Turizm Akademik Dergisi 2149-1690 Muharrem TUNA Restoranlardaki Menü Tasarım Unsurlarının Müşterilerin Tekrar Ziyaret Etme Niyeti Üzerindeki Etkisi https://orcid.org/0000-0001-5067-6904 Cankül Duran ESKİŞEHİR OSMANGAZİ ÜNİVERSİTESİ, TURİZM FAKÜLTESİ, GASTRONOMİ VE MUTFAK SANATLARI BÖLÜMÜ 06 30 2019 6 1 249 261 02 26 2019 06 02 2019 Copyright © 2014, Turizm Akademik Dergisi 2014 Turizm Akademik Dergisi

Bu araştırmada, menü tasarım unsurlarınınmüşterilerin restoranları tekrar ziyaret etme niyetlerine etkisiniaçıklayabilmek amaçlanmaktadır. Bu amaç doğrultusunda araştırmada nicelaraştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırmanın evreniniEskişehir’de bulunan birinci sınıf restoranların müşterileri oluşturmaktadır.Araştırmanın örneklemini kolayda örnekleme yöntemi ile belirlenen ve burestoranlarda deneyim yaşayan 441 müşteri oluşturmaktadır. Verilerin analizindeaçıklayıcı faktör analizi ve regresyon analizleri kullanılmıştır. Faktöranalizi sonuçları menü tasarım unsurlarının “görsel ve kapak”, “şekil veboyut”, “içerik”, “yazı stili” ve “materyal” olmak üzere beş boyuttatoplandığını göstermektedir. Regresyon analizi sonuçlarında ise menü tasarımunsurlarının müşterilerin hem bir bütün halinde hem de alt boyutları itibariyletekrar ziyaret etme niyetine olumlu bir etkisi olduğu görülmektedir.

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