Understanding Components of The Memorable Ethnic Food Experience: A Case of Turkish Cuisine in London

Year 2024, Volume: 7 Issue: 2, 543 - 554, 30.07.2024

Davut Kodaş

https://doi.org/10.53353/atrss.1493814

Abstract

The primary goal of this study is to understand the memorable ethnic food experience of Turkish cuisine in London. To achieve the aim of the study, netnography approach, which is a qualitative study method, was used to ascertain the components of the memorable ethnic food experience via the User-Generated Content (UGC) technique. The data was garnered via TripAdvisor from consumers’ reviews posted regarding their food experience of Turkish food (n: 2324). The findings of this study posed that the memorable ethnic food experience has five main components: hospitality and social interaction, taste, and food characteristics, servicescape, authenticity, satisfaction, recommendation, and revisit intentions. The results of this study allow service providers to create a framework of memorable ethnic food experience design by focusing on components identified in the present work. The findings of the study contribute to a better understanding of memorable ethnic food experiences. Because of its original contributions, this study extends the food experience literature by providing original findings

Keywords

London, Turkish Cuisine, Ethnic food, Memorable Food Experience

Hatırlanabilir Etnik Yemek Deneyim Bileşenlerini Belirlemek: Londra'daki Türk Mutfağı Örneği

Abstract

Bu çalışmanın öncelikli amacı Londra'da Türk mutfağının unutulmaz etnik yemek deneyimini ortaya koymaktır. Araştırmanın amacına ulaşmak için, hatırlanabilir etnik yemek deneyiminin bileşenlerini Kullanıcı Tarafından Oluşturulan İçerik (UGC) tekniği ile tespit etmek için nitel bir çalışma yöntemi olan netnografi yaklaşımı kullanılmıştır. Veriler, TripAdvisor üzerinden tüketicilerin Türk yemekleriyle ilgili yemek deneyimleri hakkında yayınlanan yorumlarından elde edilmiştir (n: 2324). Bu çalışmanın bulguları, geleneksel kahvaltı deneyiminin beş ana bileşeni olduğunu ortaya koymuştur: misafirperverlik ve sosyal etkileşim, lezzet ve yemek özellikleri, hizmet ortamı, özgünlük, memnuniyet, tavsiye ve tekrar ziyaret niyetleri. Bu çalışmanın sonuçları, hizmet sağlayıcıların mevcut çalışmada tanımlanan bileşenlere odaklanarak unutulmaz etnik yemek deneyimi tasarımı çerçevesi oluşturmasına olanak tanımaktadır. Araştırmanın bulguları unutulmaz etnik yemek deneyimlerinin daha iyi anlaşılmasına katkı sağlamaktadır. Özgün katkılarından dolayı bu çalışma, özgün bulgular sunarak yemek deneyimi literatürünü genişletmektedir.

Keywords

Londra, Türk Mutfağı, Etnik yemekler, Unutulmaz Yemek Deneyimi

References

• Adongo, C. A., Anuga, S. W. & Dayour, F. (2015). Will they tell others to taste? International tourists' experience of Ghanaian cuisines. Tourism Management Perspectives, 15, 57-64.
• Akyürek, S. (2023). Themed Restaurant Experiences of Turkish Tourists: The Case of Lviv (Ukraine). GSI Journals Serie A: Advancements in Tourism Recreation and Sports Sciences, 6(1), 168-185.
• Antón, C. Camarero, C. Laguna, M. & Buhalis, D. (2019). Impacts of authenticity, degree of adaptation and cultural contrast on travellers’ memorable gastronomy experiences. Journal of Hospitality Marketing & Management, 28(7), 743-764.
• Atsız, O., Cifci, I. ve Rasoolimanesh, S. M. (2022). Exploring the components of meal-sharing experiences with local foods: a netnography approach. Current Issues in Tourism, 25(6), 919-936.
• Atsız, O., Cifci, I., & Law, R. (2022). Understanding food experience in sharing-economy platforms: Insights from Eatwith and Withlocals. Journal of Tourism and Cultural Change, 20(1-2), 131-156.
• Badu-Baiden, F., Correia, A., ve Kim, S. (2022). How do tourists’ memorable local gastronomy experiences and their personal gastronomic traits influence destination loyalty? A fuzzy set approach. Journal of Travel & Tourism Marketing, 39(5), 501-515.
• Badu-Baiden, F., Kim, S. S., Xiao, H. & Kim, J. (2022). Understanding tourists' memorable local food experiences and their consequences: the moderating role of food destination, neophobia and previous tasting experience. International Journal of Contemporary Hospitality Management, 34(4), 1515-1542.
• Badu-Baiden, F., Kim, S., & Wong, I. A. (2023). A cross-cultural multilevel investigation on memorable destination local food consumption experience and food personality traits. Journal of Travel & Tourism Marketing, 40(4), 275-293.
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.
• Cao, Y., Li, X. R., DiPietro, R., & So, K. K. F. (2019). The creation of memorable dining experiences: Formative index construction. International Journal of Hospitality Management, 82, 308-317.
• Chandralal, L., & Valenzuela, F. R. (2013). Exploring memorable tourism experiences: Antecedents and behavioural outcomes. Journal of Economics, Business and Management, 1(2), 177-181.
• Coudounaris, D. N. ve Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084-1093.
• El-Said, O. A., Smith, M., & Al Ghafri, W. (2021). Antecedents and outcomes of dining experience satisfaction in ethnic restaurants: The moderating role of food neophobia. Journal of Hospitality Marketing & Management, 30(7), 799-824.
• Huang, C.-Y., Chou, C.-J. & Lin, P.-C. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31(4), 513–526.
• Jang, S., & Ha, J. (2015). The influence of cultural experience: Emotions in relation to authenticity at ethnic restaurants. Journal of Foodservice Business Research, 18(3), 287-306.
• Jang, S., Liu, Y., & Namkung, Y. (2011). Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants. International Journal of Contemporary Hospitality Management, 23(5), 662-680.
• Kauppinen‐Räisänen, H., Gummerus, J. & Lehtola, K. (2013). Remembered eating experiences described by the self, place, food, context and time. British Food Journal, 115(5), 666-685.
• Kivela, J. J., & Crotts, J. C. (2009). Understanding travelers' experiences of gastronomy through etymology and narration. Journal of Hospitality & Tourism Research, 33(2), 161-192.
• Kodaş, B., & Aksoy, Z. (2022). Understanding of tourists' memorable local food experiences: A netnography study. Journal of Economy Culture and Society, (66), 379-396.
• Kodaş, B. (2024). Yerel Yemek Tüketim Motivasyonu ve Hatırlanabilir Yemek Deneyiminin Ziyaretçilerin Öznel İyi Oluş ve Davranışsal Niyetler Üzerinde Etkisi (The Effect of Local Food Consumption Motivation and Memorable Food Experience on Visitors' Subjective Well-Being and. Journal of Tourism & Gastronomy Studies, 12(2), 1225-1242.
• Kodaş, D., & Özel, Ç. H. (2022). Antecedents of gastronomy destination brand equity: an examination of gastronomy experience, motivation, and destination satisfaction. Advances in Hospitality and Tourism Research (AHTR), 11(1), 45-71.
• Krippendorf, K. (2004). Content analysis an introduction to its methodology (2nd Ed.). London: SAGE.
• Kwon, D. Y. (2015). What is ethnic food? Journal of Ethnic Foods, 2(1), 1.
• Lashley, C. (2008). Studying hospitality: Insights from social sciences. Scandinavian Journal of Hospitality and Tourism, 8 (1), 69–84.
• Lee, T. H. & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leisure Studies, 31(1), 103–121.
• Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects customer satisfaction and behavioral intentions?. International journal of hospitality management, 28(3), 338-348.
• Mkono, M., Markwell, K., & Wilson, E. (2013). Applying Quan and Wang's structural model of the tourist experience: A Zimbabwean netnography of food tourism. Tourism management perspectives, 5, 68-74.
• Muskat, B., Hörtnagl, T., Prayag, G., & Wagner, S. (2019). Perceived quality, authenticity, and price in tourists’ dining experiences: Testing competing models of satisfaction and behavioral intentions. Journal of Vacation Marketing, 25(4), 480-498.
• Oh, M. M., & Kim, S. S. (2020). Dimensionality of ethnic food fine dining experience: An application of semantic network analysis. Tourism Management Perspectives, 35, 100719.
• Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism management, 28(1), 253-261.
• Ölmez, Z.D. (2017). Gastronomi turizminde yerli ziyaretçilerin yöresel yiyeceklere yönelik unutulmaz deneyimlerinin davranışsal niyetleri üzerine etkisi: Seferihisar örneği. Yayımlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi, Balıkesir.
• Shi, F., Dedeoğlu, B. B., & Okumus, B. (2022). Will diners be enticed to be travelers? The role of ethnic food consumption and its antecedents. Journal of Destination Marketing & Management, 23, 100685.
• Sthapit, E. (2017). Exploring tourists’ memorable food experiences: A study of visitors to Santa’s official hometown. Anatolia, 28(3), 404-421.
• Sthapit, E., Björk, P., & Piramanayagam, S. (2023). Motivational, emotional and memorable dimensions of non-Muslim tourists’ halal food experiences. Journal of Islamic Marketing, 14(1), 23-42.
• Sthapit, E., Coudounaris, D. N., & Björk, P. (2019). Extending the memorable tourism experience construct: an investigation of memories of local food experiences. Scandinavian Journal of Hospitality and Tourism, 19(4-5), 333-353.
• Sthapit, E., Piramanayayagam, S. & Björk, P. (2020). Tourists' motivations, emotions, and memorable local food experiences. Journal of Gastronomy and Tourism, 5(1), 17-32.
• Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research, 57(8), 1121-1132.
• Strauss, A. & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park: Sage.
• Ting, H., Fam, K. S., Hwa, J. C. J., Richard, J. E., & Xing, N. (2019). Ethnic food consumption intention at the touring destination: The national and regional perspectives using multi-group analysis. Tourism Management, 71, 518-529.
• Tsai, C. T. (2016). Memorable tourist experiences and place attachment when consuming local food. International Journal of Tourism Research, 18(6), 536-548.
• Tsai, C. T. S., & Lu, P. H. (2012). Authentic dining experiences in ethnic theme restaurants. International Journal of Hospitality Management, 31(1), 304-306.
• Tsaur, S. H. & Lo, P. C. (2020). Measuring memorable dining experiences and related emotions in fine dining restaurants. Journal of Hospitality Marketing & Management, 29(8), 887-910.
• Wijaya, S., King, B., Nguyen, T.-H., & Morrison, A. (2013). International visitor dining experiences: A conceptual framework. Journal of Hospitality and Tourism Management, 20, 34–42.
• Williams, H. A., Yuan, J., & Williams Jr, R. L. (2019). Attributes of memorable gastro-tourists’ experiences. Journal of Hospitality & Tourism Research, 43(3), 327-348.