Understanding Components of The Memorable Ethnic Food Experience: A Case of Turkish Cuisine in London

Abstract

The primary goal of this study is to understand the memorable ethnic food experience of Turkish cuisine in London. To achieve the aim of the study, netnography approach, which is a qualitative study method, was used to ascertain the components of the memorable ethnic food experience via the User-Generated Content (UGC) technique. The data was garnered via TripAdvisor from consumers’ reviews posted regarding their food experience of Turkish food (n: 2324). The findings of this study posed that the memorable ethnic food experience has five main components: hospitality and social interaction, taste, and food characteristics, servicescape, authenticity, satisfaction, recommendation, and revisit intentions. The results of this study allow service providers to create a framework of memorable ethnic food experience design by focusing on components identified in the present work. The findings of the study contribute to a better understanding of memorable ethnic food experiences. Because of its original contributions, this study extends the food experience literature by providing original findings