The role of the use of social media in hotel preferences of tourists in Turkey: a case of winter tourism

The research aims to determine the role of social media use by tourists staying in hotels in ski resorts in Turkey in hotel preference. In winter 2022, 1178 valid data obtained by face-to-face survey method from hotel visitors and social media were analyzed using Smart PLS-SEM. As a result of the research, it has been determined that there is a positive and meaningful relationship between the interaction and accessibility features of social media, affecting the trust, perceived usefulness and perceived entertainment levels of the tourists participating in winter tourism in the hotel preference, and tourists’ continuing use of social media in hotel preferences.