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Restoran Web Sitelerinin İçerik ve Sunumlarının Analizi: İstanbul Örneği

Content and the Format Analysis of Restaurant Web Sites: The Example of Istanbul

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Abstract (2. Language): 
The two important factors that affect consumers’ satisfaction with the web site of a firm are the content and format. Therefore, the web sites of firms should include the necessary content and format so that consumers can find answers of their questions about the goods and services. The food and beverage sector is growing and the Internet usage is increasing in Turkey, continuously. The purpose of this research is to investigate the content and the format of Turkish restaurants’ web sites. The goal is to highlight weaknesses and to suggest restaurant managers the ways of developing web sites that are sufficient in answering the questions of consumers. A total of 457 web sites of restaurants that are operating in Istanbul were visited and examined through the Content Analyisis Method by this purpose. The selected web sites were investigated in terms of the presence/absence of the content regarding 29 restaurant attributes and format of the content. Restaurant attributes were determined by a combination of literature review and examinations of real restaurant web sites. There are numerous shortcomings in terms of the content and format of restaurant web sites according to the results obtained.
Abstract (Original Language): 
İçerik ve sunum, tüketicilerin işletme web sitesinden memnuniyetini etkileyen iki önemli faktördür. Bu nedenle, işletmenin web sitesinin, tüketicilerin mal ve hizmetlerle ilgili sorularına cevap bulabilecekleri içerik ve sunuma sahip olmasının sağlanması önemli bir konudur. Ülkemizde yeme-içme sektörü büyümekte ve internet kullanımı artmaktadır. Bu nedenle, araştırmanın amacı, ülkemizdeki restoran web sitelerini içerik ve sunum yeterlilikleri açısından incelemek, eksikliklere dikkat çekmek ve tüketicilerin sorularına cevap verecek yeterlilikte web sitelerinin geliştirilebilmesi için restoran yöneticilerine yol göstermek, olarak belirlenmiştir. Bu amaçla, İstanbul’da faaliyet gösteren toplam 457 adet restoranın web sitesi İçerik Analizi Yöntemi kullanılarak incelenmiştir. Restoranların web siteleri, literatür taraması ve uygulamadan yola çıkılarak belirlenen, 29 adet restoran özelliğine ait içeriğin varlığı/yokluğu ve sunum şekli açısından incelenmiştir. Elde edilen sonuçlara göre, restoran web sitelerinin içerikleri ve sunumları açısından bir takım eksiklikleri bulunmaktadır.
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