Foodstagramming ve Tatil Deneyimine Etkisi

Yıl 2019, Cilt: 21 Sayı: 4, 1335 - 1347, 30.12.2019

Duran Cankül Derya Avcı

https://doi.org/10.32709/akusosbil.556293

Öz

Yiyeceklere ve içeceklere ilişkin yemek
deneyimleme şeklini, sunumunu ve düşüncesini değiştiren Foodstagramming,
turistlerin yiyecek-içecek selfileri çekmeye ve paylaşmaya başladıkları yeni ve
popüler bir fenomendir. Dolayısı ile bu araştırmada yerli turistlerin tatil
deneyimlerinde Foodstagramming motivasyonlarını belirlemek ve bu
motivasyonların tatil deneyimine olan etkisini incelemek amaçlanmaktadır. Bu
amaç doğrultusunda araştırmada nicel araştırma yöntemlerinden anket tekniği
kullanılmıştır. Araştırmanın evreni Türkiye’deki Instagram kullanıcılarıdır.
Araştırmanın örneklemini ise kolayda örnekleme yöntemi ile belirlenen,
tatilleri sırasında yiyecek ve içecek fotoğrafları çeken ve bunları Instagramda
paylaşan 409 yerli turist oluşturmaktadır. Verilerin analizinde faktör,
korelasyon ve regresyon analizleri kullanılmıştır. Faktör analizi sonuçlarına
göre Foodstagramming motivasyon unsurları “kendini ifade etme”, “yemek
deneyiminin arttırılması”, “sosyal bağlantı”, “sosyal medya ağına katılım” ve
“özel-önemli gün hatırası” olmak üzere beş boyutta toplanmıştır. Korelasyon
analizi sonucunda Foodstagramming motivasyon unsurları ile tatil deneyimleri
arasında anlamlı ve pozitif yönlü ilişki olduğu belirlenmiştir. Regresyon
analizi sonuçları ise Foodstagramming motivasyon unsurlarının tatil deneyimine
pozitif etkisinin olduğunu, Foodstagramming motivasyon unsurları alt boyutları
çerçevesinde ise sadece “sosyal medya ağına katılım” boyutunun turistlerin
tatil deneyiminde etkili olmadığını göstermiştir.

Anahtar Kelimeler

Foodstagramming, yiyecek -içecek, tatil deneyimi, turizm

Foodstagramming and Its Effects on Holiday Experience

Öz

Foodstagramming that alters people’s habit of
consuming food and beverage, the way how they are presented and people’s
perspective on this habit is nowadays’ popular phenomenon. This phenomenon
encourages tourists to take selfies by the dining table and share them through
social media. Therefore, this research focuses on defining the motivation
parameters behind local tourists’ Foodstagramming adoption and observing how it
affects their holiday experiences. In that regard, surveying technique which is
one of the quantitative methods is used in this research. The universe of this
research is the Instagram users in Turkey. For the sampling part of the
research 409 local tourists that picture food and beverage and share these
photos through Instagram are used. These tourists are pre-defined using
convenience sampling method. Factor, correlation and regression analysis
methods are utilized in data analysis part. As a result of factor analysis,
there was five different motivation types in Foodstagramming adoption
consisting “Self-Expression”, “Enrichment of Dining Experience”, “social
interaction”, “Virtual Community Engagement” and “Special Occasion Memory”. As
a result of the correlation analysis, it was determined that there was a
significant and positive relationship between Foodstagramming motivation
factors and holiday experiences. The results of regression analysis showed that
Foodstagramming motivation had a positive effect on the holiday experience and
within the framework of Foodstagramming motivation factors, only in social
media network dimension was not effective the holiday experience of tourists.

Anahtar Kelimeler

Foodstagramming, food and beverage, holiday experience, tourism

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