USE OF SOCIAL MEDIA IN DESTINATION PROMOTION

Abstract

With the increasing importance of communication in human life, the importance of this field has increased. On the other hand, communication is equally important for destinations with high competition. The destination needs effective communication resources to maintain its current existence and development. In this context, the aim of this research is to reveal the effect of the use of communication tools that are frequently used today, such as social media, on the promotion of the destination. Within the scope of the research, the social media accounts of the top organizations that play a key role in the promotion of the destination were examined by content analysis, one of the qualitative analysis methods. The research findings were limited to the province of Şanlıurfa and were obtained from the social media accounts of the organizations that are effective in the promotion of the destination. In the light of these data, it is seen that although the promotion of the destination is tried to be conducted well in Instagram and Twitter accounts, other social media accounts are insufficient in this regard. In addition to developing a different approach to the related field, this research provides original information since such a study related to the destination has not been conducted before.