Hatırlanabilir Etnik Yemek Deneyim Bileşenlerini Belirlemek: Londra'daki Türk Mutfağı Örneği

Abstract

Bu çalışmanın öncelikli amacı Londra'da Türk mutfağının unutulmaz etnik yemek deneyimini ortaya koymaktır. Araştırmanın amacına ulaşmak için, hatırlanabilir etnik yemek deneyiminin bileşenlerini Kullanıcı Tarafından Oluşturulan İçerik (UGC) tekniği ile tespit etmek için nitel bir çalışma yöntemi olan netnografi yaklaşımı kullanılmıştır. Veriler, TripAdvisor üzerinden tüketicilerin Türk yemekleriyle ilgili yemek deneyimleri hakkında yayınlanan yorumlarından elde edilmiştir (n: 2324). Bu çalışmanın bulguları, geleneksel kahvaltı deneyiminin beş ana bileşeni olduğunu ortaya koymuştur: misafirperverlik ve sosyal etkileşim, lezzet ve yemek özellikleri, hizmet ortamı, özgünlük, memnuniyet, tavsiye ve tekrar ziyaret niyetleri. Bu çalışmanın sonuçları, hizmet sağlayıcıların mevcut çalışmada tanımlanan bileşenlere odaklanarak unutulmaz etnik yemek deneyimi tasarımı çerçevesi oluşturmasına olanak tanımaktadır. Araştırmanın bulguları unutulmaz etnik yemek deneyimlerinin daha iyi anlaşılmasına katkı sağlamaktadır. Özgün katkılarından dolayı bu çalışma, özgün bulgular sunarak yemek deneyimi literatürünü genişletmektedir.

Keywords

• Londra
• Türk Mutfağı
• Etnik yemekler
• Unutulmaz Yemek Deneyimi

Understanding Components of The Memorable Ethnic Food Experience: A Case of Turkish Cuisine in London

Abstract

The primary goal of this study is to understand the memorable ethnic food experience of Turkish cuisine in London. To achieve the aim of the study, netnography approach, which is a qualitative study method, was used to ascertain the components of the memorable ethnic food experience via the User-Generated Content (UGC) technique. The data was garnered via TripAdvisor from consumers’ reviews posted regarding their food experience of Turkish food (n: 2324). The findings of this study posed that the memorable ethnic food experience has five main components: hospitality and social interaction, taste, and food characteristics, servicescape, authenticity, satisfaction, recommendation, and revisit intentions. The results of this study allow service providers to create a framework of memorable ethnic food experience design by focusing on components identified in the present work. The findings of the study contribute to a better understanding of memorable ethnic food experiences. Because of its original contributions, this study extends the food experience literature by providing original findings

Keywords

• London
• Turkish Cuisine
• Ethnic food
• Memorable Food Experience

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