Türk baklavasının gastronomik imajı: Tripadvisor’daki kullanıcı yorumlarının incelenmesi

Yıl 2024, Cilt: 6 Sayı: 1, 208 - 217, 30.06.2024

Murat Ödemiş

https://doi.org/10.53601/tourismandrecreation.1476935

Öz

Bu araştırmada, TripAdvisor yorum sitesindeki kullanıcı yorumlarına dayanılarak Türk baklavasının gastronomik imajının belirlenmesi amaçlanmıştır. Bu kapsamda; Türkiye’de baklava üretimi ve satışı yapan restoranların sundukları ürün ve hizmetlerin yeterliliği ve kalitesi, öne çıkan olumlu ve olumsuz yönleri içerik analizi yönteminden yararlanılarak değerlendirilmeye çalışılmıştır. Veriler, TripAdvisor kullanıcı yorum sitesinde kullanıcıların 2022 ve 2023 yıllarında restoranlarla ilgili yapmış oldukları yorumlara dayanmaktadır. Araştırmada ortaya çıkan sonuçlar, kelime bulutu yöntemiyle görselleştirilerek sunulmuştur. Araştırma sonucunda; yerli ziyaretçilerin Türk baklavasını ağırlıklı olarak mükemmel, lezzetli ve pahalı olarak değerlendirdikleri ortaya çıkmıştır. Yabancı ziyaretçiler ise, ağırlıklı olarak Türk baklavasını benzerlerine göre en iyisi, lezzetli ve pahalı olarak değerlendirmişlerdir. Araştırmada, özellikle Gaziantep’te faaliyet gösteren restoranlara ulusal ve uluslararası çapta Türk baklavasına yönelik tanıtım faaliyetlerini artırmaları; hizmet kalitesine, üretim standartlarına ve fiyat-kalite arasındaki dengenin korunmasına daha fazla hassasiyet göstermeleri önerilmektedir.

Anahtar Kelimeler

Gastronomi, Gastronomik İmaj, Türk Baklavası, Çevrimiçi Tüketici Yorumları

Gastronomic image of Turkish baklava: analyzing user reviews on TripAdvisor

Öz

This study aims to determine the gastronomic image of Turkish baklava based on user reviews on the TripAdvisor review website. In this context, the adequacy and quality of the products and services offered by the restaurants producing and selling baklava in Türkiye, as well as the salient positive and negative aspects, were evaluated using the content analysis method. The data are based on the reviews made by users on the TripAdvisor user review website about restaurants in 2022 and 2023. The results of the research are presented by visualizing them with the word cloud method. As a result of the research, it was found that domestic visitors rate Turkish baklava as excellent, delicious, and expensive. Foreign visitors mainly evaluated Turkish baklava as the best, most delicious, and most expensive compared to its counterparts. The study suggests that restaurants, especially those operating in Gaziantep, should increase their promotional activities for Turkish baklava at national and international levels show more sensitivity to service quality, and production standards, and maintain the balance between price and quality.

Anahtar Kelimeler

Gastronomy, Gastronomic Image, Turkish Baklava, Online Consumer Reviews

Kaynakça

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