Turistlerin hatırlanabilir yerel yemek deneyimlerinin İncelenmesi: Netnografik bir araştırma

Year 2022, Issue: 66, 379 - 396, 16.01.2023

Betül Kodaş , Zekeriya Aksoy

https://doi.org/10.26650/JECS2021-1009689

Abstract

Hatırlanabilir yemek deneyimi hem turizm işletmesi hem de destinasyon pazarlamacıları ve yöneticileri için sadece mevcut turistleri değil, aynı zamanda potansiyel turistleri de çekmek için önemli bir faktördür. Son zamanlarda, yemek deneyimi turistlerin davranışsal niyet ve memnuniyetlerinin önemli bir göstergesi olduğu için unutulmaz yemek deneyimlerini keşfetmek veya anlamak için birçok çalışma yapılmaktadır. Bu nedenle, mevcut çalışmanın amacı turistlerin unutulmaz yerel yemek deneyimlerini, yemek deneyimi memnuniyetini ve davranışsal niyetlerini ortaya koymaktır. Bu doğrultuda 9 Nisan 2021 – 29 Mayıs 2021 tarihleri arasında Gaziantep'te turistlerin unutulmaz yerel yemek deneyimleri hakkında yayınlanan çevrimiçi yorumlar (424) aracılığıyla veriler toplanmıştır. Verilerin analizinde fenomenolojik yaklaşımı benimsenmiş ve içerik analizi tekniği kullanılmıştır. Çalışma sonucunda, unutulmaz yerel yemek deneyimlerinin teorik modelinin, yenilik, misafirperverlik ve hizmetler, tat ve yemek özellikleri, birliktelik ve yerel etkileşimler, ambiyans ve ortam ve yerel kültür olmak üzere altı temel bileşen altında toplandığı belirlenmiştir. Ayrıca, turistlerin yöresel yerel yemekleri deneyimlerken yemek deneyimi memnuniyeti ve davranışsal niyetlerinin olumlu olduğu sonucuna ulaşılmıştır. Bu çalışmanın sonuçlarına dayalı olarak pratik ve yönetimsel öneriler tartışılmış ve gelecek araştırmalara yönelik öneriler geliştirilmiştir.

Keywords

Hatırlanabilir yemek deneyimi, netnografya, yemek memnuniyeti, davranışsal niyetler, Gaziantep

Understanding of Tourists' Memorable Local Food Experiences: A Netnography Study

Abstract

Memorable food experiences are an important factor in both the tourism business and destination marketers and managers attracting not only current tourists but also potential tourists. Recently, several studies have been performed to explore or understand memorable food experiences, as food experiences are a crucial indicator of tourist behavioural intentions and satisfaction. Thus, the purpose of the current study is to understand tourists’ memorable local food experiences, food experience satisfaction, and behavioural intentions. Accordingly, data was collected through online reviews (424) posted about tourists’ memorable local food experiences in Gaziantep between 9 April 2021 and 29 May 2021. A phenomenological approach and content analysis technique were used to analyse the data. In the results of the present study, a theoretical model of memorable local food experiences (MLFEs) was developed with six key components: novelty, hospitality and services, taste and food attributes, togetherness and local interactions, ambience and setting, and local culture. In addition, tourists’ food experience satisfaction and behavioural intentions were found to be positive while experiencing regional local food. Based on the results of this study, practical and managerial implications are discussed, and future research recommendations are proposed.

Keywords

Memorable local food experience, netnography, food satisfaction, behavioural intentions, Gaziantep

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