Araştırma Makalesi
BibTex RIS Kaynak Göster

Can MEMEs affect destination awareness and destination choice? A study based on stimulus-organism-response model

Yıl 2023, Cilt: 5 Sayı: 2, 125 - 137, 31.12.2023
https://doi.org/10.53601/tourismandrecreation.1325906

Öz

MEMEs are an image presented about real or fictional entities, brands, or destinations. It is an important issue what effect MEMEs, which are frequently used especially among the young generation, have on awareness and choice. This study investigated 1) the relationships between a MEME’s entertainment value, attitude toward the MEME, destination awareness, and intention to visit; 2) the mediating effect of attitude toward a MEME on the relationship between the MEME’s entertainment value and destination awareness and intention to visit; 3) the moderating effect of like intention and share intention on the relationship between attitude toward the MEME and destination awareness and intention to visit. Data were collected between 1 December 2022 and 7 March 2023 using convenience sampling, yielding 294 valid responses. A survey was used as a data collection tool. The analysis revealed significant positive relationships between a MEME’s entertainment value and attitude toward MEME, between attitude toward a MEME and destination awareness, between attitude toward a MEME and intention to visit, and between destination awareness and intention to visit. In addition, attitude toward the MEME partially mediated the effect of the MEME’s entertainment value on destination awareness and behavioral intention. Finally, share intention moderated the relationship between attitude toward the MEME and destination awareness.

Etik Beyan

This study was carried out the decision of Isparta University of Applied Sciences Ethics Committee at its meeting dated 22.05.2023 and numbered 152/01.

Kaynakça

  • Abbas Naqvi, M. H., Jiang, Y., Miao, M. & Naqvi, M. H. (2020). The effect of social influence, trust, and entertainment value on social media use: Evidence from Pakistan. Cogent Business & Management, 7(1), 1723825. https://doi.org/10.1080/23311975.2020.1723825
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
  • Anderson, C., Keltner, D. & John, O. P. (2003). Emotional convergence between people over time. Journal of Personality and Social Psychology, 84(5), 1054-1068. https://doi.org/10.1037/0022-3514.84.5.1054
  • Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180. https://doi.org/10.1016/j.chb.2014.12.049
  • Baber, R. & Baber, P. (2023). Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, 2298-2316. https://doi.org/10.1108/JHTI-06-2022-0270
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/bf02723327
  • Bandura, A. & Walters, R. H. (1977). Social learning theory (Vol. 1). Prentice Hall: Englewood Cliffs.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
  • Benslimane, A. & Semaoune, K. (2021). An analysis of tourist's behavioural intention in the digital era: using a modified model of the reasoned action theory. International Journal of Marketing, Communication and New Media, 9(17), 4-26. https://doi.org/10.54663/2182-9306.2021.v9n17.4-26
  • Bilgihan, A., Barreda, A., Okumus, F. & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related online social networks. Tourism Management, 52, 287-296. https://doi.org/10.1016/j.tourman.2015.07.002
  • Börzsei, L. K. (2013). Makes a meme instead. The Selected Works of Linda Börzsei, 1-28.
  • Boley, B. B., Jordan, E. J., Kline, C. & Knollenberg, W. (2018). Social return and intent to travel. Tourism Management, 64, 119-128. https://doi.org/10.1016/j.tourman.2017.08.008
  • Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-Aho, V. & Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877-897. https://doi.org/10.1108/jstp-04-2016-0072
  • Boyd, R. & Richerson, P. J. (1994). The evolution of norms: An anthropological view. Journal of Institutional and Theoretical Economics, (1), 72-87.
  • Bury, B. (2016). Creative use of internet memes in advertising. World Scientific News, 57, 33-41.
  • Brown, D. & Hayes, N. (2008). Influencer marketing: Who really influences your customers?, Butterworth-Heinemann: Jordan Hill, Oxford, UK.
  • Chang, Y. T., Yu, H. & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. https://doi.org/10.1016/j.jbusres.2014.11.027
  • Chen, Y. C., Shang, R. A. & Li, M. J. (2014). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. Computers in Human Behavior, 30, 787-799. https://doi.org/10.1016/j.chb.2013.05.019
  • Chung, N. & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. https://doi.org/10.1016/j.tele.2014.08.005
  • Council of Higher Education (2023). YÖK Atlas, https://yokatlas.yok.gov.tr, Access date: 01.03.2023.
  • Dabbous, A. & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
  • Dawkins, R. (1976). The selfish gene. Oxford University Press, New York City.
  • De Vries, L., Gensler, S. & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M. & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. https://doi.org/10.1177/1356766719858644
  • Dedeoğlu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International Journal of Contemporary Hospitality Management, 31(1), 513–534. https://doi.org/10.1108/ijchm-10-2017-0691
  • Dobni, D. (2007). Entertainment value: The concept and its dimensions. Journal of Hospitality & Leisure Marketing, 15(4), 5-23. https://doi.org/10.1300/j150v15n04_02
  • Dynel, M. & Messerli, T. C. (2020). On a cross-cultural memescape: Switzerland through nation memes from within and from the outside. Contrastive Pragmatics, 1(2), 210-241. https://doi.org/10.1163/26660393-bja10007
  • Eagly, A. H. & Chaiken, S. (1993). The psychology of attitudes, Harcourt Brace Jovanovich College Publishers: Florida, USA.
  • Ervina, E. & Octaviany, V. (2022). The role of tourist attitude toward destination awareness, destination personality and future visit intention. Asia Pacific Management and Business Application, 11(1), 1-20. https://doi.org/10.21776/ub.apmba.2022.011.01.1
  • Evans, N. J., Phua, J., Lim, J. & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
  • Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140. https://doi.org/10.1177/001872675400700202
  • Forelle, M. C., Howard, P. N., Monroy-Hernandez, A. & Savage, S. (2015). Political bots and the manipulation of public opinion in Venezuela. SSRN Electronic Journal, 1–8. https://doi.org/10.2139/ssrn.2635800
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Gaffar, V., Tjahjono, B., Abdullah, T. & Sukmayadi, V. (2022). Like, tag and share: Bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451-470. https://doi.org/10.1108/tr-05-2020-0215
  • Górka, M. (2014). The meme as an example of carnivalized internet communication. Kwartalnik Naukowy OAP UW"e-Politikon", (9), 215-242.
  • Guadagno, R. E., Rempala, D. M., Murphy, S. & Okdie, B. M. (2013). What makes a video go viral? An analysis of emotional contagion and Internet memes. Computers in Human Behavior, 29(6), 2312-2319. https://doi.org/10.1016/j.chb.2013.04.016
  • Grundlingh, L. (2018). Memes as speech acts. Social Semiotics, 28(2), 147-168. https://doi.org/10.1080/10350330.2017.1303020
  • Hagger, M. S. (2019). The reasoned action approach and the theories of reasoned action and planned behavior. In D. S. Dunn (Ed.), Oxford Bibliographies in Psychology. Oxford University Press, New York.
  • Hair, J. F. JR., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
  • Hair, J. F., Black, W. O., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis a global perspective. Pearson: New Jersey.
  • Han, J. & Chen, H. (2022). Millennial social media users' intention to travel: The moderating role of social media influencer following behavior. International Hospitality Review, 36(2), 340-357. https://doi.org/10.1108/ihr-11-2020-0069
  • Hayes, J. L. & King, K. W. (2014). The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising, 14(2), 98-109. https://doi.org/10.1080/15252019.2014.942473
  • Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand diagnostics: Mapping branding effects using consumer associative networks. European Journal of Operational Research, 111(2), 306–327. https://doi.org/10.1016/s0377-2217(98)00151-9
  • Heylighen, F. & Chielens, K. (2009). Evolution of culture, memetics. In: Meyers, R.A. (Ed.), Encyclopedia of Complexity and Systems Science, 3205–3220, Springer, New York.
  • Ho, J. Y. & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. https://doi.org/10.1016/j.jbusres.2008.08.010
  • Horng, J. S., Liu, C. H., Chou, H. Y. & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824. https://doi.org/10.1016/j.tourman.2011.09.004
  • Horváth, D., & Mitev, A. (2016). Internet memes: The meteorites of the online world. Spontaneous Online Content with Corporate Relevance. In Advertising in New Formats and Media: Current Research and Implications for Marketers (pp. 243-262). Emerald Group Publishing Limited.
  • Hossain, M. A., Kim, M. & Jahan, N. (2019). Can “liking” behavior lead to usage intention on Facebook? Uses and gratification theory perspective. Sustainability, 11(4), 1166. https://doi.org/10.3390/su11041166
  • Hunter, G. L. (2006). The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits. International Journal of Retail & Distribution Management, 34(10), 709-721. https://doi.org/10.1108/09590550610691310
  • Isa, S. M. & Ramli, L. (2014). Factors influencing tourist visitation in marine tourism: lessons learned from FRI Aquarium Penang, Malaysia. International Journal of Culture, Tourism and Hospitality Research, 8(1), 103-117. https://doi.org/10.1108/ijcthr-04-2013-0016
  • Jung, J. M., Min, K. S. & Kellaris, J. J. (2011). The games people play: How the entertainment value of online ads helps or harms persuasion. Psychology & Marketing, 28(7), 661-681. https://doi.org/10.1002/mar.20406
  • Kelman, H. (1961). Processes of opinion change. Public Opinion Quarterly, 25, 57-78. https://doi.org/10.1086/266996
  • Kim, J. W. (2018). They liked and shared: Effects of social media virality metrics on perceptions of message influence and behavioral intentions. Computers in Human Behavior, 84, 153-161. https://doi.org/10.1016/j.chb.2018.01.030
  • Kim, S. S., Choe, J. Y. J. & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. https://doi.org/10.1016/j.jdmm.2018.03.006
  • Kim, W. H. & Chae, B. (2018). Understanding the relationship among resources, social media use and hotel performance: The case of Twitter use by hotels. International Journal of Contemporary Hospitality Management, 30(9), 2888-2907. https://doi.org/10.1108/ijchm-02-2017-0085
  • Klein, O. (2019). LOLitics: The content and impact of Dutch populist internet memes. SSRN Electronic Journal, 1-11. http://dx.doi.org/10.2139/ssrn.3371224
  • Kline, R. B. (1998). Principles and practice of structural equation modeling. The Guilford Press, New York.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling, 3rd ed., Guilford Publications, New York.
  • Kock, N. & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7), 1-40. https://doi.org/10.17705/1jais.00302
  • Konecnik, M. & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. https://doi.org/10.1016/j.annals.2006.10.005
  • Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589-599. https://doi.org/10.1016/j.tourman.2005.02.003
  • Lee, C. S., Goh, D. H. L., Chua, A. Y. & Ang, R. P. (2010). Indagator: Investigating perceived gratifications of an application that blends mobile content sharing with gameplay. Journal of the American Society for Information Science and Technology, 61(6), 1244-1257. https://doi.org/10.1002/asi.21305
  • Lee, H. H., Liang, C. H., Liao, S. Y. & Chen, H. S. (2019). Analyzing the intention of consumer purchasing behaviors in relation to internet memes using VAB model. Sustainability, 11(20), 5549. https://doi.org/10.3390/su11205549
  • Liu, H., Wu, L. & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355-369. https://doi.org/10.1177/0047287518761615
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Luo, J. M. & Ye, B. H. (2020). Role of generativity on tourists’ experience expectation, motivation and visit intention in museums. Journal of Hospitality and Tourism Management, 43, 120-126. https://doi.org/10.1016/j.jhtm.2020.03.002
  • Mahdawi, A. (2019). Meme tourism has turned the world into the seventh circle of selfie hell, https://www.theguardian.com/commentisfree/2019/oct/30/meme-tourism-has-turned-the-world-into-the-seventh-circle-of-selfie-hell, Access Date: 01.03.2023
  • Mehrabian, A. & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press: Massachusetts, ABD.
  • Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdóttir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678. https://doi.org/10.1016/j.jairtraman.2019.05.002
  • Milman, A. & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3), 21-27. https://doi.org/10.1177/004728759503300304
  • Miltner, K. M. (2018). Internet memes. The SAGE Handbook of Social Media, 55, 412-428. https://doi.org/10.4135/9781473984066.n23
  • Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. https://doi.org/10.1108/ijchm-07-2016-0340
  • Murray, N., Manrai, A. & Manrai, L. (2014). Memes, memetics and marketing: A state-of-the-art review and a lifecycle model of meme management in advertising. L. Moutinho, E. Bigné, & A. K. Manrai (Eds.), In The Routledge companion to the future of marketing (331–347). Routledge: London.
  • Olena, P., Iryna, V., Nataliia, K. & Volodymyr, F. E. D. (2020). Memes as the phenomenon of modern digital culture. Wisdom, 2(15), 45-55. https://doi.org/10.24234/wisdom.v15i2.361
  • Oliveira, T., Araujo, B. & Tam, C. (2020). Why do people share their travel experiences on social media?. Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
  • Owen, B. & Zatori, A. (2021). The rise of meme tourism: Tourism transformations towards ‘fifteen minutes of fame’. In Emerging Transformations in Tourism and Hospitality (pp. 127-141). Routledge: London.
  • Pajunen, S. (2017). Newfags don't remember Lörs lärä: Internet memes on an anonymous imageboard (Master's thesis). University of Tampere, Faculty of Communication Sciences Information Studies and Interactive Media.
  • Park, E., Rishika, R., Janakiraman, R., Houston, M. B. & Yoo, B. (2018). Social dollars in online communities: The effect of product, user, and network characteristics. Journal of Marketing, 82(1), 93-114. https://doi.org/10.1509/jm.16.0271
  • Peters, K. & Kashima, Y. (2007). From social talk to social action: shaping the social triad with emotion sharing. Journal of Personality and Social Psychology, 93(5), 780-797. https://doi.org/10.1037/0022-3514.93.5.780
  • Podsakoff, P. M., MacKenzie, S. B. & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539-569. https://doi.org/10.1146/annurev-psych-120710-100452
  • Plé, L. & Demangeot, C. (2020). Social contagion of online and offline deviant behaviors and its value outcomes: The case of tourism ecosystems. Journal of Business Research, 117, 886-896. https://doi.org/10.1016/j.jbusres.2019.06.002
  • Richins, H. (2000). Influences on tourism development decision making: Coastal local government areas in Eastern Australia. Journal of Sustainable Tourism, 8(3), 207-231. https://doi.org/10.1080/09669580008667359
  • Sedera, D., Lokuge, S., Atapattu, M. & Gretzel, U. (2017). Likes—The key to my happiness: The moderating effect of social influence on travel experience. Information & Management, 54(6), 825-836. https://doi.org/10.1016/j.im.2017.04.003
  • Sekaran, U. & Bougie, R. (2013). Research methods for business: A skill-building approach (Six Edition). John Wiley & Sons Inc: New York.
  • Sigala, M. (2018). Implementing social customer relationship management: A process framework and implications in tourism and hospitality. International Journal of Contemporary Hospitality Management, 30(7), 2698-2726. https://doi.org/10.1108/ijchm-10-2015-0536
  • Schoner-Schatz, L., Hofmann, V. & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing & Management, 22, 100661. https://doi.org/10.1016/j.jdmm.2021.100661
  • Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons. New Jersey: ABD.
  • Shin, H. H. & Jeong, M. (2022). Does a virtual trip evoke travelers’ nostalgia and derive intentions to visit the destination, a similar destination, and share?: Nostalgia-motivated tourism. Journal of Travel & Tourism Marketing, 39(1), 1-17. https://doi.org/10.1080/10548408.2022.2044972
  • Shwartz-Asher, D., Chun, S., Adam, N. R. & Snider, K. L. (2020). Knowledge sharing behaviors in social media. Technology in Society, 63, 101426. https://doi.org/10.1016/j.techsoc.2020.101426
  • Swant, M. (2016). Twitter says users now trust influencers nearly as much as their friends, http://www.adweek.com/news/technology/twitter-says-users-now-trust-influencers-nearly-much-theirfriends-171367, Access Date: 01.03.2023.
  • Teng, H., Lo, C. F. & Lee, H. H. (2022). How do internet memes affect brand image?. Online Information Review, 46(2), 304-318. https://doi.org/10.1108/oir-05-2020-0192
  • Turner, J. C. (1991). Social influence. Thomson Brooks/Cole Publishing Co.: Pasific Grove, Kanada.
  • Van Niekerk, M. & Saayman, M. (2013). The influences of tourism awareness on the travel patterns and career choices of high school students in South Africa. Tourism Review, 68(4), 19-33. https://doi.org/10.1108/tr-09-2013-0049
  • Verhagen, T., Feldberg, F., van den Hooff, B., Meents, S. & Merikivi, J. (2012). Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing. Computers in Human Behavior, 28(2), 484-495. https://doi.org/10.1016/j.chb.2011.10.020
  • Vila, N. A., Brea, J. A. F. & de Carlos, P. (2021). Film tourism in Spain: Destination awareness and visit motivation as determinants to visit places seen in TV series. European Research on Management and Business Economics, 27(1), 100135. https://doi.org/10.1016/j.iedeen.2020.100135
  • Wagener, A. (2021). The postdigital emergence of memes and GIFs: Meaning, discourse, and hypernarrative creativity. Postdigital Science and Education, 3(3), 831-850. https://doi.org/10.1007/s42438-020-00160-1
  • Wang, J. & Ritchie, B. W. (2012). Understanding accommodation managers’ crisis planning intention: An application of the theory of planned behaviour. Tourism Management, 33(5), 1057-1067. https://doi.org/10.1016/j.tourman.2011.12.006
  • Wen, S., Jiang, J., Xiang, Y., Yu, S., Zhou, W. & Jia, W. (2014). To shut them up or to clarify: restraining the spread of rumors in online social networks. IEEE Transactions on Parallel and Distributed Systems, 25(12), 3306-3316. https://doi.org/10.1109/tpds.2013.2297115
  • Wiggins, B. E. & Bowers, G. B. (2015). Memes as genre: A structurational analysis of the memescape. New Media & Society, 17(11), 1886-1906. https://doi.org/10.1177/1461444814535194
  • Winter, S., Brückner, C. & Krämer, N. C. (2015). They came, they liked, they commented: Social influence on Facebook news channels. Cyberpsychology, Behavior, and Social Networking, 18(8), 431-436. https://doi.org/10.1089/cyber.2015.0005
  • Wheaton, B. (1987). Assessment of fit in over identified models with latent variables. Sociological Methods and Research, 16(1), 118–154. https://doi.org/10.1177/0049124187016001005
  • Yhee, Y., Goo, J. & Koo, C. (2021). Meme tourism: a conceptual framework. In Information and Communication Technologies in Tourism 2021: Proceedings of the ENTER 2021 eTourism Conference, January 19–22, 2021 (pp. 328-333). Cham: Springer International Publishing.
  • Zikmund, W. G. (2003). Business research methods (7th ed.). Mason, OH: Thomson/South-Western.

MEME’ler destinasyon farkındalığı ve destinasyon seçimini etkileyebilir mi? Uyaran-organizma-tepki modeline dayalı bir çalışma

Yıl 2023, Cilt: 5 Sayı: 2, 125 - 137, 31.12.2023
https://doi.org/10.53601/tourismandrecreation.1325906

Öz

MEME’ler, gerçek veya kurgusal varlıklar, markalar veya destinasyonlar hakkında sunulan görsellerdir. Özellikle genç nesil arasında sıkça kullanılan MEME’lerin bilinirlik ve tercih üzerindeki etkileri önemli bir konudur.Bu çalışmada, 1) MEME’nin eğlence değeri, MEME’ye yönelik tutum, destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişkiler; 2) MEME’ye yönelik tutumun, MEME’nin eğlence değeri ile destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişki üzerindeki aracılık etkisi; 3) MEME’ye yönelik tutum ile destinasyon farkındalığı ve ziyaret etme niyeti arasındaki ilişkide beğenme niyetinin ve paylaşma niyetinin düzenleyici etkisi araştırılmıştır. Veriler, 1 Aralık 2022 ile 7 Mart 2023 arasında kolayda örnekleme yöntemi kullanılarak toplanmıştır. Veri toplama süreci sonunda 294 geçerli veri elde edilmiştir. Veri toplama aracı olarak anket kullanılmıştır. Analizler sonucunda, MEME’nin eğlence değeri ile MEME’ye yönelik tutum arasında, MEME’ye yönelik tutum ile destinasyon farkındalığı arasında, MEME’ye yönelik tutum ile ziyaret etme niyeti arasında ve destinasyon farkındalığı ile ziyaret etme niyeti arasında anlamlı ve pozitif ilişkiler olduğunu bulgulanmıştır. Bunlara ek olarak, MEME’ye yönelik tutumun, MEME’nin eğlence değerinin destinasyon farkındalığı ve davranışsal niyet üzerindeki etkisinde kısmi aracılık rolü oynadığı tespit edilmiştir. Son olarak, paylaşma niyetinin, MEME’ye yönelik tutum ile destinasyon farkındalığı arasındaki düzenleyici rol oynadığı görülmüştür.

Kaynakça

  • Abbas Naqvi, M. H., Jiang, Y., Miao, M. & Naqvi, M. H. (2020). The effect of social influence, trust, and entertainment value on social media use: Evidence from Pakistan. Cogent Business & Management, 7(1), 1723825. https://doi.org/10.1080/23311975.2020.1723825
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
  • Anderson, C., Keltner, D. & John, O. P. (2003). Emotional convergence between people over time. Journal of Personality and Social Psychology, 84(5), 1054-1068. https://doi.org/10.1037/0022-3514.84.5.1054
  • Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180. https://doi.org/10.1016/j.chb.2014.12.049
  • Baber, R. & Baber, P. (2023). Influence of social media marketing efforts, e-reputation and destination image on intention to visit among tourists: application of S-O-R model. Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, 2298-2316. https://doi.org/10.1108/JHTI-06-2022-0270
  • Bagozzi, R. P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74-94. https://doi.org/10.1007/bf02723327
  • Bandura, A. & Walters, R. H. (1977). Social learning theory (Vol. 1). Prentice Hall: Englewood Cliffs.
  • Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173
  • Benslimane, A. & Semaoune, K. (2021). An analysis of tourist's behavioural intention in the digital era: using a modified model of the reasoned action theory. International Journal of Marketing, Communication and New Media, 9(17), 4-26. https://doi.org/10.54663/2182-9306.2021.v9n17.4-26
  • Bilgihan, A., Barreda, A., Okumus, F. & Nusair, K. (2016). Consumer perception of knowledge-sharing in travel-related online social networks. Tourism Management, 52, 287-296. https://doi.org/10.1016/j.tourman.2015.07.002
  • Börzsei, L. K. (2013). Makes a meme instead. The Selected Works of Linda Börzsei, 1-28.
  • Boley, B. B., Jordan, E. J., Kline, C. & Knollenberg, W. (2018). Social return and intent to travel. Tourism Management, 64, 119-128. https://doi.org/10.1016/j.tourman.2017.08.008
  • Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-Aho, V. & Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27(4), 877-897. https://doi.org/10.1108/jstp-04-2016-0072
  • Boyd, R. & Richerson, P. J. (1994). The evolution of norms: An anthropological view. Journal of Institutional and Theoretical Economics, (1), 72-87.
  • Bury, B. (2016). Creative use of internet memes in advertising. World Scientific News, 57, 33-41.
  • Brown, D. & Hayes, N. (2008). Influencer marketing: Who really influences your customers?, Butterworth-Heinemann: Jordan Hill, Oxford, UK.
  • Chang, Y. T., Yu, H. & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and message diffusion in social media marketing. Journal of Business Research, 68(4), 777-782. https://doi.org/10.1016/j.jbusres.2014.11.027
  • Chen, Y. C., Shang, R. A. & Li, M. J. (2014). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. Computers in Human Behavior, 30, 787-799. https://doi.org/10.1016/j.chb.2013.05.019
  • Chung, N. & Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229. https://doi.org/10.1016/j.tele.2014.08.005
  • Council of Higher Education (2023). YÖK Atlas, https://yokatlas.yok.gov.tr, Access date: 01.03.2023.
  • Dabbous, A. & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
  • Dawkins, R. (1976). The selfish gene. Oxford University Press, New York City.
  • De Vries, L., Gensler, S. & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M. & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. https://doi.org/10.1177/1356766719858644
  • Dedeoğlu, B. B. (2019). Are information quality and source credibility really important for shared content on social media? The moderating role of gender. International Journal of Contemporary Hospitality Management, 31(1), 513–534. https://doi.org/10.1108/ijchm-10-2017-0691
  • Dobni, D. (2007). Entertainment value: The concept and its dimensions. Journal of Hospitality & Leisure Marketing, 15(4), 5-23. https://doi.org/10.1300/j150v15n04_02
  • Dynel, M. & Messerli, T. C. (2020). On a cross-cultural memescape: Switzerland through nation memes from within and from the outside. Contrastive Pragmatics, 1(2), 210-241. https://doi.org/10.1163/26660393-bja10007
  • Eagly, A. H. & Chaiken, S. (1993). The psychology of attitudes, Harcourt Brace Jovanovich College Publishers: Florida, USA.
  • Ervina, E. & Octaviany, V. (2022). The role of tourist attitude toward destination awareness, destination personality and future visit intention. Asia Pacific Management and Business Application, 11(1), 1-20. https://doi.org/10.21776/ub.apmba.2022.011.01.1
  • Evans, N. J., Phua, J., Lim, J. & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885
  • Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117-140. https://doi.org/10.1177/001872675400700202
  • Forelle, M. C., Howard, P. N., Monroy-Hernandez, A. & Savage, S. (2015). Political bots and the manipulation of public opinion in Venezuela. SSRN Electronic Journal, 1–8. https://doi.org/10.2139/ssrn.2635800
  • Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Gaffar, V., Tjahjono, B., Abdullah, T. & Sukmayadi, V. (2022). Like, tag and share: Bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451-470. https://doi.org/10.1108/tr-05-2020-0215
  • Górka, M. (2014). The meme as an example of carnivalized internet communication. Kwartalnik Naukowy OAP UW"e-Politikon", (9), 215-242.
  • Guadagno, R. E., Rempala, D. M., Murphy, S. & Okdie, B. M. (2013). What makes a video go viral? An analysis of emotional contagion and Internet memes. Computers in Human Behavior, 29(6), 2312-2319. https://doi.org/10.1016/j.chb.2013.04.016
  • Grundlingh, L. (2018). Memes as speech acts. Social Semiotics, 28(2), 147-168. https://doi.org/10.1080/10350330.2017.1303020
  • Hagger, M. S. (2019). The reasoned action approach and the theories of reasoned action and planned behavior. In D. S. Dunn (Ed.), Oxford Bibliographies in Psychology. Oxford University Press, New York.
  • Hair, J. F. JR., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
  • Hair, J. F., Black, W. O., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2006). Multivariate data analysis a global perspective. Pearson: New Jersey.
  • Han, J. & Chen, H. (2022). Millennial social media users' intention to travel: The moderating role of social media influencer following behavior. International Hospitality Review, 36(2), 340-357. https://doi.org/10.1108/ihr-11-2020-0069
  • Hayes, J. L. & King, K. W. (2014). The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising, 14(2), 98-109. https://doi.org/10.1080/15252019.2014.942473
  • Henderson, G. R., Iacobucci, D., & Calder, B. J. (1998). Brand diagnostics: Mapping branding effects using consumer associative networks. European Journal of Operational Research, 111(2), 306–327. https://doi.org/10.1016/s0377-2217(98)00151-9
  • Heylighen, F. & Chielens, K. (2009). Evolution of culture, memetics. In: Meyers, R.A. (Ed.), Encyclopedia of Complexity and Systems Science, 3205–3220, Springer, New York.
  • Ho, J. Y. & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63(9-10), 1000-1006. https://doi.org/10.1016/j.jbusres.2008.08.010
  • Horng, J. S., Liu, C. H., Chou, H. Y. & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824. https://doi.org/10.1016/j.tourman.2011.09.004
  • Horváth, D., & Mitev, A. (2016). Internet memes: The meteorites of the online world. Spontaneous Online Content with Corporate Relevance. In Advertising in New Formats and Media: Current Research and Implications for Marketers (pp. 243-262). Emerald Group Publishing Limited.
  • Hossain, M. A., Kim, M. & Jahan, N. (2019). Can “liking” behavior lead to usage intention on Facebook? Uses and gratification theory perspective. Sustainability, 11(4), 1166. https://doi.org/10.3390/su11041166
  • Hunter, G. L. (2006). The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits. International Journal of Retail & Distribution Management, 34(10), 709-721. https://doi.org/10.1108/09590550610691310
  • Isa, S. M. & Ramli, L. (2014). Factors influencing tourist visitation in marine tourism: lessons learned from FRI Aquarium Penang, Malaysia. International Journal of Culture, Tourism and Hospitality Research, 8(1), 103-117. https://doi.org/10.1108/ijcthr-04-2013-0016
  • Jung, J. M., Min, K. S. & Kellaris, J. J. (2011). The games people play: How the entertainment value of online ads helps or harms persuasion. Psychology & Marketing, 28(7), 661-681. https://doi.org/10.1002/mar.20406
  • Kelman, H. (1961). Processes of opinion change. Public Opinion Quarterly, 25, 57-78. https://doi.org/10.1086/266996
  • Kim, J. W. (2018). They liked and shared: Effects of social media virality metrics on perceptions of message influence and behavioral intentions. Computers in Human Behavior, 84, 153-161. https://doi.org/10.1016/j.chb.2018.01.030
  • Kim, S. S., Choe, J. Y. J. & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329. https://doi.org/10.1016/j.jdmm.2018.03.006
  • Kim, W. H. & Chae, B. (2018). Understanding the relationship among resources, social media use and hotel performance: The case of Twitter use by hotels. International Journal of Contemporary Hospitality Management, 30(9), 2888-2907. https://doi.org/10.1108/ijchm-02-2017-0085
  • Klein, O. (2019). LOLitics: The content and impact of Dutch populist internet memes. SSRN Electronic Journal, 1-11. http://dx.doi.org/10.2139/ssrn.3371224
  • Kline, R. B. (1998). Principles and practice of structural equation modeling. The Guilford Press, New York.
  • Kline, R. B. (2011). Principles and practice of structural equation modeling, 3rd ed., Guilford Publications, New York.
  • Kock, N. & Lynn, G. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7), 1-40. https://doi.org/10.17705/1jais.00302
  • Konecnik, M. & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421. https://doi.org/10.1016/j.annals.2006.10.005
  • Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589-599. https://doi.org/10.1016/j.tourman.2005.02.003
  • Lee, C. S., Goh, D. H. L., Chua, A. Y. & Ang, R. P. (2010). Indagator: Investigating perceived gratifications of an application that blends mobile content sharing with gameplay. Journal of the American Society for Information Science and Technology, 61(6), 1244-1257. https://doi.org/10.1002/asi.21305
  • Lee, H. H., Liang, C. H., Liao, S. Y. & Chen, H. S. (2019). Analyzing the intention of consumer purchasing behaviors in relation to internet memes using VAB model. Sustainability, 11(20), 5549. https://doi.org/10.3390/su11205549
  • Liu, H., Wu, L. & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research, 58(3), 355-369. https://doi.org/10.1177/0047287518761615
  • Lou, C. & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
  • Luo, J. M. & Ye, B. H. (2020). Role of generativity on tourists’ experience expectation, motivation and visit intention in museums. Journal of Hospitality and Tourism Management, 43, 120-126. https://doi.org/10.1016/j.jhtm.2020.03.002
  • Mahdawi, A. (2019). Meme tourism has turned the world into the seventh circle of selfie hell, https://www.theguardian.com/commentisfree/2019/oct/30/meme-tourism-has-turned-the-world-into-the-seventh-circle-of-selfie-hell, Access Date: 01.03.2023
  • Mehrabian, A. & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press: Massachusetts, ABD.
  • Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdóttir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678. https://doi.org/10.1016/j.jairtraman.2019.05.002
  • Milman, A. & Pizam, A. (1995). The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3), 21-27. https://doi.org/10.1177/004728759503300304
  • Miltner, K. M. (2018). Internet memes. The SAGE Handbook of Social Media, 55, 412-428. https://doi.org/10.4135/9781473984066.n23
  • Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International Journal of Contemporary Hospitality Management, 30(1), 343-364. https://doi.org/10.1108/ijchm-07-2016-0340
  • Murray, N., Manrai, A. & Manrai, L. (2014). Memes, memetics and marketing: A state-of-the-art review and a lifecycle model of meme management in advertising. L. Moutinho, E. Bigné, & A. K. Manrai (Eds.), In The Routledge companion to the future of marketing (331–347). Routledge: London.
  • Olena, P., Iryna, V., Nataliia, K. & Volodymyr, F. E. D. (2020). Memes as the phenomenon of modern digital culture. Wisdom, 2(15), 45-55. https://doi.org/10.24234/wisdom.v15i2.361
  • Oliveira, T., Araujo, B. & Tam, C. (2020). Why do people share their travel experiences on social media?. Tourism Management, 78, 104041. https://doi.org/10.1016/j.tourman.2019.104041
  • Owen, B. & Zatori, A. (2021). The rise of meme tourism: Tourism transformations towards ‘fifteen minutes of fame’. In Emerging Transformations in Tourism and Hospitality (pp. 127-141). Routledge: London.
  • Pajunen, S. (2017). Newfags don't remember Lörs lärä: Internet memes on an anonymous imageboard (Master's thesis). University of Tampere, Faculty of Communication Sciences Information Studies and Interactive Media.
  • Park, E., Rishika, R., Janakiraman, R., Houston, M. B. & Yoo, B. (2018). Social dollars in online communities: The effect of product, user, and network characteristics. Journal of Marketing, 82(1), 93-114. https://doi.org/10.1509/jm.16.0271
  • Peters, K. & Kashima, Y. (2007). From social talk to social action: shaping the social triad with emotion sharing. Journal of Personality and Social Psychology, 93(5), 780-797. https://doi.org/10.1037/0022-3514.93.5.780
  • Podsakoff, P. M., MacKenzie, S. B. & Podsakoff, N. P. (2012). Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology, 63, 539-569. https://doi.org/10.1146/annurev-psych-120710-100452
  • Plé, L. & Demangeot, C. (2020). Social contagion of online and offline deviant behaviors and its value outcomes: The case of tourism ecosystems. Journal of Business Research, 117, 886-896. https://doi.org/10.1016/j.jbusres.2019.06.002
  • Richins, H. (2000). Influences on tourism development decision making: Coastal local government areas in Eastern Australia. Journal of Sustainable Tourism, 8(3), 207-231. https://doi.org/10.1080/09669580008667359
  • Sedera, D., Lokuge, S., Atapattu, M. & Gretzel, U. (2017). Likes—The key to my happiness: The moderating effect of social influence on travel experience. Information & Management, 54(6), 825-836. https://doi.org/10.1016/j.im.2017.04.003
  • Sekaran, U. & Bougie, R. (2013). Research methods for business: A skill-building approach (Six Edition). John Wiley & Sons Inc: New York.
  • Sigala, M. (2018). Implementing social customer relationship management: A process framework and implications in tourism and hospitality. International Journal of Contemporary Hospitality Management, 30(7), 2698-2726. https://doi.org/10.1108/ijchm-10-2015-0536
  • Schoner-Schatz, L., Hofmann, V. & Stokburger-Sauer, N. E. (2021). Destination’s social media communication and emotions: An investigation of visit intentions, word-of-mouth and travelers’ facially expressed emotions. Journal of Destination Marketing & Management, 22, 100661. https://doi.org/10.1016/j.jdmm.2021.100661
  • Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons. New Jersey: ABD.
  • Shin, H. H. & Jeong, M. (2022). Does a virtual trip evoke travelers’ nostalgia and derive intentions to visit the destination, a similar destination, and share?: Nostalgia-motivated tourism. Journal of Travel & Tourism Marketing, 39(1), 1-17. https://doi.org/10.1080/10548408.2022.2044972
  • Shwartz-Asher, D., Chun, S., Adam, N. R. & Snider, K. L. (2020). Knowledge sharing behaviors in social media. Technology in Society, 63, 101426. https://doi.org/10.1016/j.techsoc.2020.101426
  • Swant, M. (2016). Twitter says users now trust influencers nearly as much as their friends, http://www.adweek.com/news/technology/twitter-says-users-now-trust-influencers-nearly-much-theirfriends-171367, Access Date: 01.03.2023.
  • Teng, H., Lo, C. F. & Lee, H. H. (2022). How do internet memes affect brand image?. Online Information Review, 46(2), 304-318. https://doi.org/10.1108/oir-05-2020-0192
  • Turner, J. C. (1991). Social influence. Thomson Brooks/Cole Publishing Co.: Pasific Grove, Kanada.
  • Van Niekerk, M. & Saayman, M. (2013). The influences of tourism awareness on the travel patterns and career choices of high school students in South Africa. Tourism Review, 68(4), 19-33. https://doi.org/10.1108/tr-09-2013-0049
  • Verhagen, T., Feldberg, F., van den Hooff, B., Meents, S. & Merikivi, J. (2012). Understanding users’ motivations to engage in virtual worlds: A multipurpose model and empirical testing. Computers in Human Behavior, 28(2), 484-495. https://doi.org/10.1016/j.chb.2011.10.020
  • Vila, N. A., Brea, J. A. F. & de Carlos, P. (2021). Film tourism in Spain: Destination awareness and visit motivation as determinants to visit places seen in TV series. European Research on Management and Business Economics, 27(1), 100135. https://doi.org/10.1016/j.iedeen.2020.100135
  • Wagener, A. (2021). The postdigital emergence of memes and GIFs: Meaning, discourse, and hypernarrative creativity. Postdigital Science and Education, 3(3), 831-850. https://doi.org/10.1007/s42438-020-00160-1
  • Wang, J. & Ritchie, B. W. (2012). Understanding accommodation managers’ crisis planning intention: An application of the theory of planned behaviour. Tourism Management, 33(5), 1057-1067. https://doi.org/10.1016/j.tourman.2011.12.006
  • Wen, S., Jiang, J., Xiang, Y., Yu, S., Zhou, W. & Jia, W. (2014). To shut them up or to clarify: restraining the spread of rumors in online social networks. IEEE Transactions on Parallel and Distributed Systems, 25(12), 3306-3316. https://doi.org/10.1109/tpds.2013.2297115
  • Wiggins, B. E. & Bowers, G. B. (2015). Memes as genre: A structurational analysis of the memescape. New Media & Society, 17(11), 1886-1906. https://doi.org/10.1177/1461444814535194
  • Winter, S., Brückner, C. & Krämer, N. C. (2015). They came, they liked, they commented: Social influence on Facebook news channels. Cyberpsychology, Behavior, and Social Networking, 18(8), 431-436. https://doi.org/10.1089/cyber.2015.0005
  • Wheaton, B. (1987). Assessment of fit in over identified models with latent variables. Sociological Methods and Research, 16(1), 118–154. https://doi.org/10.1177/0049124187016001005
  • Yhee, Y., Goo, J. & Koo, C. (2021). Meme tourism: a conceptual framework. In Information and Communication Technologies in Tourism 2021: Proceedings of the ENTER 2021 eTourism Conference, January 19–22, 2021 (pp. 328-333). Cham: Springer International Publishing.
  • Zikmund, W. G. (2003). Business research methods (7th ed.). Mason, OH: Thomson/South-Western.
Toplam 103 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Turizm (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Ali Dalgıç 0000-0002-5575-4825

Emre Yaşar 0000-0003-1573-0930

Ayşegül Demircioğlu 0000-0002-8654-1259

Yayımlanma Tarihi 31 Aralık 2023
Gönderilme Tarihi 11 Temmuz 2023
Kabul Tarihi 29 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 5 Sayı: 2

Kaynak Göster

APA Dalgıç, A., Yaşar, E., & Demircioğlu, A. (2023). Can MEMEs affect destination awareness and destination choice? A study based on stimulus-organism-response model. Tourism and Recreation, 5(2), 125-137. https://doi.org/10.53601/tourismandrecreation.1325906