http://hdl.handle.net/20.500.12566/29 2026-04-05T20:45:06Z http://hdl.handle.net/20.500.12566/2467 Dijital dönüşümün lisans düzeyinde turizm eğitimi müfredatlarına yansıması: Türkiye örneği Alan Aktaş, Aylin; Aydınlı, Feridun; Başer, Gözdegül Bu çalışma, Türkiye’de lisans düzeyinde turizm eğitimi veren yükseköğretim kurumlarının müfredatlarını dijital dönüşüm bağlamında değerlendirmeyi amaçlamaktadır. Çalışmada, YÖK Atlas 2024 verilerine göre turizm alanında eğitim veren 79 üniversitenin güncel müfredatları doküman analizi tekniğiyle incelenmiş; bilgi teknolojileri, yapay zekâ, dijital pazarlama, veri analitiği ve otomasyon gibi dijital içerikli dersler tematik olarak sınıflandırılmıştır. Bulgular, teknoloji odaklı derslerin birçok üniversitede yer almakla birlikte büyük oranda seçmeli ders statüsünde olduğunu ve özellikle yapay zekâ, veri analitiği ve dijital pazarlama gibi ileri dijital yetkinlik alanlarının müfredatlarda sınırlı düzeyde temsil edildiğini göstermektedir. Ayrıca teknoloji odaklı derslerin en fazla Turizm İşletmeciliği ve Gastronomi ve Mutfak Sanatları programlarında yoğunlaştığı, derslerin akademik dönemler arasında dengesiz bir dağılım gösterdiği belirlenmiştir. Bu sonuçlar, turizm eğitimi veren kurumların dijital dönüşüm sürecine uyum sağlayabilmesi için müfredatlarını bu yönde güncellemeleri gerektiğine işaret etmektedir. Bulgular ayrıca teknoloji odaklı derslerin %53,84’ünün seçmeli olduğunu, veri analitiği derslerinin yalnızca üç programda yer aldığını ve yapay zekâ içerikli derslerin toplam dersler içinde sınırlı bir paya sahip olduğunu ortaya koymaktadır.; This study aims to evaluate the undergraduate tourism education curricula in Türkiye within the context of digital transformation. Using data from the 2024 Higher Education Program Atlas (YÖK Atlas), the curricula of 79 universities offering undergraduate tourism programs were examined through document analysis. Courses related to information technologies, artificial intelligence, digital marketing, data analytics, and automation were thematically categorized. The findings reveal that although technology-oriented courses are included in many programs, they are predominantly offered as electives, and advanced digital competencies—particularly artificial intelligence, data analytics, and digital marketing—are insufficiently represented in the core curriculum. Additionally, technology-focused courses are concentrated mainly in Tourism Management and Gastronomy and Culinary Arts programs and display an uneven distribution across academic semesters. These results indicate the need for tourism education institutions to strategically update their curricula in order to align with the ongoing digital transformation and meet evolving industry expectations. As one of the first comprehensive analyses of digital competency integration in Turkish tourism curricula, this study provides valuable insights for both academic and sectoral stakeholders.The findings also reveal that 53.84% of technology-focused courses are elective, data analytics courses are offered in only three programs, and artificial intelligence-related courses constitute a limited share of the total courses. 2026-01-01T00:00:00Z http://hdl.handle.net/20.500.12566/2342 Opportunities and threats of generative artifcial intelligence for customer experience: A review of the customer experience journey Başer, Gözdegül This book, “Theories and Practices in Tourism, Marketing and Management,” is a testament to rigorous scientific inquiry in the realm of tourism and hotel management. It serves as an essential reference for scholars and industry leaders engaged in cutting-edge research and practical applications within these domains. With a focus on the dynamic intersections of tourism, marketing, and management, this volume highlights critical issues and contemporary challenges. It seeks to bridge theoretical nsights with practical solutions, offering a comprehensive perspective enriched by he latest advancements in international literature and research. 2024-01-01T00:00:00Z http://hdl.handle.net/20.500.12566/2321 Contribution of stevia to the perception of sweetness and bitterness in fruit drinks Öziyci, Hatice Reyhan; Okutucu, Aleyna; Or, Hamide Sena; Karhan, Mustafa The rise of healthy living trends has increased the popularity of natural sweeteners like stevia, derived from the Stevia rebaudiana plant. This study aimed to examine stevia’s impact on the sweetness and bitterness perceptions of apricot and sour cherry drinks. Initially, fruit drinks with 0% stevia (control group sugar source: saccharose) were produced using an optimal formulation (100 g sugar, 20% fruit puree, 0.3% citric acid, 1 L distilled water) based on Karhan et al.’s experiment (2024). In the earlier panel reviews, a 75% stevia substitution ratio was found to be the best. This study also tested that ratio, and all stevia-substituted fruit drinks (75 and 100%) were made using Karhan et al.'s formula. In the post-production stage, the drinks underwent pH and total soluble solids (Cemeroğlu, 2007), and sensory analyses with panelists (N = 12) using intensity scale (1: Very low, 9: Very high) and ranking (1: Most liked, 6: Least liked) tests (Lawless & Heymann, 2010). Results showed that increasing stevia concentrations decreased the pH values of apricot drinks more than sour cherry drinks. High stevia levels significantly lowered soluble solids in both drinks. Sensory analysis indicated that higher stevia concentrations reduced sweetness perception, especially in apricot drinks, and increased bitterness as sucrose-derived sugar content decreased. This shift in the balance between sweetness and bitterness resulted in a less sweet and more bitter flavor profile. The apricot drink with 0% stevia was the most favored, but the 75% stevia apricot drink also performed well, suggesting effective harmonization with apricot at appropriate ratios. However, drinks totally sweetened with stevia, particularly apricot, were least favored, indicating high stevia doses might adversely affect the authentic taste of apricot. Sour cherry drinks with 100% stevia received slightly better scores than their apricot counterparts. Overall, acceptance of stevia as a sweetener varied by fruit type and concentration. Apricot drinks were preferred more with 75% stevia, while sour cherry drinks were less preferred at the same concentration. The data suggest that stevia can create a favorable taste profile when used in suitable compositions and ratios. In summary, panelists rated sweeter drinks as less bitter, indicating sweetness masks bitterness. The effect of stevia on bitterness was less pronounced in sour cherry drinks, suggesting a better blend with sour cherries. The findings of this study highlight that 20 Uluslararası Tüketici ve Duyusal Bilimler Konferansı Bildiriler Kitabı stevia has good potential when applied in the right proportions. The desired amount of this natural sweetener should be specifically designed for each product. The study also emphasizes the significance of optimizing stevia concentrations to effectively balance sweetness and bitterness. To ensure consumer acceptability, it is essential to maintain this balance, as an excessive amount of bitterness can diminish the overall enjoyment of the drink. 2024-01-01T00:00:00Z http://hdl.handle.net/20.500.12566/2319 Building customer citizenship behaviour through mobile application quality: the mediating role of flow experience and customer engagement Caber, Meltem; Albayrak, Tahir; Karasakal, Sezer; González- Rodríguez, Maria Rosario Mobile applications have become an indispensable marketing medium for tourism companies. Given that half of the users delete the applications soon after completing their transactions, it is vital to improving the application quality based on the users’ expectations. Thus, drawing on the Stimulus–Organism–Response theory, this study investigates the determinants of customer citizenship behaviour related to mobile travel applications. It is a type of value co-creation behaviour, including sharing feedback with the company to help improving its service provision. The analysis results of 315 data collected from travel application users revealed that flow experience and customer engagement, which are affected by mobile application quality, are strong determinants of customer citizenship behaviour. Alongside with the discussion of the findings, the theoretical and managerial implications are also provided. 2024-01-01T00:00:00Z