Akademik Veri Yönetim Sistemi
CURRENT ISSUES IN TOURISM, ss.1-16, 2024 (SSCI)
The concept of ‘de-influencing’, which has emerged as a new movement
aiming not to consume in the consumer society, is gaining more
popularity on social media. However, the concept of ‘de-influencing’
has not been fully understood. This has made it a necessity to define
the ‘de-influencing’ concept. In addition, the conceptualisation and
determination of the categories of ‘de-influencing travel’, which aims to
reduce consumption in the context of tourist products, will be an
important milestone in understanding and implementing the concept.
Accordingly, to understand and define what the concepts of ‘deinfluencing’ are, 10,365 contents shared by 26 de-influencers on Tiktok,
which is the platform where the concept emerged first, was examined
in the study. The posts tagged as de-influencing travel’ and ‘deinfluencing’ on Tiktok, Instagram, Youtube, Facebook and Reddit, which
are the most commonly used social media platforms, were searched
and out of 12,283 content, 1152 posts related to tourism were
subjected to content analysis. With the content analysis, 10 categories
related to de-influencing travel were obtained: hype, inappropriate,
show alternative, unreliable influencer content, overprice, overconsumerism, sustainability, impulsive purchasing, saving money and
complaining. The research findings provide original suggestions to
tourism enterprises, researchers and social media phenomena.