Marketing of menus in molecular gastronomy for customer value

The key objective of this study is to explore the customer value dimensions of Molecular Gastronomy (MG) and to examine how the MG menus should be marketed based on these value dimensions. For this purpose, a qualitative study approach using twenty-two semi-structured face-to-face interviews with elite MG experts in Turkey was adopted. The research consists of three chapters. In the first part, concepts related to MG and science-based kitchen flows were thoroughly examined. In the second chapter, the concept of expanded tourism marketing was explored. In the third chapter, the qualitative data were content analyzed using NVivo 12 and the findings were discussed. Authentic citations from the original transcripts were also used to improve the reliability of the data and to help better understand the findings. The findings of the present study highlight the effects of the Molecular Gastronomy cuisine applications menus in marketing in order to create customer value. This effect is salient through five key dimensions, namely functional, experiential, social, artistic, and epistemic. The findings provide significant insights that help design and implement appropriate and effective marketing strategies to ensure customer value in the marketing of MG menus. The study also offers several practical implications. This study was funded by Scientific Research Projects Coordination Unit of Istanbul University. Project number: 21867.