Elektronik Ağızdan Ağıza Pazarlama Bağlamında Müşteri Değerlendirmeleri ile Gastronomi İmajı Arasındaki İlişki: Gaziantep Üzerine Bir Araştırma (The Relationship Between Customer Evaluations and Gastronomy Image in the Context of Electronic Word of Mouth

Mehmet  DÜZGÜN

doi:10.21325/jotags.2023.1285

Yazarlar

Mehmet DÜZGÜN

DOI:

https://doi.org/10.21325/jotags.2023.1285

Anahtar Kelimeler:

Gastronomi İmajı- Elektronik ağızdan ağıza pazarlama- Müşteri değerlendirmeleri- Gaziantep

Öz

Gastronomi turizmi bağlamında faaliyet gösteren yiyecek içecek işletmelerine yönelik turist beklentileri sürekli artmaktadır. Bu durum rekabetin her geçen gün daha da hızlanması sonucunu meydana getirmektedir. Yapılan bu araştırma Unesco Yaratıcı Şehirler Ağı gastronomi kategorisnde yer alan Gaziantep’te gerçekleştirilmiştir. Elektronik ağızdan ağıza pazarlama ürün veya hizmete yönelik kullanıcılar ve alıcılar arasında meydana gelen bir iletişim biçimidir. Bu doğrultuda araştırmanın temel amacı Gaziantepte’te faaliyet gösteren turizm işletme belgeli yiyecek içecek işletmelerini ziyaret turistlerin elektronik ağızdan ağıza pazarlama çerçevesinde yapmış oldukları değerlendirmeler ile gastronomi imajı arasındaki ilişkinin ortaya konulması olarak ifade edilebilir. Nitel desende tasarlanmış olan bu araştırmada verilerin toplanmasında doküman incelemesi yöntemi kullanılmış ulaşılan veriler içerik analizine tabi tutulmuştur. Araştırma kapsamında işletmelere yönelik değerlendirmeler fiyat ve menü, hizmet ve servis, fiziki yapı ile yiyecek ve içecekler temaları altında gruplandırılmıştır. Ulaşılan sonuçlara göre turistler fiyatların yüksek olduğunu ve menülerin içerik anlamında yetersiz olduğunu değerlendirmişlerdir. Ayrıca sunulan yiyecek ve içeceklerin ağırlıklı olarak lezzetli olarak nitelendirildiği ve işletmelerin mekansal anlamda ergonomik olarak ifade edildiği belirlenmiştir.

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