Gastronomide Deneyim Temelli Döngüsel Markalaşma

Öz

Gastronominin kültürel, teknolojik, estetik, sosyolojik ve duygusal unsurların bir arada deneyimlendiği çok katmanlı yapısı, onu yalnızca bir tüketim alanı olmaktan çıkararak anlam ve değer üreten bir deneyim platformu haline getirmektedir. Bu dönüşüm, gastronomi işletmelerinde markalaşmanın yalnızca isim, logo ya da iletişim stratejileri ile sınırlı olmadığını; deneyimin tasarımı, anlamlandırılması ve yönetimi üzerinden şekillendiğini göstermektedir. Gastronomi literatüründe, gastronomi deneyimi; turizm, estetik, sürdürülebilirlik ve tüketici memnuniyeti boyutlarıyla ele alınmış olsa da, gastronomik deneyimin sistematik ve döngüsel bir markalaşma süreci olarak kavramsallaştırıldığı bütüncül model önerileri sınırlıdır. Bu çalışma söz konusu boşluğu doldurmayı amaçlamaktadır. Önerilen kavramsal model; deneyim tasarımı, deneyimin anlamlandırılması, deneyimsel bağlanma ve deneyimin sürekliliği olmak üzere dört aşamadan oluşmaktadır. Model, gastronomide markalaşmanın deneyimin hafızaya yerleşmesi yoluyla sürdürülebilir rekabet avantajı ve uzun vadeli marka değeri üretmenin temel mekanizması olduğunu ileri sürmektedir. Bu bağlamda gastronomiyi, deneyim yoluyla markalaşan bir alan olarak incelemek literatüre önemli bir katkı yapacaktır.

Anahtar Kelimeler

• Deneyim tasarımı
• Deneyim temelli markalaşma
• Deneyimsel bağlanma
• Gastronomide markalaşma

Experience-Based Circular Branding in Gastronomy

Abstract

The multilayered structure of gastronomy, where cultural, technological, esthetic, sociological, and emotional elements are experienced together, transforms it from a consumption area into an experience platform that generates meaning and value. This transformation shows that branding in gastronomy businesses is shaped thru the design, interpretation, and management of the experience. In the gastronomy literature, holistic model proposals conceptualizing the gastronomic experience as a systematic and cyclical branding process are limited. This study aims to fill the aforementioned gap. The proposed conceptual model consists of four stages: experience design, meaning-making of the experience, experiential attachment, and continuity of the experience. The model proposes that branding in gastronomy is the fundamental mechanism for generating sustainable competitive advantage and long-term brand value thru the embedding of experience in memory. In this context, examining gastronomy as a field that brands itself through experience will make a significant contribution to the literature.

Keywords

• Branding in gastronomy
• Experience-based branding
• Experience design
• Experiential attachment

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