Araştırma Makalesi
BibTex RIS Kaynak Göster

Gastronomi turizmi açısından müşteri değerlendirmelerinin metin madenciliği ile analizi

Yıl 2021, Cilt: 24 Sayı: 46-1 - UTK 2021 Turizm Özel Sayısı, 1295 - 1312, 31.12.2021
https://doi.org/10.31795/baunsobed.1025204

Öz

Geçmişte bölgesel çeşitlilikle sınırlı olan beslenme alternatifleri zaman içinde olağanüstü artış göstermiştir. Yaşamı sürdürmenin temel unsuru olmasının yanı sıra hedonik tüketim olarak da ön plana çıkmıştır. Turistler için yöresel mutfağı keşfetmenin ve yemek yeme zevkinin çok önemli olduğu zaten biliniyor. Sosyal medya platformları turistler için karar vermede en etkili araç haline geldi. Turistlerin nereye gidecekleri, nerede kalacakları, ne yiyip içecekleri konusundaki kararlarını önemli ölçüde etkilerler. Bu araştırmanın temel amacı, birbirinden farklı konaklama alternatiflerine sahip Kaş ve Belek'te hizmet veren restoranların TripAdvisor yorumlarını analiz etmek ve anlamlandırmaktır. Bu amaç doğrultusunda 147 işletmeden 10,829 müşteri yorumu ile konu modelleme analizi, duygu analizi ve isim-varlık tanıma analizi gerçekleştirilmiştir. Yorumlar, 3 farklı konu başlığı (Deneyim, Yemek ve Atmosfer) altında gruplandırılmıştır. Yorumlardaki memnuniyet oranı Kaş için %89,52, Belek için %95,64'tür. Kaş ve Belek yorumlarından sırasıyla 800 ve 445 farklı yemek ismi keşfedilmiştir. En beğenilen yemekler: biber, domates, sarımsak ve baharat gibi soslar ile sunulan biftek, hamburger ve straganof gibi et yemekleridir.

Kaynakça

  • Akyol, İ. Ö. (2019). Elektronik ağızdan ağıza iletişim, Destinasyona yönelik Tutum, Destinasyon Ve Gastronomi imajının Turistlerin Ziyaret Niyetine Etkisi: Türkiye örneği (Doctoral dissertation, Marmara Universitesi (Turkey)).
  • Arslan, E. (2020). Çevrimiçi Gastronomik Turist Deneyimlerinin İçerik Analiziyle İncelenmesi. AHBVÜ Turizm Fakültesi Dergisi, 23 (2), 442-460
  • Avraham, E., & Ketter, E. (2016). Tourism marketing for developing countries: Battling stereotypes and crises in Asia, Africa and the Middle East. Springer.
  • Beardsworth, A., & Keil, T. (2002). Sociology on the menu: An invitation to the study of food and society. Routledge.
  • Blei, D. M., Ng, A. Y., & Jordan, M. I. (2003). Latent dirichlet allocation. the Journal of Machine Learning research, 3, 993-1022.
  • Boyne, S., Williams, F., & Hall, D. (2003). On the trail of regional success: Tourism, food production and the Isle of Arran Taste Trail. In Tourism and gastronomy (pp. 105-128). Routledge.
  • Büyükeke, A., Sökmen, A., & Gencer, C. (2020). Metin madenciliği ve duygu analizi yöntemleri ile sosyal medya verilerinden rekabetçi avantaj elde etme: Turizm sektöründe bir araştırma. Journal of Tourism and Gastronomy Studies, 8(1), 322-335.
  • Cetin, G., & Bilgihan, A. (2016). Components of cultural tourists’ experiences in destinations. Current Issues in Tourism, 19(2), 137-154.
  • Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.
  • Desjardins, J. (2019, April). How much data is generated each day. In World economic forum (Vol. 17).
  • Eren R. & Çelik M. (2017). Çevrimiçi Gastronomi İmajı: Türkiye Restoranlarının Tripadvisor Yorumlarının İçerik Analizi, Turizm Akademik Dergisi, 4 (2), 121-138.
  • Erkuş-Öztürk, H. (2009). The role of cluster types and firm size in designing the level of network relations: The experience of the Antalya tourism region. Tourism Management, 30(4), 589-597.
  • Gretzel, U., Fesenmaier, D. R., & O’leary, J. T. (2006). The transformation of consumer behaviour. Tourism business frontiers: Consumers, products and industry, 9, 18.
  • Hall, C. M. & Sharples, E. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In: C. M. Hall, E. Sharples, R. Mitchell et al. (eds), Food Tourism Around the World: Development, Management and Markets. Oxford: Butterworth-Heinemann, pp. 1–24.
  • Hjalager, A. M., & Richards, G. (Eds.). (2003). Tourism and gastronomy. Routledge. Ignatov, E., & Smith, S. (2006). Segmenting Canadian culinary tourists. Current issues in tourism, 9(3), 235-255.
  • İbiş, Salim. (2021). İstanbul’daki asırlık restoranlar ve bu restoranlara yönelik çevrimiçi yorumların incelenmesi. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi. 5(2) 127-139. ss.
  • Miniwatths Marketing Group. (2021, March 31). World Internet Users Statistics and 2021 World Population Stats. Internet World Stats Usage and Population Statistic. https://www.internetworldstats.com/stats.htm
  • Jiménez Beltrán, J., López-Guzmán, T., & Santa-Cruz, F. G. (2016). Gastronomy and tourism: Profile and motivation of international tourism in the city of Córdoba, Spain. Journal of Culinary Science & Technology, 14(4), 347-362
  • Kendir, H. (2020). Gastronomik Lezzetlere Yönelik Çevrimiçi Turist Deneyimlerinin İncelenmesi: Edirne Tava Ciğeri Örneği. Safran Kültür ve Turizm Araştırmaları Dergisi, 3 (3), 408-423 . Retrieved from https://dergipark.org.tr/tr/pub/saktad/issue/59328/845512
  • Kreeger, J. C., Parsa, H. G., Smith, S. J., & Kubickova, M. (2018). Calendar effect and the role of seasonality in consumer comment behavior: A longitudinal study in the restaurant industry. Journal of foodservice business research, 21(3), 342-357.
  • Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31(3), 928-936.
  • Mennell, S., Murcott, A., & Van Otterloo, A. H. (1992). The sociology of food: eating, diet, and culture. Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297-305.
  • Quattrone, G., Proserpio, D., Quercia, D., Capra, L., & Musolesi, M. (2016, April). Who benefits from the" sharing" economy of Airbnb? In Proceedings of the 25th international conference on world wide web (pp. 1385-1394).
  • Reynolds, P. C. (1993). Food and tourism: towards an understanding of sustainable culture. Journal of Sustainable Tourism, 1(1), 48-54.
  • Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9.
  • Symons, M. (1999). Gastronomic authenticity and sense of place. In CAUTHE 1999: Delighting the Senses; Proceedings from the Ninth Australian Tourism and Hospitality Research Conference (p. 401). Bureau of Tourism Research.
  • Şahin, S., Girgin, G. K., Kazoğlu, İ. H., & Nur, G. (2018). Gastronomi Turistlerinin E-Şikâyet Davranışları Üzerine Bir Araştırma: Alaçatı. Journal of Tourism and Gastronomy Studies, 68, 82.
  • World Tourism Organization (2013), UNWTO Annual Report 2013, UNWTO, Madrid
  • Wolf, E. (2002). Culinary tourism: A tasty economic proposition. Portland. International Culinary Tourism Taskforce.
  • Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65.
  • Zhai, C., & Massung, S. (2016). Text data management and analysis: a practical introduction to information retrieval and text mining. Morgan & Claypool.
  • Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.

A text mining analysis of customer evaluations in terms of gastronomy tourism

Yıl 2021, Cilt: 24 Sayı: 46-1 - UTK 2021 Turizm Özel Sayısı, 1295 - 1312, 31.12.2021
https://doi.org/10.31795/baunsobed.1025204

Öz

Nutritional alternatives, which were limited to regional diversity in the past, have increased extraordinarily over time. Besides being the basic element to sustain life, it has come to the fore as hedonic consumption. It is already known that discovering the local cuisine and the pleasure of eating are very important for tourists. Social media platforms have become the most effective tool for tourists in making decisions. They significantly influence the decisions of tourists on where to go, where to stay, what to eat and drink. The primary aim of this research is to analyze and make sense of TripAdvisor reviews of restaurants serving Kaş and Belek, which have different accommodation alternatives. For this purpose, topic modeling, sentiment, and name-entity recognition analyzes were carried out with 10,829 customer comments from 147 businesses. Reviews are clustered under the most appropriate 3 distinct subjects (Experience, Food, and Atmosphere). The satisfaction level in the comments is 89.52% for Kaş and 95.64% for Belek. In total, 800 and 445 different food names were discovered in Kaş and Belek reviews, respectively. Most liked foods: Meat dishes such as steak, burger, and stroganoff with cream, pepper, tomato, garlic, and spicy sauces.

Kaynakça

  • Akyol, İ. Ö. (2019). Elektronik ağızdan ağıza iletişim, Destinasyona yönelik Tutum, Destinasyon Ve Gastronomi imajının Turistlerin Ziyaret Niyetine Etkisi: Türkiye örneği (Doctoral dissertation, Marmara Universitesi (Turkey)).
  • Arslan, E. (2020). Çevrimiçi Gastronomik Turist Deneyimlerinin İçerik Analiziyle İncelenmesi. AHBVÜ Turizm Fakültesi Dergisi, 23 (2), 442-460
  • Avraham, E., & Ketter, E. (2016). Tourism marketing for developing countries: Battling stereotypes and crises in Asia, Africa and the Middle East. Springer.
  • Beardsworth, A., & Keil, T. (2002). Sociology on the menu: An invitation to the study of food and society. Routledge.
  • Blei, D. M., Ng, A. Y., & Jordan, M. I. (2003). Latent dirichlet allocation. the Journal of Machine Learning research, 3, 993-1022.
  • Boyne, S., Williams, F., & Hall, D. (2003). On the trail of regional success: Tourism, food production and the Isle of Arran Taste Trail. In Tourism and gastronomy (pp. 105-128). Routledge.
  • Büyükeke, A., Sökmen, A., & Gencer, C. (2020). Metin madenciliği ve duygu analizi yöntemleri ile sosyal medya verilerinden rekabetçi avantaj elde etme: Turizm sektöründe bir araştırma. Journal of Tourism and Gastronomy Studies, 8(1), 322-335.
  • Cetin, G., & Bilgihan, A. (2016). Components of cultural tourists’ experiences in destinations. Current Issues in Tourism, 19(2), 137-154.
  • Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.
  • Desjardins, J. (2019, April). How much data is generated each day. In World economic forum (Vol. 17).
  • Eren R. & Çelik M. (2017). Çevrimiçi Gastronomi İmajı: Türkiye Restoranlarının Tripadvisor Yorumlarının İçerik Analizi, Turizm Akademik Dergisi, 4 (2), 121-138.
  • Erkuş-Öztürk, H. (2009). The role of cluster types and firm size in designing the level of network relations: The experience of the Antalya tourism region. Tourism Management, 30(4), 589-597.
  • Gretzel, U., Fesenmaier, D. R., & O’leary, J. T. (2006). The transformation of consumer behaviour. Tourism business frontiers: Consumers, products and industry, 9, 18.
  • Hall, C. M. & Sharples, E. (2003). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In: C. M. Hall, E. Sharples, R. Mitchell et al. (eds), Food Tourism Around the World: Development, Management and Markets. Oxford: Butterworth-Heinemann, pp. 1–24.
  • Hjalager, A. M., & Richards, G. (Eds.). (2003). Tourism and gastronomy. Routledge. Ignatov, E., & Smith, S. (2006). Segmenting Canadian culinary tourists. Current issues in tourism, 9(3), 235-255.
  • İbiş, Salim. (2021). İstanbul’daki asırlık restoranlar ve bu restoranlara yönelik çevrimiçi yorumların incelenmesi. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi. 5(2) 127-139. ss.
  • Miniwatths Marketing Group. (2021, March 31). World Internet Users Statistics and 2021 World Population Stats. Internet World Stats Usage and Population Statistic. https://www.internetworldstats.com/stats.htm
  • Jiménez Beltrán, J., López-Guzmán, T., & Santa-Cruz, F. G. (2016). Gastronomy and tourism: Profile and motivation of international tourism in the city of Córdoba, Spain. Journal of Culinary Science & Technology, 14(4), 347-362
  • Kendir, H. (2020). Gastronomik Lezzetlere Yönelik Çevrimiçi Turist Deneyimlerinin İncelenmesi: Edirne Tava Ciğeri Örneği. Safran Kültür ve Turizm Araştırmaları Dergisi, 3 (3), 408-423 . Retrieved from https://dergipark.org.tr/tr/pub/saktad/issue/59328/845512
  • Kreeger, J. C., Parsa, H. G., Smith, S. J., & Kubickova, M. (2018). Calendar effect and the role of seasonality in consumer comment behavior: A longitudinal study in the restaurant industry. Journal of foodservice business research, 21(3), 342-357.
  • Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31(3), 928-936.
  • Mennell, S., Murcott, A., & Van Otterloo, A. H. (1992). The sociology of food: eating, diet, and culture. Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297-305.
  • Quattrone, G., Proserpio, D., Quercia, D., Capra, L., & Musolesi, M. (2016, April). Who benefits from the" sharing" economy of Airbnb? In Proceedings of the 25th international conference on world wide web (pp. 1385-1394).
  • Reynolds, P. C. (1993). Food and tourism: towards an understanding of sustainable culture. Journal of Sustainable Tourism, 1(1), 48-54.
  • Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9.
  • Symons, M. (1999). Gastronomic authenticity and sense of place. In CAUTHE 1999: Delighting the Senses; Proceedings from the Ninth Australian Tourism and Hospitality Research Conference (p. 401). Bureau of Tourism Research.
  • Şahin, S., Girgin, G. K., Kazoğlu, İ. H., & Nur, G. (2018). Gastronomi Turistlerinin E-Şikâyet Davranışları Üzerine Bir Araştırma: Alaçatı. Journal of Tourism and Gastronomy Studies, 68, 82.
  • World Tourism Organization (2013), UNWTO Annual Report 2013, UNWTO, Madrid
  • Wolf, E. (2002). Culinary tourism: A tasty economic proposition. Portland. International Culinary Tourism Taskforce.
  • Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65.
  • Zhai, C., & Massung, S. (2016). Text data management and analysis: a practical introduction to information retrieval and text mining. Morgan & Claypool.
  • Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Turizm (Diğer)
Bölüm Araştırma Makalesi
Yazarlar

Ahmet Büyükeke 0000-0002-6103-7646

Tufan Özsoy 0000-0002-0138-4179

Erken Görünüm Tarihi 31 Aralık 2021
Yayımlanma Tarihi 31 Aralık 2021
Gönderilme Tarihi 17 Kasım 2021
Kabul Tarihi 20 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 24 Sayı: 46-1 - UTK 2021 Turizm Özel Sayısı

Kaynak Göster

APA Büyükeke, A., & Özsoy, T. (2021). A text mining analysis of customer evaluations in terms of gastronomy tourism. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(46-1), 1295-1312. https://doi.org/10.31795/baunsobed.1025204

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