Restoran İşletmecilerinin Hayalet Mutfak Girişimine Yönelik Bakış Açılarının Belirlenmesi: Gaziantep İlinde Nitel Bir Uygulama

Yıl 2023, Cilt: 22 Sayı: 1, 350 - 371, 27.01.2023

Furkan Baltacı , Ali Yıldız

https://doi.org/10.21547/jss.1190251

Öz

Bu çalışma yeni bir fenomen olarak yükselişini sürdüren hayalet mutfak girişimini restoran işletmesi sahipleri ve yöneticilerinin bakış açısıyla değerlendirmeyi amaçlamaktadır. Bu kapsamda 2015 yılında UNESCO tarafından yaratıcı şehirler ağına dâhil edilen Gaziantep ili araştırmanın evreni olarak belirlenmiştir. Destinasyonda faaliyet gösteren turizm işletme belgeli 23 restoran işletmesinden çalışmaya katılmayı kabul eden 18’i araştırmanın örneklemini oluşturmuştur. İşletme sahibi ve yöneticileri ile 6 açık uçlu soru üzerinden derinlemesine mülakatlar yapılmıştır.
Çalışmada elde edilen sonuçlar, hayalet mutfağın fiziki alandan bağımsız olmasının otantiklik ve üretici-tüketici iletişimi açısından önemli zayıflıklar içerdiğini göstermiştir. Bir diğer zayıflık ise tüm sürece ilişkin kalite algısının zamanında ve eksiksiz teslimat üzerinde şekillenmesidir. Tüketiciye ulaşım, reklam, kurumsallaşma motivasyonu ve fiziki yatırım maliyeti avantajı ise sistemin güçlü yanları olarak değerlendirilmiştir.

Anahtar Kelimeler

Hayalet Mutfak, Girişimcilik, Tüketici Davranışları, UNESCO, Turistik Restoranlar

Destekleyen Kurum

Yok

Proje Numarası

Yok

Teşekkür

Yok

Determining the Perspectives of Touristic Restaurant Operators towards the Ghost Kitchen Initiative: A qualitative Research in Gaziantep

Öz

This study aims to evaluate the ghost kitchen initiative, which continues to rise as a new phenomenon, from the perspective of restaurant business owners and managers. In this context, Gaziantep province, which was included in the creative cities network by UNESCO in 2015, was determined as the universe of the research. Of the 23 restaurant businesses operating in the destination with tourism operation certificate, 18 accepted to participate in the study and formed the sample of the research. In-depth interviews were conducted with the owners and managers of the business on 6 open-ended questions. The results obtained in the study showed that the fact that the ghost kitchen is independent from the physical space contains important weaknesses in terms of authenticity and producer-consumer communication. Another weakness is that the perception of quality regarding the whole process is shaped on timely and complete delivery. Access to the consumer, advertising, motivation for institutionalization and the advantage of physical investment are considered as the strengths of the system.

Anahtar Kelimeler

Ghost Kitchen, Entrepreneurship, Consumer Behaviours, UNESCO, Touristic Restaurants

Proje Numarası

Yok

Kaynakça

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