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.2026.1913Anahtar Kelimeler:
Sanal gerçeklik (VR)- Otantik restoran- Biyofilik restoran- Çok duyulu deneyimÖz
Bu çalışma, otantik restoran iç mekân tasarımında kullanılan doğal ve geleneksel malzemelerin (ahşap, taş, şömine gibi) tüketici üzerindeki duyusal, duygusal ve davranışsal etkilerini incelemektedir. Araştırmada sanal gerçeklik (VR) teknolojisi kullanarak oluşturulmuş ve geleneksel Türk restoran atmosferini yansıtan bir iç mekân örneği üzerinden çok duyulu (görsel, işitsel, koku, dokunsal ve tadımsal) deneyimin tüketici algısı üzerindeki etkileri derinlemesine analiz edilmiştir. Nitel araştırma yöntemiyle amaçlı örneklem yolu ile seçilmiş 11 katılımcı ile yarı yapılandırılmış görüşmeler gerçekleştirilmiş ve içerik analizi yapılmıştır. Bulgular otantik restoranda geleneksel malzeme, koku ve ortam unsurlarının tüketici üzerinde rahatlatıcı, güvende hissi sağlayan ve oldukça olumlu duygular oluşturduğunu göstermiştir. Ayrıca biyofilik tasarım prensiplerinin ve otantikliğin tüketici memnuniyetini, mekâna bağlılığı ve tekrar ziyaret niyetini artırdığını saptamıştır. Çalışma çok duyulu deneyimlerin restoran atmosferinde tüketici davranışını anlamada önemli bir araç olduğunu ortaya koymaktadır. Elde edilen sonuçların hem restoran tasarımcılarına hem de hizmet sektörü profesyonellerine kullanıcı odaklı, özgün ve çok duyulu (multisensory) iç mekanlar tasarlanması konusunda katkı sağlaması beklenmektedir.
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