SOCIAL MEDIA USE BY RESTAURANT BUSINESSES IN THE SLOW FOOD CONCEPT: TRIPADVISOR CASE STUDY

Abstract

Evaluations on social networking sites affect individuals' decision-making and purchasing behaviors and contribute positively to the choice of Slow Food restaurants. The purpose of the research is to highlight the benefits of marketing restaurants serving in the Slow Food concept on Tripadvisor. 553 user comments on Tripadvisor between the dates of 10.04.2021 and 15.05.2021 regarding the 11 restaurants serving in the slow-food concept in Turkey were analyzed. After the user reviews were subjected to content analysis, positive and negative comments were classified under certain categories. In the analysis of the customer comments, 2802 positive and 202 negative indicators were found under the categories. It has been determined that mainly the comments are concentrated on service, food, and beverage categories, physical structure, price, location, revisit, and recommendation intentions. According to the research results, it is possible to say that the comments shared about Slow-food restaurants will impact potential customers.