Sosyal Medyada Yapılan Yiyecek İçecek Paylaşımları ile Yiyecek İçecek Tüketim Motivasyonları Arasındaki İlişkinin İncelenmesi: UNESCO Gastronomi Şehirleri Üzerine Bir Araştırma

Abstract

With the development of social media tools, it is seen that the interest in food and beverages has increased. Foods and beverages shared on social media have become an element that motivates people by influencing people. In this context, the main purpose of the research is to determine whether there is a relationship between food and beverage sharing on social media and the motivation of food and beverage consumption. In the research, the questionnaire form was used as a data collection technique. The surveys created were included in the UNESCO Creative Cities Network Network program and visited Gaziantep and Hatay cities and applied in 416 local tourists who experienced food and drinks. The primary data obtained were analyzed using the package program. Data reliability and validity analysis and correlation analysis were applied. A statistically significant relationship was found between food and beverage sharing on social media and food and beverage consumption sub-dimensions, which constitute the main problem of the research. Within the framework of the study results, it is important for food and beverage enterprises to actively use social media and produce quality content in terms of promotion and marketing of food and beverages.