Gastronomic image and tourism development: an eWOM analysis based on TripAdvisor reviews within the framework of experiential marketing

It is argued that electronic word of mouth (eWOM) shapes destination development, yet it remains unclear which experiential dimensions visitor reviews primarily focus on. The aim of the study is to identify the positive, negative, and deficient aspects of the destination’s tourism development and to determine the online gastronomic image of Beypazarı, along with the elements/components that shape this image. This study uses experiential marketing theory to analyse 234 TripAdvisor reviews of the Ankara-Beypazarı destination through content analysis. The findings indicate that although all experiential marketing modules are present, the ‘sense-tasting’ and ‘act-motivating’ categories stand out. The prevalence of positive reviews reflects overall satisfaction; however, the presence of ‘feel-negative’ and ‘think-problem solving’ codes illustrates that addressing infrastructural shortcomings could increase satisfaction. The strong link between ‘sense-tasting’ and ‘act-motivating’ highlights the influential and guiding role of the destination’s gastronomic image. Thus, eWOM stands out as a critical guide, shaping both destination strategies and visitor behaviour within the experiential marketing framework.