Sosyal Medya, Pazarlama ve Satış Strateji̇leri

Selin İşevcan Ertamay; Mehmet Emre Güler

doi:10.37609/akya.3703

Yazarlar

Selin İşevcan Ertamay

https://orcid.org/0000-0002-9892-621X

Mehmet Emre Güler

https://orcid.org/0000-0002-8689-9859

DOI: https://doi.org/10.37609/akya.3703.c7197

Özet

Sosyal medya, gastronomi turizmini etkileyen iletişim araçları arasında giderek artan bir rol oynamaktadır. Sosyal medya araçlarının özellikle Instagram üzerinden gastronomik bilgi ediniminde etkili olduğu ve katılımcıların büyük çoğunluğunun restoran seçiminde sosyal medya yorumlarından etkilendiği tespit etmiştir. Aynı zamanda, katılımcıların deneyimledikleri yiyecek ve içecekleri sosyal medyada paylaşma eğiliminde olduğu ve gastronomiyle ilgili içerik üreten kanaat önderlerini takip ettikleri gözlenmektedir. Özellikle kullanıcılar tarafından oluşturulan içeriklerin, destinasyon tanıtımında geleneksel reklamlara kıyasla daha etkili olduğu ortaya konmuştur. Bu bulgular, sosyal medyanın yerel mutfak kültürlerinin keşfine katkı sağladığını ve gastronomi turizmine olan ilgiyi artırdığını göstermektedir. Sosyal medya aracılığıyla destinasyonların yerel gastronomi unsurlarını daha görünür hale getirme olanağı sunması ve kültürel değerlerin korunması açısından fayda sağlamaktadır.

Social media has become an increasingly influential communication tool in the context of gastronomy tourism. Particularly, visual-based platforms such as Instagram play a significant role in the acquisition of gastronomic knowledge. Research indicates that a large proportion of individuals are influenced by social media reviews when making restaurant choices. Additionally, users often share their food and beverage experiences through social media and tend to follow opinion leaders who produce content related to gastronomy. Notably, user-generated content has been found to be more effective than traditional advertising in promoting tourism destinations. These findings suggest that social media contributes to the discovery and appreciation of local culinary cultures, thereby increasing interest in gastronomy tourism. Furthermore, by enhancing the visibility of local gastronomic elements, social media serves as a valuable tool for promoting destinations and preserving cultural values.

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