MEASURING THE EFFECT OF SOCIAL MEDIA USE ON HOLIDAY PURCHASE AND HOLIDAY MOTIVATION ON REVISITS.

Apart from working hours and personal needs of individuals, they need to spend time for fun, listening, many activities that bring together their interests and personal preferences. One of the most well-known of these needs is tourism activities. Behaviors that affect participation in leisure time tourism activities is an issue that needs to be examined. In this context, the aim of the research is to examine the holiday buying and holiday motivation, revisit behaviors of individuals using social media. The population of the research consists of individuals using social media in Eskişehir. With the convenience sampling method, 409 people from state universities throughout Eskişehir were reached in the form of face-to-face and online forms. In order to collect data, the Effect of Social Media on Tourists' Holiday Decisions developed by (Eşitti & Işık 2015), Purchasing Intent Scale developed by (Pavlou & Gefen, 2004), Tourism Motivation Scale developed by (Carrol & Alexandris, 1997) and finally (Altunışık) v.d, 2001) were used to use the Revisit Intention Scales. In the analysis of the data, SPSS 26 program was used and analyzes were made. In these analyzes, a positive and significant relationship was determined between the individuals' social media use, holiday purchase and holiday motivation, and revisit levels. As a result, it has been concluded that the high level of participation of individuals using social media in purchasing a holiday, together with their socio-economic status, positively affects their holiday motivations and revisit attitudes. In addition, the information obtained can be useful for tourism businesses, travel agencies and businesses serving in the recreation industry. [ABSTRACT FROM AUTHOR]