The Impact of Online Gastronomy Image and Gastronomy Tourism on Electronic Word of Mouth (E-WOM)
The Impact of Online Gastronomy Image and Gastronomy Tourism on Electronic Word of Mouth (E-WOM)

Author(s): Rana Şat
Subject(s): Media studies, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: tourism; Gastronomy; Electronic Word of Mouth (E-WOM); marketing;
Summary/Abstract: Today, restaurants provide people with different experiences to meet their basic nutritional needs, as well as to have a nice and quality time. In this way, it contributes to the socialization of people who prefer restaurant businesses. The increasingly competitive environment among restaurants makes the product and service quality of the enterprises sustainable by providing development by determining the quality of their products and services according to the expectations and wishes of the customers. In order for restaurants to continue their activities successfully, they need to use internet pages and social media tools effectively. With the development of information technologies, businesses receive feedback from the comments made by the guests and have an idea about the product service quality. In order for restaurant businesses to achieve long-term success, they must be able to meet the expectations and demands of their guests. Guests are actively using social media tools to gain experience and make a decision. Offering Word of mouth communication, TripAdvisor provides great support for guests in the decision-making process. Evaluating TripAdvisor and guest experience comments under the gastronomy image of individuals in restaurant selection, and specifying the elements they pay attention to in the gastronomy image are of great importance for restaurants to achieve sustainable success. for this reason, the effect of gastronomy image, word of mouth marketing and gastronomy image on destination image and identity has been mentioned.

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