VR Ortamında Biyofilik Restoran Tasarımının Çok Duyulu Tüketici Deneyimine Etkisi (The Impact of Biophilic Restaurant Design in a VR Environment on Multisensory Consumer Experience)
DOI:
https://doi.org/10.63556/jotags.2026.1913Keywords:
Virtual reality (VR), Authentic restaurant, Biophilic design, Multisensory experienceAbstract
This study investigates the sensory, emotional, and behavioral effects of natural and traditional materials, such as wood, stone, and fireplaces, used in authentic restaurant interior design on consumers. The research provides an in-depth analysis of how a multisensory experience involving visual, auditory, olfactory, tactile, and gustatory stimuli influences consumer perception within an interior setting created through virtual reality (VR) technology and designed to reflect the atmosphere of a traditional Turkish restaurant. Adopting a qualitative research approach, semi-structured interviews were conducted with 11 participants selected through purposive sampling, and the data were analyzed using content analysis. The findings indicate that traditional materials, scent, and atmospheric elements in an authentic restaurant environment generate relaxing, reassuring, and highly positive emotional responses among consumers. In addition, the study reveals that biophilic design principles and authenticity enhance consumer satisfaction, attachment to place, and revisit intention. The research demonstrates that multisensory experiences constitute an important tool for understanding consumer behavior in restaurant atmospheres. It is expected that the findings will contribute to restaurant designers and service industry professionals by providing insights into the development of user-oriented, distinctive, and multisensory interior environments.
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