DENEYİMSEL PAZARLAMADA GASTRONOMİ TURİZMİ AÇISINDAN ARTIRILMIŞ GERÇEKLİK UYGULAMASI KULLANIMININ DENEYİM DEĞERİ ÜZERİNE ETKİSİ: ARTIRILMIŞ GERÇEKLİK MENÜ UYGULAMASI ÜZERİNE BİR ARAŞTIRMA

Year 2020, , 174 - 193, 01.06.2020

Nevin Karabıyık Yerden , Başak Değerli Mert Uydacı İlknur Ergün Tuncay

https://doi.org/10.14514/byk.m.26515393.2020.8/1.174-193

Abstract

Bir destinasyonun deneyimlenmesinde önemli bir yeri olan mutfak kültürünün, tanıtılmasının her geçen gün daha önemli hale geldiği görülmektedir Gastronomi turizmi, destinasyon deneyiminin ayrılmaz bir parçası ve bazı durumlarda temel seyahat motivasyonu olabilmektedir. Özellikle teknolojinin hızlı gelişimi gerek destinasyon tanıtımında gerekse yemek kültürü tanıtımında kilit bir rol oynamaktadır. Son zamanlarda hızlı bir gelişim gösteren artırılmış gerçeklik teknolojisi, birçok sektörde olduğu gibi restoran sektöründe de geniş bir kullanım alanı bulmaktadır. Bu sebep ile araştırmanın amacı, artırılmış gerçeklik teknolojisi ile hazırlanmış bir menü uygulaması ile yaşanılan deneyiminin, deneyim değerine etkisinin belirlenmesidir. Araştırma çevrimiçi tüketiciler üzerinde gerçekleştirilmiş olup, katılımcıların bir menüye yönelik artırılmış gerçeklik uygulamasını kullanmaları sağlanmaktadır. Bunun sonucunda ise yaşadıkları deneyim değeri değerlendirilmektedir. Araştırma 484 kişi üzerinde nicel araştırma yöntemlerinden anket tekniği kullanılarak gerçekleştirilmiş olup, araştırma sonucunda restoran sektöründe artırılmış gerçeklik menü uygulaması kullanımının, deneyim değerine pozitif ve anlamlı etkisi olduğu sonucu ortaya çıkmaktadır.

Keywords

Artırılmış Gerçeklik, Deneyim Değeri, Destinasyon Deneyimi

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