Uluslararası Turlarda Gastronomik Ürünler ve Gastronomi Deneyimi: TUI ve Thomas Cook Örneklerinde Ortak Deneyim Yaratımı (Gastronomic Products and Gastronomy Experience in the International Tours: Co-creation Experience in TUI and Thomas Cook Examples)
DOI:
https://doi.org/10.21325/jotags.2022.1103Anahtar Kelimeler:
Gastronomik ürün- Gastronomi deneyimi- Ortak deneyim yaratımı- Tur operatörüÖzet
Gastronomi deneyimi, yemek tüketimini kapsayan ancak bununla sınırlı olmayan duyusal, duygusal, zihinsel ve sosyal boyutlarıyla kapsamlı bir olgudur. Buna rağmen mevcut çalışmaların büyük bir çoğunluğu, yemek deneyimini sayılabilir nesnelere, öğelere ve birtakım özelliklere indirgemektedir. Gastronomi deneyimi temel olarak turistlerin seyahatleri esnasında gastronomik ürünlerle ve faaliyetlerle bağlantılı deneyimlerini ifade etmektedir. Gastronomi alanyazınında, gastronomik deneyimlerin ortak yaratımını ve ortak tasarımını analiz eden çalışmaların sayısı oldukça azdır. Bu çalışmayla alanyazındaki bu boşluğa dikkat çekmek, yerel gastronomik ürünlerin ve gastronomi deneyimlerinin paket turlarda nasıl kullanıldığını ve ne kadar yer tuttuğunu tespit etmek amaçlanmıştır. Bu amaçla veri toplama tekniklerinden doküman incelemesine başvurulmuştur. Tur şirketlerine ait web sitelerinden elde edilen toplam 368 tur programının analizinde ise içerik analizi kullanılmıştır. Bulgulara göre gastronomik içerikli turlara TUI UK’de, Thomas Cook’tan daha fazla ağırlık verilmektedir ve turlarda en çok turistlerin aktif katılımını gerektiren aktivitelere, en az özel etkinliklere yer verilmektedir. Buna karşın turistlerin daha pasif olarak yer aldığı bina/yapı, arazi ziyaretleri tur programlarında daha baskın şekilde yer almaktadır.
Referanslar
Aho, S. K. (2001). Towards a general theory of touristic experiences: Modelling experience process in tourism. Tourism Review, 56(3/4), 33-37. doi: 10.1108/eb058368
Alexiou, M. V. (2020). Experience economy and co-creation in a cultural heritage festival: Consumers’ views. Journal of Heritage Tourism, 15(2), 200-216. doi: 10.1080/1743873X.2019.1632867
Başoda, A., Aylan, S., Kılıçhan, R., & Acar, Y. (2018). Gastronomi uzmanlığı, turları ve rehberliği: Kavramsal bir çerçeve. Hitit Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(3), 1809-1926. Retrieved from https://dergipark.org.tr/tr/pub/hititsosbil/issue/39369/436190
Bertella, G. (2014). The co-creation of animal-based tourism experience. Tourism Recreation Research, 39(1), 115–125. doi: 10.1080/02508281.2014.11081330
Binkhorst, E., & Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing and Management, 18(2-3), 311–327. doi: 10.1080/19368620802594193
Björk, P., & Kauppinen-Räisänen, H. (2016). Exploring the multi-dimensionality of travellers' culinary-gastronomic experiences. Current Issues in Tourism, 19(12), 1260-1280. doi: 10.1080/13683500.2013.868412
Bowen, D. (2001). Antecedents of consumer satisfaction and dissatisfaction (CS/D) on long-haul inclusive tours—a reality check on theoretical considerations. Tourism Management, 22(1), 49-61. doi: 10.1016/S0261-5177(00)00022-4
Bowen, D. (2002). Research through participant observation in tourism: A creative solution to the measurement of consumer satisfaction/dissatisfaction (CS/D) among tourists. Journal of Travel Research, 41(1), 4-14. doi: 10.1177/0047287502041001002
Bowie, D., & Chang, J. C. (2005). Tourist satisfaction: A view from a mixed international guided package tour. Journal of Vacation Marketing, 11(4), 303-322. doi: 10.1177/1356766705056628
Buhalis, D. (2001). The tourism phenomenon: The new tourist and consumer. In C. Wahab & S. Cooper (Eds.), Tourism in the age of globalisation (pp. 69–96). London: Routledge.
Buonincontri, P., Morvillo, A., Okumus, F., & van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264-277. doi: 10.1016/j.tourman.2017.04.014
Cabiddu, F., Lui, T.-W., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107. doi: 10.1016/j.annals.2013.01.001
Campos, A. C., Mendes, J., Valle, P. O. D., & Scott, N. (2018). Co-creation of tourist experiences: A literature review. Current Issues in Tourism, 21(4), 369-400. doi: 10.1080/13683500.2015.1081158
Cankül, D., & Demir, İ. (2018). Travel agencies and gastronomy tourism: case of IATA member a-class travel agencies. Journal of Gastronomy Hospitality and Travel, 1(1), 3-10. doi: 10.33083/joghat.2018.0
Chang, J. C. (2009). Taiwanese tourists' perceptions of service quality on outbound guided package tours: A qualitative examination of the SERVQUAL dimensions. Journal of Vacation Marketing, 15(2), 165-178. doi: 10.1177/1356766708100822
Chathoth, P., Altinay, L., Harrington, R. J., Okumus, F., & Chan, E. S. W. (2012). Co-production versus co-creation: A process based continuum in the hotel service context. International Journal of Hospitality Management, 32, 11–20. doi: 10.1016/j.ijhm.2012.03.009
Chen, Z. (2018). A pilot study of the co-creation experience in traditional Cantonese teahouses in Hong Kong. Journal of Heritage Tourism, 13(6), 506–527. doi: 10.1080/1743873X.2018.1444045
Geray, H. (2006). Toplumsal araştırmalarda nicel ve nitel yöntemlere giriş iletişim alanından örneklerle. Ankara: Siyasal.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492. doi: 10.1016/j.tourman.2012.02.002
Hjalager, A.-M., & Nordin, S. (2011). User-driven innovation in tourism: A review of methodologies. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 289–315. doi: 10.1080/1528008X.2011.541837
Holst-Kjaer, S. (2011). Meaningful experience creation and event management: A post-event analysis of Copenhagen carnival 2009. Culture Unbound: Journal of Current Cultural Research, 3, 243–267. doi: 10.3384/cu.2000.1525.113243
Huang, S., Hsu, C. H., & Chan, A. (2010). Tour guide performance and tourist satisfaction: A study of the package tours in Shanghai. Journal of Hospitality & Tourism Research, 34(1), 3-33. doi: 10.1177/1096348009349815
Hudson, S., Hudson, P., & Miller, G. A. (2004). The measurement of service quality in the tour operating sector: a methodological comparison. Journal of Travel Research, 42(3), 305-312. doi: 10.1177/0047287503258839
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28(10), 2218-2246. doi: 10.1108/IJCHM-04-2015-0192
Ji, M., Wong, I. A., Eves, A., & Leong, A. M. W. (2018). A multilevel investigation of China’s regional economic conditions on co-creation of dining experience and outcomes. International Journal of Contemporary Hospitality Management, 30(4), 2132-2152. doi: 10.1108/IJCHM-08-2016-0474
Kandampully, J., Zhang, T. C., & Jaakkola, E. (2018). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 30(1), 21-56. doi: 10.1108/IJCHM-10-2015-0549
Karsavuran, Z., & Dirlik, O. (2019). Gastronomy as a tourism resource: the case of Gaziantep. In O. Emir (Ed.), 20th National and 4th International Tourism Congress Proceedings Book (pp. 86-94). Eskişehir, Türkiye.
Kastenholz, E., & Gronau, W. (2020). Enhancing competences for co-creating appealing and meaningful cultural heritage experiences in tourism. Journal of Hospitality & Tourism Research. doi: 10.1177/1096348020951637
Kaushal, V., & Yadav, R. (2021). Understanding customer experience of culinary tourism through food tours of Delhi. International Journal of Tourism Cities, 7(3), 683-701. doi: 10.1108/IJTC-08-2019-0135
Komppula, R. (2006). Developing the quality of a tourist experience product in the case of nature‐based activity services. Scandinavian Journal of Hospitality and Tourism, 6(2), 136-149. doi: 10.1080/15022250600667425
Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 7–18. doi: 10.1080/15022250701226014
Lin, M. P., Marine-Roig, E., & Llonch-Molina, N. (2022). Gastronomic experience (co)creation: evidence from Taiwan and Catalonia. Tourism Recreation Research, 47(3), 277-292. doi: 10.1080/02508281.2021.1948718
Lugosi, P. (2014). Mobilising identity and culture in experience co-creation and venue operation. Tourism Management, 40, 165–179. doi: 10.1016/j.tourman.2013.06.005
Lugosi, P., & Walls, A. R. (2013). Researching destination experiences: Themes, perspectives and challenges. Journal of Destination Marketing & Management, 2(2), 51–58. doi: 10.1016/j.jdmm.2013.07.001
MacLeod, N., Hayes, D., & Slater, A. (2009). Reading the landscape: The development of a typology of literary trails that incorporate an experiential design perspective. Journal of Hospitality Marketing & Management, 18(2–3), 154–172. doi: 10.1080/19368620802590183
Majboub, W. (2014). Co-creation of value or co-creation of experience?. Interrogations in the field of cultural tourism. International Journal of Safety and Security in Tourism, 1(7), 13-31. Retrieved from https://www.palermo.edu/Archivos_content/2014/economicas/journal-tourism/edicion7/paper2-Co-creation.pdf
Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore’s concept of experience economy and its dimensions: An empirical examination in tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237–255. doi: 10.1080/1528008X.2011.541847
Minkiewicz, J., Evans, J., & Bridson, K. (2014). How do consumers co-create their experiences? An exploration in the heritage sector. Journal of Marketing Management, 30(1-2), 30-59. doi: 10.1080/0267257X.2013.800899
Morgan, M. (2007). ‘We’re not the barmy army!’: Reflections on the sports tourist experience. International Journal of Tourism Research, 9, 361–372. doi: 10.1002/jtr.637
Morgan, M., Elbe, J., & Curiel, J. E. (2009). Has the experience economy arrived? The views of destination managers in three visitor-dependent areas. International Journal of Tourism Research, 11, 201–216. doi: 10.1002/jtr.719
Mossberg, L. (2007). A marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74. doi: 10.1080/15022250701231915
Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing & Management, 1(1–2), 36–46. doi: 10.1016/j.jdmm.2012.08.001
Park, E., Muangasame, K., & Kim, S. (2021). ‘We and our stories’: constructing food experiences in a UNESCO gastronomy city. Tourism Geographies, 1-22. doi: 10.1080/14616688.2021.1943701
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105. Retrieved from http://mktgsensei.com/AMAE/Customer%20Satisfaction/Expereince%20Marketing/Experience%20Economy%20and%20Marketing.pdf
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. doi: 10.1002/dir.20015
Prayag, G., Gannon, M. J., Muskat, B., & Taheri, B. (2020). A serious leisure perspective of culinary tourism co-creation: The influence of prior knowledge, physical environment and service quality. International Journal of Contemporary Hospitality Management, 32(7), 2453-2472. doi: 10.1108/IJCHM-10-2019-0897
Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation significance of tourist resources. Annals of Tourism Research, 42, 240–261. doi: 10.1016/j.annals.2013.01.012
Quinlan-Cutler, S., & Carmichael, B. A. (2010). The dimensions of the tourist experiences. In M. Morgan, P. Lugosi ve J. R. B. Ritchie (Eds.), The tourism and leisure experience: Consumer and managerial perspectives (pp. 3-26). United Kingdom: Channel View Publications.
Rachão, S. A. S., de Jesus Breda, Z., de Oliveira Fernandes, C., & Joukes, V. N. P. M. (2021). Drivers of experience co-creation in food-and-wine tourism: an exploratory quantitative analysis. Tourism Management Perspectives, 37. doi: 10.1016/j.tmp.2020.100783
Räikkönen, J., & Honkanen, A. (2013). Does satisfaction with package tours lead to successful vacation experiences?. Journal of Destination Marketing & Management, 2(2), 108-117. doi: 10.1016/j.jdmm.2013.03.002
Richards, G. (2011). Creativity and tourism: The state of the art. Annals of Tourism Research, 38(4), 1225–1253. doi: 10.1016/j.annals.2011.07.008
Richards, G., & Marques, L. (2012). Exploring creative tourism: Editors introduction. Journal of Tourism Consumption and Practice, 4(2), 1–11. Retrieved from http://hdl.handle.net/10026.1/11687
Richards, G., & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture?. Tourism Management, 27(6), 1209–1223. doi: 10.1016/j.tourman.2005.06.002
Salvado, J. (2011). Travel experience ecosystem model: Building travel agencies’ business resilience in Portugal. European Journal of Tourism, Hospitality and Recreation, 2(1), 95–116. Retrieved from https://iconline.ipleiria.pt/bitstream/10400.8/445/1/6_ejthr_vol2_issue1_Travel_experience_ecosystem_model.pdf
Santos-Vijande, M. L., Álvarez, B. Á., & Rodríguez, N. G. (2012). Internal marketing as a driver of market orientation and co-creation culture in the tourism sector. African Journal of Business Management, 6(13), 4707–4716. doi: 10.5897/AJBM11.1717
Scott, N., Laws, E., & Boksberger, P. (2009). The marketing of hospitality and leisure experiences. Journal of Hospitality Marketing & Management, 18(2–3), 99–110. doi: 10.1080/19368620802590126
Sfandla, C., & Björk, P. (2012). Tourism experience network: Co-creation of experiences in interactive processes. International Journal of Tourism Research, 15(5), 495-506. doi: 10.1002/jtr.1892
Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry. Tourism Management, 32(2), 207– 214. doi: 10.1016/j.tourman.2010.05.020
Smith, S., & Costello, C. (2009). Segmenting visitors to a culinary event: Motivations, travel behavior, and expenditures. Journal of Hospitality Marketing & Management, 18(1), 44-67. doi: 10.1080/19368620801989022
Sökmen, S. ve Yolal, M. (2022). Tourist-to-Tourist Interaction (TTI): A Social Distance Perspective.In D. Gursoy & S. Çelik (Eds.), Routledge Handbook of Social Psychology of Tourism (pp. 216-227). NewYork: Routledge.
Taheri, B., Pourfakhimi, S., Prayag, G., Gannon, M. J., & Finsterwalder, J. (2021). Towards co-created food well-being: culinary consumption, braggart word-of-mouth and the role of participative co-design, service provider support and C2C interactions. European Journal of Marketing, 55(9), 2464-2490. doi: 10.1108/EJM-02-2020-0145
Tan, S. K., Kung, S. F., & Luh, D.B. (2013). A model of “creative experience” in creative tourism. Annals of Tourism Research, 41, 153–174. doi: 10.1016/j.annals.2012.12.002
Tung, V. W. S., & Ritchie, J. R. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367-1386. doi: 10.1016/j.annals.2011.03.009
Wang, K. C., Hsieh, A. T., & Huan, T. C. (2000). Critical service features in group package tour: An exploratory research. Tourism Management, 21(2), 177-189. doi: 10.1016/S0261-5177(99)00047-3
Wang, K. C., Hsieh, A. T., Chou, S. H., & Lin, Y. S. (2007). GPTCCC: An instrument for measuring group package tour service. Tourism Management, 28(2), 361-376. doi: 10.1016/j.tourman.2006.04.017
Wu, S. H., & Gao, Y. (2019). Understanding emotional customer experience and co-creation behaviours in luxury hotels. International Journal of Contemporary Hospitality Management, 31(11), 4247-4275. doi: 10.1108/IJCHM-04-2018-0302
Zouni, G., & Kouremenos, A. (2008). Do tourism providers know their visitors? An investigation of tourism experience at a destination. Tourism and Hospitality Research, 8(4), 282–297. doi: 10.1057/thr.2008.30
Yayınlanmış
Nasıl Atıf Yapılır
Sayı
Bölüm
Lisans
Telif Hakkı (c) 2023 Journal of Tourism & Gastronomy Studies
Bu çalışma Creative Commons Attribution-NonCommercial 4.0 International License ile lisanslanmıştır.
