Analysing Food Image Branding of Turkey From Instagram Social Media Platform

Basit Öğe Kaydı
dc.contributor.authorGörür, Hakan
dc.contributor.authorAtabay, Leyla
dc.contributor.authorGüzeller, Cem Oktay
dc.date.accessioned2022-11-16T07:42:34Z
dc.date.available2022-11-16T07:42:34Z
dc.date.issued2021
dc.departmentALKÜ, Meslek Yüksekokulları, Gazipaşa MRB Meslek Yüksekokulu, Otel, Lokanta ve İkram Hizmetleri Bölümü
dc.description.abstractThe main purpose of this study is to discover the most popular foods in Turkish cuisine by analysing user-generated content (UGC) and analysing Instagram posts to determine the most popular themes within a gastronomical context. Photographs, likes, and hashtags of 1167 posts shared with “#turkishfood” hashtag are analysed due to the representative power of this hashtag for the Turkish cuisine. Photography and text mining techniques are used under data mining. Findings for photographs and likes show that users have high and low perceived images for certain food categories. Hashtag findings support the user’s positive attitude towards Turkish cuisine. The study will help the destination develop future social media strategies by revealing the strengths and weaknesses of user-generated content (UGC) in the destination's food image branding. This study offers theoretical and practical implications by showing existing and possible image elements for destination food branding with social media.
dc.identifier.doi10.21325/jotags.2021.775
dc.identifier.endpage46en_US
dc.identifier.issue1en_US
dc.identifier.startpage24en_US
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/446474/analysing-food-image-branding-of-turkey-from-instagram-social-media-platform
dc.identifier.urihttps://hdl.handle.net/20.500.12868/2023
dc.identifier.volume9en_US
dc.indekslendigikaynakTR-Dizin
dc.language.isotr
dc.relation.ispartofJournal of Tourism and Gastronomy Studies
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectInstagram
dc.subjectUser-generated content (UGC)
dc.subjectText Mining
dc.subjectPhoto Mining
dc.subjectFood Image Branding
dc.titleAnalysing Food Image Branding of Turkey From Instagram Social Media Platform
dc.typeArticle

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