Araştırma Makalesi
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Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi

Yıl 2022, Cilt: 22 Sayı: 2, 873 - 886, 31.07.2022
https://doi.org/10.11616/asbi.1102562

Öz

Sosyal medyanın hayatımıza girmesiyle birlikte aktif olarak bilgi paylaşımlarının yapıldığı, geniş kitlelere ulaşmakta aracı rol üstlenen web sayfalarının (blogların) kullanımı hızla artmıştır. Özellikle görselliğin ve tanıtım unsurlarının ön plana çıkartıldığı turizm ve gastronomi işletmeleri web sayfalarından etkin olarak yararlanmaktadır. Bireylerin gastronomi blog sayfaları aracılığıyla edinmiş oldukları bilgiler tatma davranışına olumlu etki edebilmektedir. Gastronomi bloglarının insanları etkilemeye yönelik bir çok misyonu (bilgi sunmak, rehberlik yapmak, imaj oluşturmak, siber topluluk etkisi, sosyal etki, empati yaratmak, deneyim yaşatmak) bulunmaktadır. Bu çalışmada temel olarak gastronomi bloglarının, bireylerin tatma davranışı üzerinde yarattığı etkiler incelenmiştir. Çalışma verilerinin toplanması için nicel veri toplama yöntemi olan anket tekniğinden yararlanılmıştır. Araştırma kapsamında gastronomi bloglarını takip eden 450 kişiyle iletişime geçilmiş 391 dönüt sağlanmıştır. Elde edilen bulgular SPSS Process programı kullanılarak analiz edilmiştir. İncelenen bulgulara göre gastronomi blogları ve tatma davranışı arasında pozitif yönlü ve anlamlı bir ilişki bulunmuştur.

Kaynakça

  • Asperen, M., Rooij, P. ve Dijkmans, C. (2017), Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry, International Journal of Hospitality & Tourism Administration, 19(1), s. 78-94.
  • Bagozzi, R. P., ve Yi, Y. (1988), On the evaluation of structural equation models, Journal of the academy of marketing science, 16(1), s. 74-94.
  • Boyne, S., Hall, D., ve Williams, F. (2003), Policy, support and promotion for food-related tourism initiatives: A marketing approach to regional development, Journal of Travel & Tourism Marketing, 14(3-4), s. 131-154.
  • Burke, M., Marlow, C. ve Lento, T.M. (2010), Social network activity and social well-being, Proceedings of the 28th International Conference on Human Factors in Computing Systems, Atlanta, Georgia.
  • Christakis, N. A., ve Fowler, J. H. (2007), The spread of obesity in a large social network over 32 years, New England journal of medicine, 357(4), s. 370-379.
  • Cizrelioğulları, M. N., Altun, Ö., ve Barut, P. (2020), Sosyal medya uygulamalarını kullanan Z kuşağının gastronomi turizmi açısından incelenmesi, Gastronomi Araştrmaları. Ankara: İksad Yayınevi.
  • Dedeoğlu, B.B., Taheri, B., Okumus, F. ve Gannon, M. (2020), Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation, Tourism Management, 76.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J. ve Goodman, S. (2019), Social media engagement behavior A framework for engaging customers through social media content, European Journal of Marketing, 53(10), s. 2213-2243.
  • Durukan, T., Bozacı, I. ve Hamsioglu, A.B. (2012), An Investigation of Customer Behaviours in Social Media, European Journal of Economics, Finance and Administrative Sciences, 44(44), s. 148-159.
  • Eröz, S.S. ve Doğdubay, M. (2012), Turistik Ürün Tercihinde Sosyal Medyanın Rolü ve Etik İlişkisi, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 27(1), s. 133-157.
  • Eryılmaz, B. ve Şengül, S. (2016), Sosyal medyada paylaşılan yöresel yemek fotoğraflarının turistlerin seyahat tercihleri üzerindeki etkisi. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 1(1), s. 32-42.
  • Filieri, R., Alguezaui, S. ve McLeay, F. (2015), Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth, Tourism management, 51, s. 174-185.
  • Fleming-Milici, F. ve Harris, J. L. (2020), Adolescents’ engagement with unhealthy food and beverage brands on social media, Appetite, 146.
  • He, W., Zha, S. ve Li, L. (2013), Social media competitive analysis and text mining: A case study in the pizza industry, International Journal of Information Management, 33 s. 464-472.
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010), The impact of new media on customer relationships. Journal of service research, 13(3), s. 311-330.
  • Horng, J. S. ve Tsai, C. T. S. (2010) Government websites for promoting East Asian culinary tourism: A cross-national analysis, Tourism management, 31(1) s. 74-85.
  • Hudson, S. ve Thal, K. (2013), The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing, Journal of Travel & Tourism Marketing, 30(1/2), s. 156-160.
  • Hwang, J., & Park, S. (2015). Social media on smartphones for restaurant decision-making process. In Information and Communication Technologies in Tourism, s. 269-281.
  • Jiang, Y., King, J. M. ve Prinyawiwatkul, W. (2014), A review of measurement and relationships between food, eating behavior and emotion, Trends in Food Science & Technology, 36(1), s. 15-28.
  • Kim, Y. G., Eves, A. ve Scarles, C. (2009), Building a model of local food consumption on trips and holidays: A grounded theory approach, International journal of hospitality management, 28(3),s. 423-431.
  • Kline, P. (1994), An Easy Guide To Factor Analysis, New York: Routledge.
  • Leung, D., Law, R. ve Hoof, H., Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, 30(1/2) s. 3-22.
  • Lim, X.J., NG, S.I., Chuah, F., Cham, T.H ve Rozali, A. (2019), I see, and I hunt The link between gastronomy online reviews, involvement and behavioural intention towards ethnic food, British Food Journal, 112(6), s. 1777-1800.
  • Lin, Y.S. ve Huang, J.Y. (2006), Internet blogs as a tourism marketing medium: A case study, Journal of Business Research, 59, s. 1201-1205.
  • Litvin, S.W., Goldsmith, R.E. ve Pan, B. (2008), Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29, s. 458-468.
  • Munar, A.M. ve Jacobsen, J.S. (2014), Motivations for sharing tourism experiences through social media, Tourism Management, 43, s. 46-54.
  • O'hara, K., Helmes, J., Sellen, A., Harper, R., Ten Bhömer, M. ve Van Den Hoven, E. (2012), Food for talk: Phototalk in the context of sharing a meal, Human–Computer Interaction, 27(1-2), s. 124-150.
  • Philip, L. (2016), Impact of Food Blogs on The Readers, Journal of Mass Communication & Journalism, 6(2).
  • Pudliner, B.A. (2007), Alternative Literature and Tourist Experience: Travel and Tourist Weblogs, Journal of Tourism and Cultural Change, 5(1), s. 46-59.
  • Rizky, R. M., Kusdi, R. ve Yusri, A. (2017), The impact of e-WOM on destination image, attitude toward destination and travel intention, Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), s. 94-104.
  • Sschmallegger, D. ve Carson, D. (2008), Blogs in tourism: Changing approaches to İnformation Exchange, Journal of Vacation Marketing, 14(2) s. 99-110.
  • Stone, M. J., Soulard, J., Migacz, S. ve Wolf, E. (2018). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research, 57(8), s. 1121-1132.
  • Tabachnick, B. G., Fidell, L. S. ve Ullman, J. B. (2007), Using multivariate statistics, Boston, MA: pearson.
  • Uçan, B. Z., Girgin, G. K. Ve Karaman, N. (2021), Youtube Yemek Kanallarının Tatma Davranışsal Niyeti Üzerine Etkisi. Kırklareli Üniversitesi Sosyal Bilimler Dergisi, 5(1), s. 1-28.
  • Vinerean, S., Cetina, I., Dumitrescu, L. ve Tichindelean, M. (2013). The Effects of Social Media Marketing on Online Consumer Behavior, International Journal of Business and Management, 8(14) s. 66-78.
  • Volo, S. (2010), Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists, Journal of Vacation Marketing, 16(4) s. 297-311.
  • Wang, H.Y. (2011), Exploring the factors of gastronomy blogs influencing readers’ intention to taste, International Journal of Hospitality Management, 30, s. 503-514.
  • Zhang, J.Q., Craciun, G. ve Shin, D. (2010), When Does Electronic Word-of Mouth Matter? A Study of Consumer Product Reviews, Journal of Business Research, 63, 1336-1341.
  • Zhu, M. ve Lai, S. (2009), A Study About The Ewom Influence On Tourısm Destination Choice, 2009 Internatıonal Conference on Electronic Commerce and Business Intelligence, Beijing, China.

ANALYSIS OF THE RELATIONSHIP BETWEEN GASTRONOMY BLOGS AND TASTE BEHAVIOR

Yıl 2022, Cilt: 22 Sayı: 2, 873 - 886, 31.07.2022
https://doi.org/10.11616/asbi.1102562

Öz

With the introduction of social media into our lives, the use of web pages (blogs) that actively share information and play a mediator role in reaching large audiences has increased rapidly. In particular, tourism and gastronomy businesses, where visuality and promotional elements are brought to the fore, make effective use of web pages. The information obtained by individuals through gastronomy blog pages can have a positive effect on tasting behavior. Gastronomy blogs have many missions to influence people (offering information, guiding, creating an image, cyber community impact, social impact, creating empathy, providing experience). In this study basically the effects of gastronomy blogs on the tasting behavior of individuals were examined. Questionnaire technique, a quantitative data collection method, was used in order to collect the study data. Within the scope of the research, 450 people who follow gastronomy blogs were contacted and 391 feedbacks were provided. The obtained findings were analyzed using the SPSS Process program. According to the findings examined, a positive and significant relationship was found between gastronomy blogs and tasting behavior.

Kaynakça

  • Asperen, M., Rooij, P. ve Dijkmans, C. (2017), Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry, International Journal of Hospitality & Tourism Administration, 19(1), s. 78-94.
  • Bagozzi, R. P., ve Yi, Y. (1988), On the evaluation of structural equation models, Journal of the academy of marketing science, 16(1), s. 74-94.
  • Boyne, S., Hall, D., ve Williams, F. (2003), Policy, support and promotion for food-related tourism initiatives: A marketing approach to regional development, Journal of Travel & Tourism Marketing, 14(3-4), s. 131-154.
  • Burke, M., Marlow, C. ve Lento, T.M. (2010), Social network activity and social well-being, Proceedings of the 28th International Conference on Human Factors in Computing Systems, Atlanta, Georgia.
  • Christakis, N. A., ve Fowler, J. H. (2007), The spread of obesity in a large social network over 32 years, New England journal of medicine, 357(4), s. 370-379.
  • Cizrelioğulları, M. N., Altun, Ö., ve Barut, P. (2020), Sosyal medya uygulamalarını kullanan Z kuşağının gastronomi turizmi açısından incelenmesi, Gastronomi Araştrmaları. Ankara: İksad Yayınevi.
  • Dedeoğlu, B.B., Taheri, B., Okumus, F. ve Gannon, M. (2020), Understanding the importance that consumers attach to social media sharing (ISMS): Scale development and validation, Tourism Management, 76.
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J. ve Goodman, S. (2019), Social media engagement behavior A framework for engaging customers through social media content, European Journal of Marketing, 53(10), s. 2213-2243.
  • Durukan, T., Bozacı, I. ve Hamsioglu, A.B. (2012), An Investigation of Customer Behaviours in Social Media, European Journal of Economics, Finance and Administrative Sciences, 44(44), s. 148-159.
  • Eröz, S.S. ve Doğdubay, M. (2012), Turistik Ürün Tercihinde Sosyal Medyanın Rolü ve Etik İlişkisi, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 27(1), s. 133-157.
  • Eryılmaz, B. ve Şengül, S. (2016), Sosyal medyada paylaşılan yöresel yemek fotoğraflarının turistlerin seyahat tercihleri üzerindeki etkisi. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 1(1), s. 32-42.
  • Filieri, R., Alguezaui, S. ve McLeay, F. (2015), Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth, Tourism management, 51, s. 174-185.
  • Fleming-Milici, F. ve Harris, J. L. (2020), Adolescents’ engagement with unhealthy food and beverage brands on social media, Appetite, 146.
  • He, W., Zha, S. ve Li, L. (2013), Social media competitive analysis and text mining: A case study in the pizza industry, International Journal of Information Management, 33 s. 464-472.
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010), The impact of new media on customer relationships. Journal of service research, 13(3), s. 311-330.
  • Horng, J. S. ve Tsai, C. T. S. (2010) Government websites for promoting East Asian culinary tourism: A cross-national analysis, Tourism management, 31(1) s. 74-85.
  • Hudson, S. ve Thal, K. (2013), The Impact of Social Media on the Consumer Decision Process: Implications for Tourism Marketing, Journal of Travel & Tourism Marketing, 30(1/2), s. 156-160.
  • Hwang, J., & Park, S. (2015). Social media on smartphones for restaurant decision-making process. In Information and Communication Technologies in Tourism, s. 269-281.
  • Jiang, Y., King, J. M. ve Prinyawiwatkul, W. (2014), A review of measurement and relationships between food, eating behavior and emotion, Trends in Food Science & Technology, 36(1), s. 15-28.
  • Kim, Y. G., Eves, A. ve Scarles, C. (2009), Building a model of local food consumption on trips and holidays: A grounded theory approach, International journal of hospitality management, 28(3),s. 423-431.
  • Kline, P. (1994), An Easy Guide To Factor Analysis, New York: Routledge.
  • Leung, D., Law, R. ve Hoof, H., Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review, Journal of Travel & Tourism Marketing, 30(1/2) s. 3-22.
  • Lim, X.J., NG, S.I., Chuah, F., Cham, T.H ve Rozali, A. (2019), I see, and I hunt The link between gastronomy online reviews, involvement and behavioural intention towards ethnic food, British Food Journal, 112(6), s. 1777-1800.
  • Lin, Y.S. ve Huang, J.Y. (2006), Internet blogs as a tourism marketing medium: A case study, Journal of Business Research, 59, s. 1201-1205.
  • Litvin, S.W., Goldsmith, R.E. ve Pan, B. (2008), Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29, s. 458-468.
  • Munar, A.M. ve Jacobsen, J.S. (2014), Motivations for sharing tourism experiences through social media, Tourism Management, 43, s. 46-54.
  • O'hara, K., Helmes, J., Sellen, A., Harper, R., Ten Bhömer, M. ve Van Den Hoven, E. (2012), Food for talk: Phototalk in the context of sharing a meal, Human–Computer Interaction, 27(1-2), s. 124-150.
  • Philip, L. (2016), Impact of Food Blogs on The Readers, Journal of Mass Communication & Journalism, 6(2).
  • Pudliner, B.A. (2007), Alternative Literature and Tourist Experience: Travel and Tourist Weblogs, Journal of Tourism and Cultural Change, 5(1), s. 46-59.
  • Rizky, R. M., Kusdi, R. ve Yusri, A. (2017), The impact of e-WOM on destination image, attitude toward destination and travel intention, Russian Journal of Agricultural and Socio-Economic Sciences, 61(1), s. 94-104.
  • Sschmallegger, D. ve Carson, D. (2008), Blogs in tourism: Changing approaches to İnformation Exchange, Journal of Vacation Marketing, 14(2) s. 99-110.
  • Stone, M. J., Soulard, J., Migacz, S. ve Wolf, E. (2018). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research, 57(8), s. 1121-1132.
  • Tabachnick, B. G., Fidell, L. S. ve Ullman, J. B. (2007), Using multivariate statistics, Boston, MA: pearson.
  • Uçan, B. Z., Girgin, G. K. Ve Karaman, N. (2021), Youtube Yemek Kanallarının Tatma Davranışsal Niyeti Üzerine Etkisi. Kırklareli Üniversitesi Sosyal Bilimler Dergisi, 5(1), s. 1-28.
  • Vinerean, S., Cetina, I., Dumitrescu, L. ve Tichindelean, M. (2013). The Effects of Social Media Marketing on Online Consumer Behavior, International Journal of Business and Management, 8(14) s. 66-78.
  • Volo, S. (2010), Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists, Journal of Vacation Marketing, 16(4) s. 297-311.
  • Wang, H.Y. (2011), Exploring the factors of gastronomy blogs influencing readers’ intention to taste, International Journal of Hospitality Management, 30, s. 503-514.
  • Zhang, J.Q., Craciun, G. ve Shin, D. (2010), When Does Electronic Word-of Mouth Matter? A Study of Consumer Product Reviews, Journal of Business Research, 63, 1336-1341.
  • Zhu, M. ve Lai, S. (2009), A Study About The Ewom Influence On Tourısm Destination Choice, 2009 Internatıonal Conference on Electronic Commerce and Business Intelligence, Beijing, China.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Ferzan Aktaş 0000-0002-7373-7471

Hakan Çetiner 0000-0002-6370-2953

Emrah Keskin 0000-0001-6565-4265

Yayımlanma Tarihi 31 Temmuz 2022
Gönderilme Tarihi 12 Nisan 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 22 Sayı: 2

Kaynak Göster

APA Aktaş, F., Çetiner, H., & Keskin, E. (2022). Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi. Abant Sosyal Bilimler Dergisi, 22(2), 873-886. https://doi.org/10.11616/asbi.1102562
AMA Aktaş F, Çetiner H, Keskin E. Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi. ASBİ. Temmuz 2022;22(2):873-886. doi:10.11616/asbi.1102562
Chicago Aktaş, Ferzan, Hakan Çetiner, ve Emrah Keskin. “Gastronomi Blogları Ve Tatma Davranışı Arasındaki İlişkilerin Analizi”. Abant Sosyal Bilimler Dergisi 22, sy. 2 (Temmuz 2022): 873-86. https://doi.org/10.11616/asbi.1102562.
EndNote Aktaş F, Çetiner H, Keskin E (01 Temmuz 2022) Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi. Abant Sosyal Bilimler Dergisi 22 2 873–886.
IEEE F. Aktaş, H. Çetiner, ve E. Keskin, “Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi”, ASBİ, c. 22, sy. 2, ss. 873–886, 2022, doi: 10.11616/asbi.1102562.
ISNAD Aktaş, Ferzan vd. “Gastronomi Blogları Ve Tatma Davranışı Arasındaki İlişkilerin Analizi”. Abant Sosyal Bilimler Dergisi 22/2 (Temmuz 2022), 873-886. https://doi.org/10.11616/asbi.1102562.
JAMA Aktaş F, Çetiner H, Keskin E. Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi. ASBİ. 2022;22:873–886.
MLA Aktaş, Ferzan vd. “Gastronomi Blogları Ve Tatma Davranışı Arasındaki İlişkilerin Analizi”. Abant Sosyal Bilimler Dergisi, c. 22, sy. 2, 2022, ss. 873-86, doi:10.11616/asbi.1102562.
Vancouver Aktaş F, Çetiner H, Keskin E. Gastronomi Blogları ve Tatma Davranışı Arasındaki İlişkilerin Analizi. ASBİ. 2022;22(2):873-86.