Dijital Pazarlama Açısından Gastronomi Kenti Afyonkarahisar: Dijital Mutfak Kültürü Geleneksel Mutfak Kültürüne Karşı (The City of Gastronomy Afyonkarahisar in Terms of Digital Marketing: Digital Culinary Culture vs. Traditional Cuisine Culture)

Abstract

With the development of technology, consumers have started to use social media more frequently in decision-making. This development causes a change in the preferences of tourists, the structure and marketing of the culinary cultures of the destinations. Today, it is known that food is very important for tourists in choosing a destination. The change in culinary cultures with the effect of technology has revealed the concept of digital cuisine culture. In this context, the aim of the study is to determine whether the digital cuisine culture of Afyonkarahisar, which is a gastronomy city, is compatible with the traditional cuisine culture and whether it is used effectively as a marketing tool. In the study, the comments obtained from the online travel site were evaluated by using content analysis, one of the qualitative research methods. The universe of the study consists of reviews of 19 restaurants operating in the province of Afyonkarahisar, which can be found on the TripAdvisor travel site platform. As a result of the study, it is seen that the digital cuisine culture of Afyonkarahisar province overlaps with the traditional cuisine culture in the groupings of meat dishes, vegetable dishes, and desserts and is effectively used as a marketing tool. However, it is seen that a digital cuisine culture compatible with traditional cuisine culture has not been formed within the scope of soups, pastries, compotes, rice varieties, salads and pickles, and local foods in these groups are not used effectively in destination marketing.