Şarap Turizminin Geleceği: Dijital Deneyimlere Yönelik Sistematik Bir İnceleme (The Future of Wine Tourism: A Systematic Review of Digital Experiences)
DOI:
https://doi.org/10.21325/jotags.2025.1676Anahtar Kelimeler:
Şarap turizmi- Dijitalleşme- Sistematik inceleme- Dijital deneyimÖz
Bu çalışmanın amacı şarap turizmi deneyiminde dijital teknolojilerin ve dijital dönüşümün rolünü ve geleceğini sistematik bir şekilde incelemektir. Bu amaçla WoS, Science Direct, Emerald, Scopus, Taylor and Francis ve Sage veri tabanlarında yapılan tarama sonucunda belirlenen kriterlere göre seçilen 23 çalışma incelenmiştir. Gerçekleştirilen incelemeler sonucunda, dijital teknolojilerin şarap turizminde artırılmış gerçeklik, sanal gerçeklik, metaverse uygulamaları ve sosyal medya platformları gibi farklı alanlarda kullanıldığı ve turistlerin destinasyon tercihi, satın alma niyeti ile genel memnuniyetleri üzerinde olumlu etkiler oluşturduğu belirlenmiştir. Ayrıca şarap turistlerine yönelik dijital deneyimlerin özellikle pandemi sürecinde yaygınlaşmış olduğu ve bu durumun henüz az sayıda şarap turizmi destinasyon tarafından benimsendiği görülmüştür. Bu çalışma teorik açıdan literatürde dijital deneyimlerin şarap turizmindeki yerine ilişkin kavramsal boşlukları ortaya koymaktadır. Pratik olarak ise şarap turizmi paydaşlarına dijital teknolojilerin stratejik kullanımı, dijital yetkinliklerin geliştirilmesi ve sürdürülebilir içerik üretimi konularında öneriler sunmaktadır.
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