study, to find out forms of social media usage of accommodation businesses (A.B.) and to examine the influence of these forms on consumers purchasing intentions. In accordance with this purpose, a questionnaire was applied to 1101 individuals selected by probabilistic sampling method from consumer who participated in tourism activities at least once in the last one years. The obtained data were analyzed by statistical package program. Social media usage forms of accommodation businesses were uncovered in five dimensions which are expressed as concretisation1, concretisation2, socialization, mobilization and gamification. However,as a results of survey, for the concretization of the services offered by the accomodaiton businesses in the minds of consumer, video and images which are shared by the A.B. in social networks, more effective than the other, othervise the textual contents which are shared by the other consumer in the hotel social media profils and in the social Networks, more effective than the other shared videos, images etc. Finally, according to results of the regression analysis, it’s observed that A.B’s social media usage forms affect consumer’s purchasing intentions. Also 30% of the changes in consumer’s purchasing intentions on the A.B. are caused by usage of social media by A.B.