Market Dynamics and Research Trends in Gastronomy Literature

Abstract

Purpose – This study aims to identify the main themes, trends and research gaps by examining the academic literature in the field of gastronomy and market dynamics through bibliometric analysis. By analyzing the existing studies in the literature, it is aimed to contribute to scientific knowledge by determining the academic trends in the field of gastronomy and marketing and the topics that should be researched in the future.
Design/methodology/approach – Bibliometric analysis method was used in the study. Within the scope of the study, 201 studies containing the keywords “marketing” and “gastronomy” were identified in the Web of Science database. Within the scope of the analysis, articles and book chapters were selected and evaluated, and the data were analyzed using the “bibliometrix” package in the R program. Academic publications between 2007 and 2024 were analyzed in terms of annual growth rate, keyword frequencies and research themes.
Findings – In line with the data obtained, it was determined that academic studies in the field of gastronomy and marketing increased with an annual growth rate of 24.05% between 2007 and 2024. It has been observed that themes such as “local food”, “consumption” and “experiences” stand out in the literature, and the interest in digital marketing, online local food services and sustainable gastronomy has increased especially after COVID-19. Furthermore, less studied topics such as molecular gastronomy, attachment, sustainable gastronomy, artificial intelligence applications and sensory marketing were identified as offering potential areas for future research.