jtri Journal of Tourism Research Institute 2718-0093 2718-0093 Nevsehir Haci Bektas Veli University Tourism (Other) Turizm (Diğer) Profesyonel Turist Rehberlerine Ait Ekonomik Kaygı, İşle İlgili Gelişmeleri Kaçırma Korkusu ve İş Amaçlı Sosyal Medya Kullanımı A Consumer Perspective On Cappadocia Women's Cooperatives Restaurants: The Case Of Tripadvisor https://orcid.org/0000-0001-6906-5679 Özsoy Aybüke NEVŞEHİR HACI BEKTAŞ VELİ ÜNİVERSİTESİ https://orcid.org/0000-0003-1493-5379 Yılmaz İbrahim NEVŞEHİR HACI BEKTAŞ VELİ ÜNİVERSİTESİ 12 31 2024 5 2 91 113 08 04 2024 10 30 2024 Copyright © 2020, Journal of Tourism Research Institute 2020 Journal of Tourism Research Institute

Turist rehberlerinin profesyonelliği, performansı, iletişim yetenekleri ve hizmet sunma becerileri, tur programlarının başarısını ve turist memnuniyetini önemli ölçüde etkileyerek turları unutulmaz bir deneyime dönüştürmektedir. Dolayısıyla profesyonel turist rehberlerinin kaygıları üzerinde durulması gerekmektedir. Bu kapsamda bu çalışmanın amacı, turist rehberlerinin yaşadığı ekonomik kaygının, işle ilgili gelişmeleri kaçırma korkusunun ve iş amaçlı sosyal medya kullanımının sosyo-demografik özelliklere göre farklılaşıp farklılaşmadığını ortaya koymaktır. Bu kapsamda örneklem oranlı tabakalı örneklem yöntemiyle belirlenmiştir ve Türkiye’de faaliyet gösteren 363 turist rehberinden oluşmaktadır. Araştırmada turist rehberlerinin sosyo-demografik özelliklerinin değerlendirilmesine ilişkin frekans dağılımı analizi, T testi ve Anova testi gibi istatistiksel analiz yöntemleri kullanılmıştır. Bulgulara göre eğitim durumu, cinsiyet ve medeni durum ile ekonomik kaygılar arasında anlamlı bir fark bulunmuştur. Yine yaş ve mesleki deneyim, iş amaçlı sosyal medya kullanımını farklılaştırmaktadır. Fakat rehberlerin iş ile ilgili gelişmeleri kaçırma korkusu ile sosyo-demografik özellikler arasında anlamlı farklılıklar bulunamamıştır.

Cappadocia Region is one of the leading tourism destinations in Turkey with its historical and cultural richness. The gastronomic potential of the region makes local flavors an important attraction for tourists. Women's cooperatives, in particular, play a critical role in preserving local culinary culture and integrating it with tourism. Therefore, this study focuses on analyzing consumer reviews of restaurants run by women's cooperatives in the Cappadocia Region. Within the scope of the study, a total of 333 online reviews of women's cooperatives operating as restaurants on the Tripadvisor platform in the Cappadocia Region were analyzed using content analysis, one of the qualitative research methods. As a result of the research findings, six main themes (food taste, product variety, cleanliness and hygiene, price, service and support for women's entrepreneurship) and two sub-themes (positive and negative) were identified. This study, based on the analysis of consumer reviews for restaurants operated by women’s cooperatives in the Cappadocia region, highlights the significance of local enterprises that contribute to gastronomic tourism. Findings indicate that tourists appreciate the authenticity and quality of local dishes; however, delays in service, hygiene issues, and price-performance imbalances lead to dissatisfaction. In this context, women’s cooperatives play a vital role in enhancing the region's gastronomic tourism with their traditional flavors, though improving service quality could further strengthen this contribution. The study offers recommendations for improving service quality to strengthen the impact of women's cooperatives in the tourism sector.

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