Gastronomy Tourism and Food Markets: A Netnographic Research

Abstract

Food markets, which are common in many countries, are one of the most important products in the context of gastronomy tourism in recent years. These places, which reflect the culinary culture of the region, can add unique features to the destinations. This research aims to determine the expectations, experiences, satisfaction and dissatisfaction of tourists visiting food markets. While the population of this study, which is designed with the netnography technique, consists of comments made about all food markets in Turkey, the sample of the research consists of online comments made about Sığacık Village Market. Three hundred fifty three online reviews accessed via the Tripadvisor website were subjected to content analysis and descriptive analysis. According to the results of the research, the food market expectations of the tourists; the unusualness of the market, the desire to revive the memories, to feed, to shop, to relax and to find natural/organic products. However, while authenticity, diversity, solidarity, sincerity and being different are the factors that determine the satisfaction of the tourists, the fact that the products offered are not natural and local, persistent sales efforts, lack of hygiene, commercialization and to be crowded are the factors that cause dissatisfaction. The experiences of the food market tourists are shaped within the framework of entertainment, education, esthetics, escape and flow experiences

Keywords

• Gastronomy tourism
• netnography
• Sığacık Village Market
• tourist satisfaction and experience

Gastronomi Turizmi ve Gıda Pazarları: Netnografik Bir Araştırma

Abstract

Birçok ülkede yaygın olan gıda pazarları, son yıllarda gastronomi turizmi bağlamında dikkat çeken ürünlerin başında gelmektedir. Bölgenin mutfak kültürünü yansıtan bu alanlar destinasyonlara benzersiz özellikler katabilmektedir. Bu araştırma, gıda pazarlarını ziyaret eden turistlerin beklentilerini, deneyimlerini, memnuniyetlerini ve memnuniyetsizliklerini belirlemeyi amaçlamaktadır. Netnografya tekniği ile tasarlanan bu çalışmanın evrenini Türkiye’deki tüm gıda pazarları hakkında yapılan yorumlar oluşturmakta iken araştırmanın örneklemini ise Sığacık Köy Pazarı hakkında yapılan çevrimiçi yorumlar oluşturmaktadır. Tripadvisor internet sitesi üzerinden ulaşılan 353 yorum, içerik analizine ve betimsel analize tabi tutulmuştur. Araştırmanın sonuçlarına göre, turistlerin gıda pazarı beklentileri; pazarın alışılmışın dışında olması, anılarını canlandırma arzuları, karın doyurma, alışveriş, rahatlama ve doğal/organik ürün bulmadır. Bununla beraber, otantiklik, çeşitlilik, dayanışma, samimiyet ve farklı olma turistlerin memnuniyetini belirleyen unsurlar iken sunulan ürünlerin doğal ve yöreye özgü olmaması, ısrarlı satış çabaları, hijyen eksikliği, ticarileşme ve kalabalık memnuniyetsizliğe yol açan unsurlar olarak belirlenmiştir. Gıda pazarı turistlerinin deneyimleri ise eğlence, eğitim, estetik, kaçış ve akış deneyimleri çerçevesinde şekillenmektedir

Keywords

• Gastronomi turizmi
• netnografi
• Sığacık Köy Pazarı
• turist memnuniyeti ve deneyimi
• Gastronomy tourism
• netnography
• Sığacık Village Market
• tourist satisfaction and experience

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