Beş Yıldızlı Otellerin Instagram Kullanımı: Antalya, Sharm El Sheikh ve Balear Adaları Üzerine Karşılaştırmalı Analiz (Instagram Use by Five-Star Hotels: A Comparative Analysis of Antalya, Sharm El-Sheikh and the Balearic Islands)
DOI:
https://doi.org/10.63556/jotags.2026.1922Anahtar Kelimeler:
Sosyal medya etkileşimi- Instagram- Antalya-Türkiye- Sharm El Sheikh-Mısır- Balear Adaları-İspanyaÖz
Bu çalışma, Akdeniz çanağındaki Antalya, Sharm el-Sheikh ve Balear Adaları’nda faaliyet gösteren beş yıldızlı otellerin resmi Instagram hesaplarını temel alarak, Instagram kullanım performanslarını karşılaştırmalı olarak incelemeyi amaçlamaktadır. Bu doğrultuda çalışma, içerik kategorileri ve etkileşim düzeylerinin destinasyonlar arasında karşılaştırılmasını, Instagram performans metrikleri arasındaki ilişkilerin belirlenmesini ve içerik türlerine göre beğeni ile yorum performanslarının incelenmesini hedeflemektedir. Çalışmada, 60 otele ait resmi Instagram hesaplarından her bir otelin son 20 gönderisi dikkate alınarak paylaşılan toplam 2.400 gönderi (1.200 carousel ve 1.200 reels) nicel analiz yöntemleriyle değerlendirilmiştir. Bulgular, içerik türlerinin destinasyonlara göre farklılaştığını ortaya koymaktadır. Ayrıca sonuçlar, en yüksek takipçi sayısına sahip otellere ait Instagram hesaplarının her zaman en yüksek etkileşim oranına sahip olmadığını göstermektedir. Etkileşim açısından Antalya’nın, incelenen üç destinasyon arasında en güçlü konumda yer aldığı belirlenmiştir. İçerik kategorilerine ilişkin analizler, havuz–deniz–plaj ve mimari temalı paylaşımların beğeni performansı açısından öne çıktığını, sosyal sorumluluk temalı içeriklerin ise yorum etkileşimini daha fazla teşvik ettiğini göstermektedir. Bununla birlikte, Instagram performans metrikleri arasında anlamlı ilişkiler belirlenmiştir.
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