Özet:
The aim of the study is to measure the impact of Travel 2.0 technologies on international tourist arrivals. Specifically, there hardly exists comprehensive work in this research area. To address this gap, this study develops a conceptual model and conducts a multiple regression analysis. The international tourist arrivals by country of destination is the dependent variable; whereas, the average monthly visit to DMO’s website, the number of reviews and opinions on tripadvisor.com, the number of listed properties on booking.com, and the number of listed tours on viator.com are the independent variables. Results show that Travel 2.0 technologies that are mostly used are reviews and opinions, bookings systems, and the touristic activity listing with a 56.5 percent impact on international tourist arrivals. Additionally, results indicate that there is a positive influence of the number of listed properties on booking.com on the international tourist arrivals by country of destination. This depicts that rich accommodation opportunities can create a direct touristic interest and bookings for the destination. Results also emphasize that tourists give priority respectively to the accommodation facilities and reliable information based on experiences of other travelers rather than websites belonging to the destination or the country's officials, activities and things to do. This research attempts to create a conceptual model linking Travel 2.0 technologies and the international tourist arrivals by country of destination and aims to shed light on future studies in this area.
