Negatif Hatırlanabilir Yemek Deneyimlerin Belirlenmesi: Netnografik Bir Araştırma

Abstract

Hatırlanabilir yemek deneyimine ilişkin son yıllarda ciddi oranda önemli araştırmalar yapılmış, ancak bu araştırmalarda daha çok hatırlanabilir yemek deneyiminin pozitif yönünü odaklanıldığı, negatif yönünün ihmal edildiği görülmektedir. Dolayısıyla bu araştırmanın amacı negatif hatırlanabilir yemek deneyiminin bileşenlerini keşfetmektir. Araştırma amacı çerçevesinde toplanan veriler yerli ziyaretçilerin Mardin seyahatleri boyunca tüketmiş oldukları yerel yemek deneyimlerine ilişkin yaptıkları çevrim içi yorumlardan oluşmaktadır. İncelenmeye alınan çevrimiçi yorumlar kötü ve berbat puanlama şeklinde filtrelenmiştir. Nihayetinde araştırmanın veri setini toplamda 587 çevrimiçi yorum oluşturmaktadır. Verilerde zaman açısından herhangi bir kısıtlamaya gidilmemiş tüm olumsuz yorumlar veri analizine dâhil edilmiştir. Veri analizi için netnografik yöntem benimsenerek içerik analizi yardımıyla bulgulara ulaşılmıştır. Veri analizi sonucunda ulaşılan bulgular, negatif hatırlanabilir yemek deneyimini beş boyut altında toplandığını göstermektedir. Bu bulgular sırasıyla kaba davranışlar, fiziksel özellikler, adil olmayan fiyat, zayıf hizmet, hijyensizlik şeklinde belirlenmiştir. Araştırmanın keşfedici araştırma olmasından dolayı hatırlanabilir yemek deneyiminin negatif bileşenleri ortaya koymaya çalışan ilk araştırma olma özelliği nedeniyle ilgili alanyazının gelişmesinde önemli katkı sunmaktadır.

Keywords

• Mardin
• Negatif hatırlanabilir yemek deneyimi
• Netnografik araştırma

Exploring Negative Memorable Food Experiences: A Netnographic Study

Abstract

Significant food research has been conducted in recent years on the memorable food experience, but it seems that these studies focus mostly on the positive of the memorable food experience and the negative memorable food experience is largely neglected. Therefore, the purpose of this research is to explore the components of the negative memorable food experience. The data online comments posted by local visitors regarding the local food experiences during their Mardin travels. Online reviews were filtered into bad and terrible ratings. The data set of the research consists of a total of 587 reviews. All negative comments were included in the data analysis without any time restriction. The netnographic method was adopted for data analysis and the findings were obtained with the help of content analysis. The findings indicated that negative memorable food experiences are grouped under five dimensions which are rude behaviour, physical characteristics, unfair price, poor service, and unhygienic conditions, respectively. This study makes a significant contribution to the existing literature as it is the first research to reveal the negative components of the memorable food experience.

Keywords

• Mardin
• Negative memorable food experience
• Netnographic research

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