Geleneksel Gastronomi İşletmelerinde Ürün Odaklı Uzmanlaşma Stratejisinin Dijital İtibar Üzerinden Analizi (Analysis of Product-Oriented Specialization Strategy in Traditional Gastronomy Enterprises Through Digital Reputation)
DOI:
https://doi.org/10.63556/jotags.2026.1898Keywords:
Gastronomy tourism, Product-oriented specialization, Text mining, Digital reputation management, Signature dishAbstract
This study examines the effects of the product-oriented specialization strategy on customer perception in achieving sustainable competitive advantage in gastronomy tourism. The research sample consists of 1,401 user reviews belonging to a restaurant operating in the Afyonkarahisar destination, which stands out for its traditional culinary heritage. Methodologically, Natural Language Processing (NLP) and text mining techniques were applied using the Python. Results reveal that the primary determinant of digital reputation is the of taste perception (51.7% n=725); while product specialization is manifested through the concepts of ‘Signature Dish’ (Tandır, n=311) and ‘Experiential Tasting’ (Aşçı Tabağı, n=258). Findings indicate that operational constraints (waiting in line, n=206) are tolerated through product authenticity and culinary expertise (service recovery). This study provides a methodological contribution to the literature by analyzing local culinary culture through digital data. The research demonstrates that, in contrast to the service-oriented specialization model in the hospitality sector, a tangible product-oriented specialization model in the gastronomy sector may indicate a significant potential to consolidate customer loyalty at the enterprise level.
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