Yiyecek-İçecek ve Otel İşletmelerinde NFT (Non-Fungible Token) Kullanımının FoMO (Fear of Missing Out) Bakış Açısıyla İncelenmesi (An Examination of the Use of NFTs (Non-Fungible Tokens) in the Food and Beverage and Hotel Establishments from a FoMO (Fear of Missing Out) Perspective)

Emel GÜRCÜ; Damla BAYLAN KALAYCI

doi:10.63556/jotags.2026.1862

Authors

Emel GÜRCÜ
Damla BAYLAN KALAYCI

DOI:

https://doi.org/10.63556/jotags.2026.1862

Keywords:

NFT, FoMO, Food & beverage, Hotel, Marketing

Abstract

This study examines the impacts of Non-Fungible Tokens (NFTs) utilized in food and beverage and hotel establishments on marketing strategies and consumer behaviors within the framework of the Fear of Missing Out (FoMO). Within the scope of this study, the role of the FoMO concept in the field of marketing, its relationship with consumers' psychological motivations, and how NFTs are strategically positioned as a triggering element in this process are evaluated. Based on a multiple-case study design and executed through document analysis, the research examines domestic and international literature alongside corporate practices, providing an in-depth analysis of contemporary NFT cases belonging to food and beverage and accommodation establishments both in Türkiye and globally. The findings demonstrate that NFTs are not merely technological innovations, but rather potent psychosocial marketing instruments that manipulate consumers' pursuits of social status, belonging, and exclusivity. In this context, it is evaluated that NFT applications within the examined hospitality enterprises hold substantial potential to deepen customer interaction within FoMO-based marketing strategies, enrich the customer experience during digital transformation, and grant businesses a sustainable competitive advantage

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