Kapadokya Bölgesi’ndeki Fine-Dining Restoranların Tekrar Ziyaret Edilme Niyetlerinin İncelenmesi

Yıl 2024, Cilt: 21 Sayı: 1, 89 - 115, 29.03.2024

Neşe Yılmaz , İrem Yıldırım , Gaye Deniz , Murat Toker

https://doi.org/10.24010/soid.1368627

Öz

Bu araştırmanın amacı, Kapadokya Bölgesi’nde faaliyet gösteren fine-dining restoran müşterilerinin tekrar ziyaret etme niyetleriyle ilişkili faktörleri incelemektir. Çalışmada fine-dining restoranları ziyaret eden müşterilerin Tripadvisor üzerindeki yorumları nitel araştırma yöntemiyle ele alınmıştır. Verilerin analizi için MAXQDA nitel veri analiz programı kullanılmış ve yorumlar içerik analizi yöntemiyle analiz edilmiştir. Veri analizi sonucuna göre fine-dining restoranlarda müşteriler için en önemli dört ana tema yiyecek içecek, hizmet, atmosfer ve fiyat olmuştur. Çalışma kapsamında bu ana temalara ek olarak 22 adet alt tema elde edilmiştir. Çalışmanın sonunda, bulguların sonuçları tartışılmış, çalışmanın literatüre katkısı belirtilerek geleceğe yönelik çalışmalara ve fine-dining restoranlarına yönelik öneriler sunulmuştur. Buna göre fine-dining restoranların özgün tarifler oluşturmaları, hizmet kalitesinden ödün vermemeleri, müşteriyle iletişimde iyi olmaları, doğru bilgi aktarımı konusunda personeli eğitmeleri önem taşımaktadır.

Anahtar Kelimeler

Fine dining, restoran, tekrar ziyaret etme niyeti, Kapadokya

Examining the Intention to Revisit Fine-Dining Restaurants: The Case of Cappadocia

Öz

The aim of this study is to examine the factors associated with the revisit intention of fine-dining restaurant customers operating in the Cappadocia Region. The study utilized a qualitative research approach to examine the feedback provided by customers who had visited fine-dining restaurants on Tripadvisor. MAXQDA qualitative data analysis program was utilized for the analysis of the data and the comments were analyzed using the content analysis method. As a result of data analysis, the four most important main themes for customers in fine-dining restaurants were food and beverage, service, atmosphere, and price. In addition to these main themes, 22 sub-themes were obtained within the scope of the study. At the conclusion of the study, the researchers discussed the implications of their findings, highlighting the significance of their contribution to the existing literature. The study also provided valuable recommendations for future research and fine-dining restaurant businesses. Accordingly, it is emphasized that fine-dining restaurants should create unique recipes, maintain service quality, excel in communication with customers, and train their staff in accurate information transfer.

Anahtar Kelimeler

Fine-dining, Restaurant, Revisit intention, Cappadocia

Kaynakça

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