Konakalma İşletmelerinin Sosyal Medya Kullanım Şekillerinin Tüketici Satın Alma Niyeti Üzerindeki Etkisi The Affect of Social Media Usage Forms of Accomodation Businesses on Consumer’s Purchasing Intentions

İnternetin yaygınlaşması ve kullanımın artışı aynı zamanda sosyal medyanın kullanımını ve etkisini arttırmıştır. Sosyal medyanın, seyahat edenlerin turistik ürün tercihleri ve karar verme süreci üzerindeki etkisi de yadsınamaz derecede büyük bir öneme sahiptir. Bu bağlamda çalışmanın amacı konaklama işletmelerinin (K.İ) sosyal medya kullanım şekillerini ortaya çıkarmak ve bu kullanım şekillerinin tüketicilerin satın alma niyetleri üzerinde etkisini incelemektir. Bu amaç doğrultusunda son bir yıl içerisinde turizm faaliyetlerine en az bir kez katılmış tüketicilerden basit tesadüfiörnekleme yöntemi ile seçilen 1101kişiye anket uygulanmıştır. Elde edilen veriler istatistik paket programı aracılığıyla analiz edilmiştir. Araştırmanın sonuçlarına göre, K.İ.’ninsosyal medya kullanım şekilleri somutlaştırma1, somutlaştırma2, sosyalleşme, mobilleşme ve oyunlaştırma olarak ifade edilen beş boyutta ortaya çıkmıştır. Bununla birlikte K.İ.’nin, sundukları hizmetlerin tüketicilerin zihninde somutlaşması adına, sosyal ağlarda gerçekleştirdikleri paylaşımlarından video ve resimlerin diğerlerine göre daha etkili olduğu, diğer tüketicilerinK.İ.’ninprofillerinde yaptıkları paylaşımlardan ise çevrimiçi metinsel içeriklerin diğer paylaşımlarına göre daha etkili olduğusonucuna ulaşılmıştır. Son olarak regresyon analizi sonuçlarına göre K.İ’nin sosyal medya kullanım şekilleri tüketicilerin satın alama niyetlerini etkilemekte ve tüketicilerde konaklama işletmelerine ilişkin satın alma niyeti oluşması üzerindeki değişimlerin %30’nun işletmelerinin sosyal medya kullanım şekillerinden kaynakladığı gözlemlenmektedir. 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

Otel İşletmeleri Instagram Paylaşımlarının Sosyal Medya Pazarlaması Kapsamında İçerik Analizi Yöntemi İle Değerlendirilmesi - Evaluation of Hotel Management Instagram Sharings with Content Analysis Method Within Social Media Marketing

It is seen that usage of social media in order to communicate with consumers to have relation and to create awareness of brand has increased dramatically in tourism sector as well as in other sectors. There are some risks during buying process for travellers due to difficulty in deciding before consumption since tourism product depends on experience and abstract structure of service provided. Therefore, social media tools which provides high quality visualizations that supports communication efforts of hotel managements with consumers and making the service concrete become important. Depending on that, the main aim of this study examination of applications of hotel managements on Instagram as a photo based social media tool and analyzing whether there is a difference between their photo preferences depending on their type or not. Based on this aim, between 10-15 August, 2015, sharings of hotel managements which are within the best hotel category for Turkey advertised by TripAdvisor and which use Instagram are examined by content analysis method. Also chi-square is used to analyze whether there is a relationship between types of hotel managements and their sharings or not. Kruskal Wallis H is used in order to determine whether there is a relationship between content themes and interaction of followers with the management. Accoırding to results of the study, photo sharings of managements fall under 11 themes, it is seen that there are significant differences between sharings of city and coast hotels. Besides, some suggestions are offered for hotel managements at the end of the study

Repeated dose of ketamine effect to the rat hippocampus tissue

Aim: We aimed to determine the neurotoxic effect of repeated ketamine administration on brain tissue and if neurotoxic effect was present, whether this effect continued 16 days later using histological stereological method, a quantitative and objective method. Materials and Methods: Female rats were divided into three groups, each containing five rats. Rats in Group I were given 0.9% saline solution 4 times a day for 5 days. The rats in Groups II and III were given ketamine as intraperitoneal injections. Rats in Groups I and II were sacrificed on 5 th day while the ones in Group III on 21 st day. Cornu ammonis (CA) and gyrus dentatus (GD) regions in hippocampus tissue of rats were studied using optic fractionation method. Findings: There were significantly less number of cells in hippocampal CA and GD regions of rats from Groups II and III compared to the ones from Group I. Difference in cell number was also significantly higher in Group III than in Group II, but this difference was not as pronounced as the one between Groups III and I. Conclusion: Repeated ketamine doses caused neurotoxicity in rat hippocampus