Gastronomik İmajın Belirleyicilerinin Tematik Analize Dayalı Değerlendirilmesi


DOI:
https://doi.org/10.5281/zenodo.15567458Anahtar Kelimeler:
Gastronomik imaj, Davranışsal Niyet, Tekrar ziyaret etme isteği, Başkalarına önerme eğilimi, Yerel ürün satın alma niyetiÖzet
Bu çalışma, gastronomik imaj kavramının uluslararası literatürde nasıl tanımlandığını, hangi tematik eksenler çerçevesinde ele alındığını ve zaman içerisinde hangi metodolojik eğilimlere yöneldiğini incelemeyi amaçlamaktadır. Nitel araştırma yöntemlerinden tümevarımsal tematik analiz yaklaşımı ile gerçekleştirilen çalışmada, 2018–2024 yılları arasında yayımlanmış dokuz akademik makale sistematik olarak analiz edilmiştir. Verilerden elde edilen kodlar doğrultusunda 7 tematik başlık oluşturulmuş, bu başlıklar kültür ve otantiklik, pazarlama ve dijital stratejiler, sağlık ve beslenme, görsel sunum, ürün kalitesi, çevrimiçi itibar ve rekabetçilik olarak sınıflandırılmıştır. Analiz sonuçları, gastronomik imaj araştırmalarında erken dönemde nitel odaklı yöntemlerin ve kültürel yaklaşımların ön planda olduğunu, son dönemde ise büyük veri analitiği ve yapay zekâ temelli tekniklerin öne çıktığını göstermektedir. Özellikle sosyal medya platformlarının, video içeriklerin ve kullanıcı yorumlarının gastronomik imajın oluşum sürecinde belirleyici rol oynadığı tespit edilmiştir. Ayrıca gastronomik imajın, destinasyonların rekabetçi konumlanmasında stratejik bir unsur hâline geldiği ve turistlerin davranışsal niyetleri üzerinde doğrudan etkili olduğu anlaşılmaktadır. Bu bağlamda çalışma, gelecek araştırmalar için tematik bir kavramsal çerçeve sunmaktadır.
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