Gastronomy Tourism and Food Markets: A Netnographic Research

Öz

Food markets, which are common in many countries, are one of the most important products in the context of gastronomy tourism in recent years. These places, which reflect the culinary culture of the region, can add unique features to the destinations. This research aims to determine the expectations, experiences, satisfaction and dissatisfaction of tourists visiting food markets. While the population of this study, which is designed with the netnography technique, consists of comments made about all food markets in Turkey, the sample of the research consists of online comments made about Sığacık Village Market. Three hundred fifty three online reviews accessed via the Tripadvisor website were subjected to content analysis and descriptive analysis. According to the results of the research, the food market expectations of the tourists; the unusualness of the market, the desire to revive the memories, to feed, to shop, to relax and to find natural/organic products. However, while authenticity, diversity, solidarity, sincerity and being different are the factors that determine the satisfaction of the tourists, the fact that the products offered are not natural and local, persistent sales efforts, lack of hygiene, commercialization and to be crowded are the factors that cause dissatisfaction. The experiences of the food market tourists are shaped within the framework of entertainment, education, esthetics, escape and flow experiences

Anahtar Kelimeler

• Gastronomy tourism
• netnography
• Sığacık Village Market
• tourist satisfaction and experience

Gastronomi Turizmi ve Gıda Pazarları: Netnografik Bir Araştırma

Öz

Birçok ülkede yaygın olan gıda pazarları, son yıllarda gastronomi turizmi bağlamında dikkat çeken ürünlerin başında gelmektedir. Bölgenin mutfak kültürünü yansıtan bu alanlar destinasyonlara benzersiz özellikler katabilmektedir. Bu araştırma, gıda pazarlarını ziyaret eden turistlerin beklentilerini, deneyimlerini, memnuniyetlerini ve memnuniyetsizliklerini belirlemeyi amaçlamaktadır. Netnografya tekniği ile tasarlanan bu çalışmanın evrenini Türkiye’deki tüm gıda pazarları hakkında yapılan yorumlar oluşturmakta iken araştırmanın örneklemini ise Sığacık Köy Pazarı hakkında yapılan çevrimiçi yorumlar oluşturmaktadır. Tripadvisor internet sitesi üzerinden ulaşılan 353 yorum, içerik analizine ve betimsel analize tabi tutulmuştur. Araştırmanın sonuçlarına göre, turistlerin gıda pazarı beklentileri; pazarın alışılmışın dışında olması, anılarını canlandırma arzuları, karın doyurma, alışveriş, rahatlama ve doğal/organik ürün bulmadır. Bununla beraber, otantiklik, çeşitlilik, dayanışma, samimiyet ve farklı olma turistlerin memnuniyetini belirleyen unsurlar iken sunulan ürünlerin doğal ve yöreye özgü olmaması, ısrarlı satış çabaları, hijyen eksikliği, ticarileşme ve kalabalık memnuniyetsizliğe yol açan unsurlar olarak belirlenmiştir. Gıda pazarı turistlerinin deneyimleri ise eğlence, eğitim, estetik, kaçış ve akış deneyimleri çerçevesinde şekillenmektedir

Anahtar Kelimeler

• Gastronomi turizmi
• netnografi
• Sığacık Köy Pazarı
• turist memnuniyeti ve deneyimi
• Gastronomy tourism
• netnography
• Sığacık Village Market
• tourist satisfaction and experience

Kaynakça

1. Akyürek, S., Kutukız, D. (2020). Gastro turistlerin deneyimleri: Gastronomi turları kapsamında nitel bir araştırma. Journal of Tourism and Gastronomy Studies, 8(4), 3319–3346.
2. Akyürek, S., Zeybek, H. İ. (2018). Gümüşhane ilinin gastronomi turizmi açısından değerlendirilmesi. Social Sciences Studies Journal, 4(15), 869–882.
3. Ataberk, E. (2010, 18-20 Ekim). Yerel pazarlar-turizm ilişkisi ve Tire. F. Baykal, Ataberk, E. (Ed.), I. Ulusal Tire Sempozyumu Bildiriler Kitabı (s. 1-16) içinde. Tire Belediyesi.
4. Baber, L. M., Frongillo, E. A. (2003). Family and seller interactions in farmers’ markets in upstate New York. American Journal of Alternative Agriculture, 18(2), 87–94.
5. Başarangil, İ., Tokatlı, C. (2018). Yavaş yemek: Şile yeryüzü pazarı ziyaretçilerinin memnuniyet düzeylerinin değerlendirilmesi üzerine bir araştırma. Journal of Tourism and Gastronomy Studies, 6(1), 3–19.
6. Björk, P., Kauppinen-Räisänen, H. (2014). Culinary-gastronomic tourism. A search for local food experiences. Nutrition and Food Science, 44(4), 294–309.
7. Brown, C., Miller, S. (2008). The impacts of local markets: a review of research on farmers markets and community-supported agriculture (CSA). American Journal of Agricultural Economics, 90(5), 1296–1302.
8. Castillo-Canalejo, A. M., Sánchez-Cañizares, S. M., Santos-Roldan, L., Muñoz-Fernández, G. A. (2020). Food markets: a motivation-based segmentation of tourists. International Journal of Environmental Research and Public Health, 17(7), 1–13.

9. Chang, R. C. Y., Kivela, J., Mak, A. H. N. (2011). Attributes that influence the evaluation of travel dining experience: When East meets West. Tourism Management, 32(2), 307–316.
10. Chang, W. (2011). A taste of tourism: Visitors’ motivations to attend a food festival. Event Management, 15(2), 151–161.
11. Chen, Q., Huang, R. (2018). Local food in China: A viable destination attraction. British Food Journal, 120(1), 146–157.
12. Costa, N., Mackay, M., Martín, O., Navarro, G., Partridge, A., Portinaro, A., Scheffler, N. (2015). Urban markets: Heart, soul and motor of cities. City of Barcelona Institut Municipal de Mercats de Barcelona (IMMB). https://urbanexpert.net/wp-content/uploads/sites/8/2019/02/Urban-Markets_final-publication.pdf
13. Crawford, B., Byun, R., Mitchell, E., Thompson, S., Jalaludin, B., Torvaldsen, S. (2018). Seeking fresh food and supporting local producers: perceptions and motivations of farmers’ market customers. Australian Planner, 55(1), 28–35.
14. Crespi-Vallbona, M., Dimitrovski, D. (2016). Food markets visitors: a typology proposal. British Food Journal, 118(4), 840–857.
15. Crespi-Vallbona, M., Dimitrovski, D. (2017). Food markets from a local dimension – La Boqueria (Barcelona, Spain). Cities, 70, 32–39.
16. Crespi-Vallbona, M., Domínguez Pérez, M. (2015). Food markets: new tourism icons. Illustrative cases of Barcelona and Madrid. I. Tózsa, A. Zátori (Eds), Metropolitan tourism experience development, department of economic geography and futures studies, (s. 127–139) içinde. Corvinus University of Budapest.
17. Crespi-Vallbona, M., Domínguez Pérez, M. (2016). Cultural heritage, leisure and citizenship: A case study of La Bauerian food market in Barcelona (Spain). N. Vaugeois (Ed.), Innovative leisure practices: Case studies as conduits between theory and practice (vol. 2, s. 66–77) içinde. Vancouver Island University.
18. Crespi-Vallbona, M., Domínguez Pérez, M., Miró, O. M. (2019). Urban food markets and their sustainability: The compatibility of traditional and tourist uses. Current Issues in Tourism, 22(14), 1723–1743.
19. Csikszentmihalyi, M. (2018). Akış: Mutluluk bilimi (B. Satılmış, Çev.). Buzdağı Yayınları. (Orijinal eserin basım tarihi 2008).
20. Dimitrovski, D., Crespi-Vallbona, M. (2017). Role of food neophilia in food market tourists’ motivational construct: The case of La Boqueria in Barcelona, Spain. Journal of Travel & Tourism Marketing, 34(4), 475–487.
21. Dimitrovski, D., Crespi-Vallbona, M. (2018). Urban food markets in the context of a tourist attraction – La Boqueria market in Barcelona, Spain. Tourism Geographies, 20(3), 397–417.
22. Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. C.M. Hall (Ed.), Wine, Food and Tourism Marketing (s. 77–96) içinde. The Harworth Press.
23. Fusté-Forné, F. (2018). Drawing a gastronomy landscape from food markets’ produce. International Journal of Culture, Tourism and Hospitality Research, 12(3), 378-384.
24. Gumirakiza, J. D., Curtis, K. R., Bosworth, R. C. (2014). Who attends farmers’ markets and why? Understanding consumers and their motivations. International Food and Agribusiness Management Review, 17(2), 65–82.
25. Henderson, J. C. (2009). Food tourism reviewed. British Food Journal, 111(4), 317–326.
26. Hiebert, D., Rath, J., Vertovec, S. (2015). Urban markets and diversity: towards a research agenda. Ethnic and Racial Studies, 38(1), 5–21.
27. Hjalager, A. M., Richards, G. (2002). Tourism and gastronomy. Routledge.
28. Hjalager, A. M. (2022). Digital food and the innovation of gastronomic tourism. Journal of Gastronomy and Tourism, 7(1), 35–49.
29. Horng, J., Tsai, C. (2012). Culinary tourism strategic development: An Asia-Pacific perspective. International Journal of Tourism Research, 14(1), 40–55.
30. Hsieh, A. T., Chang, J. (2006). Shopping and tourist night markets in Taiwan. Tourism Management, 27(1), 138–145.
31. Kalenjuk, B., Tešanović, D., Gagić, S., Erdeji, I., Banjac, M. (2015). Offer of authentic food as a condition for gastronomic tourism development. The European Journal of Applied Economics, 12(2), 27–34.
32. Kartarı, A. (2017). Nitel düşünce ve etnografi: Etnografik yönteme düşünsel bir yaklaşım. Moment Dergi, 4(1), 207–220.
33. Kim, Y. H., Kim, M. C., Goh, B. K. (2011). An examination of food tourist's behavior: Using the modified theory of reasoned action. Tourism Management, 32(5), 1159–1165.
34. Kozinets, R. V. (2002). The field behind the screen: using netnography for marketing research in online communities. Journal of Marketing Research, 39(February), 61–72.
35. Kozinets, R. V. (2015). Netnography: Redifined. Sage Publications.
36. Lawson, R., Guthrie, J., Cameron, A., Fischer, W. C. (2008). Creating value through cooperation: An investigation of farmers' markets in New Zealand. British Food Journal, 110(1), 11–25.
37. Li, X., Kong, W. H., Yang, F. X. (2021). Authentic food experiences bring us back to the past: an investigation of a local food night market, Journal of Travel & Tourism Marketing, 38(3), 233–246.
38. Lockie, S. (2001). Food, place and identity: Consuming Australia’s ‘beef capital’. Journal of Sociology, 37(3), 239–255.
39. Luoh, H.-F., Tsaur, S.-H., Lo, P.-C. (2020). Cooking for fun: The sources of fun in cooking learning tourism. Journal of Destination Marketing & Management, 17, 1–8.
40. Mashkov, R., Shoval, V. (2020). Merchants’ response towards urban tourism development in food markets. International Journal of Tourism Cities, 6(4), 1089–1110.
41. Mkono, M. (2011). The othering of food in touristic eatertainment: A netnography. Tourist Studies, 11(3), 253–270.
42. Myfikirler (2021, Eylül 09). “Pazar yeri” turizmi. https://www.myfikirler.org/pazar-yeri-turizmi.html
43. Organ, K., Koenig-Lewis, N., Palmer, A., Probert, J. (2015). Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism Management, 48, 84–99.
44. Özbölük, T., Dursun, Y. (2015). Pazarlama araştırmalarında paradigmal dönüşüm ve etnografinin dijital evrimi: Netnografi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, (46), 227–247.
45. Pavlidis, G., Markantonatou, S. (2020). Gastronomic tourism in Greece and beyond: A thorough review. International Journal of Gastronomy and Food Science, 21, 100229. https://doi.org/10.1016/j.ijgfs.2020.100229
46. Pérez-Gálvez, J. C., Medina-Viruel, M. J., Jara-Alba, C., López-Guzmán, T. (2021). Segmentation of food market visitors in World Heritage Sites. Case study of the city of Córdoba (Spain). Current Issues in Tourism, 24(8), 1139–1153.
47. Pine, B. J., Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 76(4), 97–105.
48. Pottie-Sherman, Y. (2011). Markets and diversity: An overview. MMG Working Paper 11-03. https://www.mmg.mpg.de/59412/WP_11-03_Pottie-Sherman_Markets-and-Diversity.pdf
49. Ramírez-Gutiérrez, D., Santana-Talavera, A., Fernández-Betancort, H. (2021). Tasting experiences of a destination’s local gastronomy on tourist communications. Tourism Recreation Research, 46(3), 345–359.
50. Rivlin, P., Gonzalez, S. (2018). Public markets: Spaces for sociability under threat? The case of Leeds’ Kirkgate market. S. Gonzalez, S. (Ed.), Contested Markets, Contested Cities: Gentrification and Urban Justice in Retail Spaces, (s. 131–149) içinde. Routledge.
51. Robinson, R. N. S., Getz, D. (2014). Profiling potential food tourists: An Australian study. British Food Journal, 116(4), 690–706.
52. Sangkaew, N., Zhu, H. (2022). Understanding tourists’ experiences at local markets in phuket: An analysis of tripadvisor reviews. Journal of Quality Assurance in Hospitality & Tourism, 23(1), 89–114.
53. Silkes, C. (2012). Farmers’ markets: A case for culinary tourism. Journal of Culinary Science & Technology, 10(4), 326–336.
54. Thanh, T. V., Kirova, V. (2018). Wine tourism experience: A netnography study. Journal of Business Research, 83, 30–37. https://doi.org/10.1016/j.jbusres.2017.10.008
55. Urry, J. (2009). Turist bakışı. (E. Tataroğlu, İ. Yıldız, Çev.). BilgeSu Yayıncılık.
56. Williams, H. A., Yuan, J., Williams Jr., R. I. (2019). Attributes of memorable gastrotourists’ experiences. Journal of Hospitality & Tourism Research, 43(3), 327–348.
57. Yazıcı, S. (1989). Alış-veriş yapıları ve kapalı alış-veriş merkezlerinde planlama kriterleri [Yayımlanmamış yüksek lisans tezi]. İstanbul Teknik Üniversitesi.
58. Yoo, K. H., Gretzel, U. (2008). What motivates consumers to write online travel reviews? Information Technology & Tourism, 10(4), 283–295.