Serdar SÜNNETÇİOĞLU, Hacı Mehmet YILDIRIM, Betül BERTECENE

Tüketicilerin Etnik Restoranlardaki Yemek Yeme Deneyimleri: İstanbul’daki Japon Restoranlarına İlişkin Tripadvisor Yorumlarının Analizi

Çalışma hayatında yer alan ve zamandan tasarruf etmek isteyen kişiler yeme içme ihtiyaçlarını karşılamak için yiyecek içecek işletmelerini tercih etmektedirler. Değişen sosyal ve kültürel koşullar, tüketicilerin yeni ve farklı deneyimlere olan taleplerinin artması ve artan rekabet ile birlikte işletmeler geleneksel olarak sundukları hizmetlerini farklılaştırmak zorundadırlar. Etnik restoranlar; temel aldıkları kültüre ait yiyeceklerin, özgün pişirme teknikleri ile hazırlanıp sunulduğu yerlerdir. Bu çalışmada tüketicilerin etnik restoranlara bakış açıları ve deneyimlerini ortaya koymak amaçlanmıştır. Böylece kişilerin etnik restoranlardaki deneyimlerinin en çok hangi unsurlardan ve nasıl etkilendiği anlaşılabilecektir. Bu amaç doğrultusunda TripAdvisor’da en yüksek puan alan ilk 10 Japon mutfağına ilişkin yapılan yorumlar içerik analiziyle değerlendirilmiştir. Ayrıca betimsel analiz ile desteklenmiştir. Çalışma sonucunda etnik restoranlarda yiyecek-içecek ve fiziksel çevrenin tüketiciler tarafından en dikkat edilen unsur olduğu görülmüştür.

Anahtar Kelimeler:

Yemek Yeme Deneyimi, Etnik Restoranlar, Japon Restoranları, Tripadvisor

Dining Experiences of Consumers in Ethnic Restaurants: Analysis of Tripadvisor Reviews for Japanese Restaurants in Istanbul

The people involved in working life and willing to save their time to prefer food and beverage services. Businesses must differentiate their traditional services along with unstable social and cultural conditions, the increasing demand for new and different experiences of consumers and rivalry. Ethnic restaurants are places where the foods belonging to specific culture are prepared and served with genuine cooking techniques. This study aims to reveal the reviews and experiences of consumers about ethnic restaurants. In this way, it will be possible to understand which factors and how are affect the experiences of people in ethnic restaurants. By this aim, Turkish consumers’ comments made on top 10 Japanese cuisines in Istanbul on TripAdvisor are analyzed with content analysis. Furthermore, the analysis is supported with descriptive analysis. As a result of the study, food and beverage services and physical environment at ethnic restaurants are the most notable factor for consumers.

Keywords:

Dining Experience, Ethnic Restaurants, Japanese Restaurants, Tripadvisor,

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