Kapadokya Bölgesi’ndeki Fine-Dining Restoranların Tekrar Ziyaret Edilme Niyetlerinin İncelenmesi

Year 2024, Volume: 21 Issue: 1, 89 - 115, 29.03.2024

Neşe Yılmaz , İrem Yıldırım , Gaye Deniz , Murat Toker

https://doi.org/10.24010/soid.1368627

Abstract

Bu araştırmanın amacı, Kapadokya Bölgesi’nde faaliyet gösteren fine-dining restoran müşterilerinin tekrar ziyaret etme niyetleriyle ilişkili faktörleri incelemektir. Çalışmada fine-dining restoranları ziyaret eden müşterilerin Tripadvisor üzerindeki yorumları nitel araştırma yöntemiyle ele alınmıştır. Verilerin analizi için MAXQDA nitel veri analiz programı kullanılmış ve yorumlar içerik analizi yöntemiyle analiz edilmiştir. Veri analizi sonucuna göre fine-dining restoranlarda müşteriler için en önemli dört ana tema yiyecek içecek, hizmet, atmosfer ve fiyat olmuştur. Çalışma kapsamında bu ana temalara ek olarak 22 adet alt tema elde edilmiştir. Çalışmanın sonunda, bulguların sonuçları tartışılmış, çalışmanın literatüre katkısı belirtilerek geleceğe yönelik çalışmalara ve fine-dining restoranlarına yönelik öneriler sunulmuştur. Buna göre fine-dining restoranların özgün tarifler oluşturmaları, hizmet kalitesinden ödün vermemeleri, müşteriyle iletişimde iyi olmaları, doğru bilgi aktarımı konusunda personeli eğitmeleri önem taşımaktadır.

Keywords

Fine dining, restoran, tekrar ziyaret etme niyeti, Kapadokya

Examining the Intention to Revisit Fine-Dining Restaurants: The Case of Cappadocia

Abstract

The aim of this study is to examine the factors associated with the revisit intention of fine-dining restaurant customers operating in the Cappadocia Region. The study utilized a qualitative research approach to examine the feedback provided by customers who had visited fine-dining restaurants on Tripadvisor. MAXQDA qualitative data analysis program was utilized for the analysis of the data and the comments were analyzed using the content analysis method. As a result of data analysis, the four most important main themes for customers in fine-dining restaurants were food and beverage, service, atmosphere, and price. In addition to these main themes, 22 sub-themes were obtained within the scope of the study. At the conclusion of the study, the researchers discussed the implications of their findings, highlighting the significance of their contribution to the existing literature. The study also provided valuable recommendations for future research and fine-dining restaurant businesses. Accordingly, it is emphasized that fine-dining restaurants should create unique recipes, maintain service quality, excel in communication with customers, and train their staff in accurate information transfer.

Keywords

Fine-dining, Restaurant, Revisit intention, Cappadocia

References

• Abbasi, G. A., Yow, B. C. ve Goh, Y. N. (2020). “Does the Milk Powder Scare Matter? A Survey Examining Penang's Consumer Purchase Intention with Attitude as the Mediator”, International Food Research Journal, 27(2), ss. 327-338.
• Abdullah, S., Van Cauwenberge, P., Vander Bauwhede, H., & O'Connor, P. (2022). User-generated reviews and the financial performance of restaurants. International Journal of Contemporary Hospitality Management, 34(10), ss. 3697-3714.
• Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior, Springer.
• Ajzen, I. (1991). “The Theory of Planned Behavior”, Organizational Behavior and Human Decision Processes, 50(2), ss. 179-211.
• Akyüz, H. (2020). “Fine-dining”, Gastronomi Sözlüğü A dan Z ye, (Edt. M. Sarıışık; G. Özbay; V. Ceylan), Ankara: Detay Yayıncılık.
• Albayrak, A. (2014). “Müşterilerin Restoran Seçimlerini Etkileyen Faktörler: İstanbul Örneği”, Anatolia: Turizm Araştırmaları Dergisi, 25(2), ss. 190-201.
• Alegre, J. ve Cladera, M. (2009). “Analysing the Effect of Satisfaction and Previous Visits on Tourist Intentions to Return”, European Journal of Marketing, 43(5/6), ss. 670-685.
• Amelia, M. ve Garg, A. (2016). “The First Impression in a Fine-Dining Restaurant. A study of C Restaurant in Tampere, Finland”, European Journal of Tourism, Hospitality, and Recreation, 7(2), ss. 100-111.
• An, S., Suh, J. ve Eck, T. (2019). “Examining Structural Relationships Among Service Quality, Perceived Value, Satisfaction and Revisit Intention for Airbnb Guests”, International Journal of Tourism Sciences, 19(3), ss. 145-165.
• Arora, R. ve Singer, J. (2006). “Customer Satisfaction and Value as Drivers of Business Success for Fine-dining Restaurants”, Services Marketing Quarterly, 28(1), ss. 89–102.
• Baker, D. A. ve Crompton, J. L. (2000). “Quality, Satisfaction and Behavioral Intentions”, Annals of Tourism Research, 27(3), ss. 785–803.
• Barreda, A., ve Bilgihan, A. (2013). An analysis of user‐generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), ss. 263-280.
• Bekar, E. ve Bekar, A. (2020). “Fine-Dining Restoran İşletmelerinde Canlı Müzik: Müşteriler ve İşletmeler Açısından Değerlendirilmesi”, Journal of Tourism and Gastronomy Studies, 8(2), ss. 1396-1412.
• Bonfanti, A., Vigolo, V., Yfantidou, G. ve Gutuleac, R. (2023). “Customer Experience Management Strategies in Upscale Restaurants: Lessons From The Covid-19 Pandemic”, International Journal of Hospitality Management, 109, ss. 103416.
• Candra, S. (2013, July). Revisit Technology Acceptance Model for Internet Banking (Case study: Public banking in Indonesia), International Conference on Computer, Networks and Communication Engineering (ICCNCE), Atlantis Press.
• Cao, Y., Li, X. R., DiPietro, R. ve So, K. K. F. (2019). “The creation of memorable dining experiences: Formative index construction”, International Journal of Hospitality Management, 82, ss. 308-317.
• Cassar, M. L., Caruana, A. ve Konietzny, J. (2020). “Wine and Satisfaction with Fine Dining Restaurants: An Analysis of Tourist Experiences from User Generated Content on TripAdvisor”, Journal of Wine Research, 31(2), ss. 85-100.
• Chon, A. (1990). “Study of Customer Loyalty and Image of Fine-Dining Restaurant”, Tourism Review, 45(2), ss. 2–9.
• Creswell, J. W., ve Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications.
• Decrop, A. (1999). “Triangulation in qualitative tourism research”, Tourism Management, 20(1), ss. 157-161.
• Denzin, N. K. (1970). The Research Act: A Theoretical Introduction to Sociological Methods. Chicago: Aldine.
• DiPietro, R. B. ve Campbell, J. (2014). “The Influence of Servicescape and Local Food Attributes on Pleasure and Revisit Intention in An Upscale-Casual Dining Restaurant”, Hospitality Review, 31(4), ss. 1.
• Eliwa, R. A. (2006). A Study of Customer Loyalty and The Image of The Fine-dining Restaurant, OSU-Electronic Theses and Dissertations, Cairo, Egypt: Oklahoma State University Hospitality Administration.
• Gagić, S., Tešanović, D. ve Jovičić, A. (2013). “The Vital Components of Restaurant Quality That Affect Guest Satisfaction”, Turizam, 17(4), ss. 166-176.
• Güleç, H. ve Ünlüönen, K. (2022). “Çevreye Duyarlı Mutfak Uygulamaları: Ankara Yeşil Otel Restoranları Örneği”, Journal of Tourism and Gastronomy Studies, 10(2), ss. 1226-1251.
• Güneş, S. G. (2013). “Eco-Gastronomy, Tourism and Sustainability: The Rise of Sustainable Restaurants in the World”, Organization, 16, ss. 67-84.
• Ha, J. ve Jang, S. S. (2012). “The Effects of Dining Atmospherics on Behavioural Intentions Through Quality Perception”, Journal of Services Marketing, 26(3), ss. 204-215.
• Haggarty, L. (1996). “What is Content Analysis?”, Medical Teacher, 18(2), ss. 99-101.
• Hanai, T., Oguchi, T., Ando, K. ve Yamaguchi, K. (2008). “Important Attributes of Lodgings to Gain Repeat Business: A Comparison Between Individual Travels and Group Travels”, International Journal of Hospitality Management, 27(2), ss. 268-275.
• Harrington, R. J., Ottenbacher, M. C. ve Kendall, K. W. (2011). “Fine-Dining Restaurant Selection: Direct and Moderating Effects of Customer Attributes”, Journal of Foodservice Business Research, 14(3), ss. 272-289.
• Harwood, T. G. ve Garry, T. (2003). “An Overview of Content Analysis”, The marketing review, 3(4), ss. 479-498.
• Herring, S. C. (2010). “Web Content Analysis: Expanding the Paradigm”, International handbook of Internet research, ss. 233-249.
• Hui, T. K., Wan, D. ve Ho, A. (2007). “Tourists’ Satisfaction, Recommendation and Revisiting Singapore”, Tourism Management, 28(4), ss. 965-975.
• Hwang, J. ve Ok, C. (2013). “The Antecedents and Consequence of Consumer Attitudes Toward Restaurant Brands: A Comparative Study Between Casual and Fine-Dining Restaurants”, International Journal of Hospitality Management, 32, ss. 121-131.
• Irani, B., Fathollahzadeh, M. ve Alavi, M. A. (2012). “A Study of the Determinants of Customer Revisit İntentions: A Case Study in The Branches of Sepah Bank in Ardabil Province”, Advances in Environmental Biology, 6(7), ss. 2026-2031.
• Islam, T., Ahmed, I., Ali, G. ve Ahmer, Z. (2019). “Emerging Trend of Coffee Cafe in Pakistan: Factors Affecting Revisit Intention”, British Food Journal, 121(9), ss. 2132-2147.
• Jeong, E. ve Jang, S. S. (2015). “Healthy Menu Promotions: A Match Between Dining Value and Temporal Distance”, International Journal of Hospitality Management, 45, ss. 1–13.
• Jia, S. (2019). Measuring tourists’ meal experience by mining online user-generated content about restaurants. Scandinavian Journal of Hospitality and Tourism, 19(4-5), ss. 371-389.
• Jin, N., Goh, B., Huffman, L. ve Yuan, J. J. (2015). “Predictors and Outcomes of Perceived Image of Restaurant Innovativeness in Fine-Dining Restaurants”, Journal of Hospitality Marketing & Management, 24(5), ss. 457-485.
• Kala, D. (2020). “Examining the Impact of Food Attributes and Restaurant Services on Tourist Satisfaction: Evidence from Mountainous State of India”, Journal of Quality Assurance in Hospitality & Tourism, 21(4), ss. 430-453.
• Kandemir Altunel, G. ve Çifçi, İ. (2021). “Fine-Dining Restoranlarda Müşteri Memnuniyetini Etkileyen Unsurların Belirlenmesi: Netnografik Bir Araştırma”, Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 23(4), ss. 1523-1537.
• Karunarathne, A. ve Dassanayake, H. C. (2019, August), Better Dining Experience to Ensure Revisit Intention: Moderating Effect of Generation Type. Kuala Lumpur International Business Economics and Law Conference: ss. 1-16.
• Kazancı, O. ve Atay, H. (2022). “Restoranlarda Yenilikçiliğin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi: Kuşadası Restoranları Üzerine Bir Uygulama”, Türk Turizm Araştırmaları Dergisi, 6(1), ss. 40-57.
• Kim, W. G. ve Moon, Y. J. (2009). “Customers’ Cognitive, Emotional, and Actionable Response to The Servicescape: A Test of the Moderating Effect of the Restaurant Type”, International Journal of Hospitality Management, 28, ss. 144-156.
• Knutson, B. (2000). “College Students and Fast Food: How Students Perceive Restaurant Brands”, Cornell Hospitality Quarterly, 41(3), ss. 68–74.
• Kozak, M. (2001). “Repeaters’ Behavior at Two Distinct Destinations”, Annals of Tourism Research, 28(3), ss. 784-807.
• Kustos, M., Goodman, S., Jeffery, D. W. ve Bastian, S. E. (2021). “Appropriate Food and Wine Pairings and Wine Provenance Information: Potential Tools for Developing Memorable Dining Experiences”, Food Quality and Preference, 94, ss. 104297.
• Kusumawati, A. ve Utomo, H. S. (2020). “Effects of Sustainability on Wom Intention and Revisit Intention, with Environmental Awareness as a Moderator”. Management of Environmental Quality: An International Journal, 31(1), ss. 273-288.
• Lai, C. N., Yu, T. K. ve Kuo, J. K. (2010). “How to Say Sorry: Increasing Revisit Intention Through Effective Service Recovery in Theme Parks”, Social Behaviour and Personality: An International Journal, 38(4), ss. 509-514.
• Lai, S., Zhang, S., Zhang, L., Tseng, H. W. ve Shiau, Y. C. (2021). “Study on The Influence of Cultural Contact and Tourism Memory on the Intention to Revisit: A Case Study of Cultural and Creative Districts”, Sustainability, 13(4), ss. 2416.
• Lamai, G. H., Thavorn, J., Klongthong, W. ve Ngamkroeckjoti, C. (2020). “Critical Factors Influencing Revisit Intention of Large Restaurant Chains in Myanmar”, Journal of Distribution Science, 18(12), ss. 31-43.
• Lee, K. J. (2005). “A Practical Method of Predicting Client Revisit Intention in A Hospital Setting”, Health Care Management Review, 30(2), ss. 157-167.
• Liu, Y., ve Jang, S. S. (2009). “Perceptions of Chinese Restaurants in the US: What Affects Customer Satisfaction and Behavioural Intentions?”, International Journal of Hospitality Management, 28(3), ss. 338-348.
• Loi, L. T. I., So, A. S. I., Lo, I. S. ve Fong, L. H. N. (2017). “Does the Quality of Tourist Shuttles Influence Revisit Intention Through Destination Image and Satisfaction? The Case of Macao”, Journal of Hospitality and Tourism Management, 32, ss. 115-123.
• McQueen, D. (2019). Hotel and Restaurant User-generated Content: Cultivating Absorptive Capacity for Improvements in Organizational Performance. Wilmington University (Delaware).
• Merriam, S. B. (2015). “Qualitative Research: Designing, Implementing, and Publishing a Study”. In Handbook of Research on Scholarly Publishing and Research Methods (pp. 125-140). IGI Global.
• Michel, C., Velasco, C., Gatti, E., ve Spence, C. (2014). “A taste of Kandinsky: Assessing the influence of the artistic visual presentation of food on the dining experience”, Flavour, 3(1), ss. 1-11.
• Namkung, Y., ve Jang, S. (2007). “Does Food Quality Really Matter in Restaurants? Its Impact on Customer Satisfaction and Behavioural Intentions”, Journal of Hospitality & Tourism Research, 31(3), ss. 387-409.
• Neuendorf, K. A. (2017). The Content Analysis Guidebook. Thousand Oaks, CA: Sage.
• Ngoc, K. M. ve Trinh, N. T. (2015). “Factors Affecting Tourists’ Return Intention Towards Vung Tau City, Vietnam-A Mediation Analysis of Destination Satisfaction”, Journal of Advanced Management Science, 3(4), ss. 292-298.
• Njite, D., Dunn, G. ve Kim, L. H. (2008). “Beyond Good Food: What Other Attributes Influence Consumer Preferences and Selection of Fine-dining Restaurants?”, Journal of Foodservice Business Research, 11(2), ss. 237–266.
• Noone, B. S., Kimes, S. E., Mattila, A. S. ve Wirtz, J. (2007). “The Effect of Meal Pace on Customer Satisfaction”, Cornell Hospitality Quarterly, 48(3), ss. 231–245.
• Patton, M. Q. (1990). Qualitative evaluation and research methods. SAGE Publications, Inc.
• Petrick, J. F., Morais, D. D. ve Norman, W. C. (2001). “An Examination of the Determinants of Entertainment Vacationers’ Intentions to Revisit”, Journal of Travel Research, 40(1), ss. 41-48.
• Pighin, M., Alvarez-Risco, A., Del-Aguila-Arcentales, S., Rojas-Osorio, M. ve Yáñez, J. A. (2022). “Factors of the Revisit Intention of Patients in the Primary Health Care System in Argentina”, Sustainability, 14(20), ss. 13021.
• Prihantini, L. (2023). “Exploring the Impact of Atmospheric Quality on Customer Satisfaction and Revisit Intentions in Fine-dining Restaurants”, Asia Pacific Journal of Social Science Research, 8(1), ss. 1-12.
• Quintal, V. A. ve Polczynski, A. (2010). “Factors Influencing Tourists' Revisit Intentions”, Asia Pacific Journal of Marketing and Logistics, 22(4), ss. 554-578.
• Radjenović, M. (2014). “Development Model of the Fine-dining Restaurant”. In Faculty of Tourism and Hospitality Management in Opatija”, Biennial International Congress, Tourism & Hospitality Industry (p. 631), University of Rijeka, Faculty of Tourism & Hospitality Management.
• Rahman, M. S., Bag, S., Hassan, H., Hossain, M. A. ve Singh, R. K. (2022). “Destination Brand Equity and Tourist's Revisit Intention Towards Health Tourism: An Empirical Study”, Benchmarking: An International Journal, 29(4), ss. 1306-1331.
• Rozekhi, N. A., Hussin, S., Siddiqe, A. S. K. A. R, Rashid, P. D. A. ve Salmi, N. S. (2016). “The Influence of Food Quality on Customer Satisfaction in Fine-dining Restaurant: Case in Penang”, International Academic Research Journal of Business and Technology, 2(2), ss. 45-50.
• Sarıgül, S. ve Ayyıldız, T. (2022). “Restoranlarda Algılanan Hizmet Kalitesinin Müşteri Tatmini ve Tekrar Ziyaret Etme Niyeti Üzerine Etkisi”, Türk Turizm Araştırmaları Dergisi, 6(3), ss. 628-644.
• Sohn, H. K., Lee, T. J. ve Yoon, Y. S. (2016). “Relationship Between Perceived Risk, Evaluation, Satisfaction, and Behavioral Intention: A Case of Local-Festival Visitors”, Journal of Travel & Tourism Marketing, 33(1), ss. 28-45.
• Top, S. ve Yarmacı, N. (2021). “Fine-dining Restoranlarda Türk Mutfağının Yeri: İstanbul Örneği (The Place of Turkish”, Journal of Tourism and Gastronomy Studies, 9(1), ss. 314-340.
• Tosun, C., Dedeoğlu, B. B. ve Fyall, A. (2015). “Destination Service Quality, Affective Image and Revisit Intention: The Moderating Role of Past Experience”, Journal of Destination Marketing & Management, 4(4), ss. 222-234.
• Tsaur, S. H. ve Yen, C. H. (2019). “Service Redundancy in Fine-Dining: Evidence from Taiwan”, International Journal of Contemporary Hospitality Management, 31(2), ss. 830–854.
• Um, S., Chon, K. ve Ro, Y. (2006). “Antecedents of Revisit Intention”, Annals of Tourism Research, 33(4), ss. 1141-1158.
• Weiss, R., Feinstein, A. H. ve Dalbor, M. (2004). “Customer Satisfaction of Theme Restaurant Attributes and Their Influence on Return Intent”, Journal of Foodservice Business Research, 7(1), ss. 23-41.
• Wen, H., Park, E., Tao, C. W., Chae, B., Li, X., ve Kwon, J. (2020). Exploring user-generated content related to dining experiences of consumers with food allergies. International Journal of Hospitality Management, 85, ss. 102357.
• Zboja, J. ve Voorhees, C. (2006). “The Impact of Brand Trust and Satisfaction on Retailer Repurchase Intentions”, Journal of Services Marketing, 20(5), ss. 381–390.
• Zhang, T., Chen, J. ve Hu, B. (2019). “Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience”, Sustainability, 11(12), ss. 3437.