Netnografi Yaklaşımıyla Turistlerin Etnik Restoran Deneyimlerinin İncelenmesi: Kapadokya Örneği

Yıl 2024, Cilt: 21 Sayı: 3, 615 - 629

Serkan Yiğit , Tolgahan Doğan

https://doi.org/10.24010/soid.1530790

Öz

Bu çalışmanın temel amacı, Kapadokya bölgesindeki etnik restoranların turistlere ne tür deneyimler sunduğunu belirlemektir. Bu amaçla çalışmada nitel araştırma yöntemlerinden netnografi yaklaşımı kullanılmıştır. Netnografik analiz, metinsel verilerin incelenmesi ve çevrimiçi toplulukların araştırılması süreçlerini içermektedir. Çalışmada kullanılan veriler, Haziran ile Ağustos 2024 tarihleri arasında TripAdvisor'dan toplanmıştır. Çalışmada gerçekleştirilen analizler 865 deneyim yönü olan yorum üzerinden yapılmıştır. Gerçekleştirilen içerik analizi sonucunda turistlerin Kapadokya bölgesindeki etnik restoran deneyimlerini etkileyen altı faktör ortaya çıkmıştır. Bu faktörler; yiyecek kalitesi, hizmet kalitesi, memnuniyet, tavsiye etme ve tekrar ziyaret niyeti, ambiyans ve atmosfer ile fiyat ve değer şeklindedir. Araştırma sonuçları, turistlerin Kapadokya bölgesindeki etnik restoranlardan memnun olduklarını, yiyecek ve hizmet kalitesinin yüksek olduğunu, bu restoranları başkalarına tavsiye etmeye ve tekrar ziyaret etmeye niyetli olduklarını göstermektedir.

Anahtar Kelimeler

Etnik restoran, deneyim, TripAdvisor, netnografi, Kapadokya

Examining Tourists' Ethnic Restaurant Experiences with a Netnographic Approach: The Case of Cappadocia

Öz

The main purpose of this study is to determine what kind of experiences ethnic restaurants in the Cappadocia region offer to tourists. The study employed netnography, a qualitative research tool. Netnographic analysis involves the examination of textual data and the exploration of online communities. The data used in the study was collected from TripAdvisor between June and August 2024. The analyses conducted in the study were based on 865 experience-oriented comments. Five factors determine tourists ethnic restaurant experiences in Cappadocia, according to content analysis. These factors are; food quality, service quality, satisfaction, intention to recommend and revisit, ambiance and atmosphere, and price and value. The research results show that tourists are satisfied with ethnic restaurants in the Cappadocia, that the food and service quality is high, and that they intend to recommend these restaurants to others and revisit them.

Anahtar Kelimeler

Ethnic Restaurant, Experience, TripAdvisor, Netnography, Cappadocia

Kaynakça

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