KULLANICI TÜREVLİ İÇERİĞİN TÜKETİCİLERİN RESTORAN TERCİHLERİNE ETKİSİ: İZMİR’DE BİR ARAŞTIRMA

Öz

Web 2.0 teknolojilerinin sağladığı altyapıyı kullanan sosyal medya; kişilerin çevrimiçi ortamlarda iletişim kurmalarını ve kullanıcı türevli içerik (KTİ) olarak adlandırılan metin, resim, video gibi içerikleri yaratarak paylaşmalarına ortam sağlayan sanal platformlardır. İnternetin etkili ve çok kullanılan bir medya iletişim aracına dönüşmesiyle beraber, sosyal medya platformlarında yaratılan KTİ; tüketicilerin iletişim, bilgi arama ve satın alma davranışlarını yeniden şekillendirmiş ve özellikle turizm, yeme-içme gibi deneyimsel ürünlerin satın alınmasında önemli bir bilgi arama kaynağı haline gelmiştir. Bu araştırmanın amacı, sosyal medya ve kullanıcı türevli içeriğin tüketicilerin restoran tercihlerini etkileyen unsurları araştırmaktır. Restoran işletmeleri, turizm endüstrisinde önemli ve tüketicilerin sıklıkla tercih ettiği bir sosyalleşme ortamı sunmaktadır. Araştırmanın bulguları; sosyal medyada yayınlanan kullanıcı türevli içeriğin tüketicilerin restorana olan algısını olumlu veya olumsuz anlamda etkileyebileceği; ancak algılanan bilgi güvenirliği engellerinden ötürü; geleneksel ağızdan ağıza iletişimin hala en önemli ve en sık başvurulan bilgi arama kaynağı olduğudur.

Anahtar Kelimeler

• Web 2.0
• Sosyal Medya
• Kullanıcı Türevli İçerik (KTİ)
• Turizmde Bilgi Arama
• Turizmde Satın Alma Kararı
• Tüketicilerin Restoran Tercihleri

THE EFFECT OF USER GENERATED CONTENT ON RESTAURANT PREFERENCES OF CONSUMERS: A RESEARCH IN İZMİR

Abstract

Social media that is based on substructure provided by the Web 2.0 technologies is a virtual platform, enabling people to communicate online by creating and sharing texts, images and videos which are named as user-generated content (UGC). As internet becomes an effective and a common media communication tool, UGC on social media platforms have reshaped the consumer behavior on communication, research and buying while gaining a huge importance as a source of information especially for experiential products like tourism and dining-out. The purpose of this research is to understand the impacts of social media and UGC on customers' restaurant choices. Restaurant industry is an important item of tourism services and has become a frequently used socializing platform for consumers. The findings of this research have shown that UGC published on social media could have positive or negative impacts on consumers' perception of a restaurant but due to concerns on the information reliability challenges, the traditional word of mouth was still the most important and the most commonly used source of information

Keywords

• Web 2.0
• Social Media
• User Generated Content (UGC)
• Information Search in Tourism
• Purchasing Decision in Tourism
• Restaurant Preferences of Consumers

Kaynakça

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