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    Turizm pazarlamasında sosyal medya kullanımı: Tur firmalarının ınstagram hesapları üzerine bir inceleme
    (Hitit Üniversitesi, 2025) Mahmudov, Turkesh; Daldal, Kübra Müge
    With the widespread use of digital communication tools today, social media has become an important strategic element in tourism marketing. Social media platforms allow users to share their experiences, obtain information about destinations, and directly communicate with service providers. Especially visually oriented platforms such as Instagram stand out in the promotion and marketing of products and services in the tourism sector. Therefore, content creation and the marketing of products and services to large audiences through shared posts on social media platforms have gained great importance. Content production is not only dependent on a single center but can also be carried out by all users. Thus, in reaching large audiences, it is again the users who determine which content will be effective within the context of the subject it covers. However, questions arise as to what type of content should be produced in tourism marketing on these platforms, how the produced content influences or will influence this purpose, and how content creation and effective use can be ensured in reaching audiences. This study seeks to answer these questions and aims to provide guidance for tour companies. In the first part of the thesis, social media and its use in tourism marketing are addressed from a conceptual perspective. In the second part, a study was conducted on the use of Instagram by tour companies, and the use of this platform was evaluated in terms of marketing activities. The study employed the content analysis method, examining the Instagram accounts of tour companies. As a result of analyzing the use of content and platform tools, it was determined in which format potentially effective content was shared, which information was prioritized, and in what style and design it was presented. At the same time, the use of the tools offered by the platform was also observed. These findings revealed which types of content consumers prioritize in touristic services and products on social media platforms, and they shed light on tour companies' marketing activities through social media.