The main motivations for being a green restaurant are environmental pollution concerns, savings, standardization, and service quality; In addition to the advantages of being a green restaurant, such as gaining awareness and popularity, providing quality and standardized service..
Investigation of Green Generation Restaurants in the Scope of Sustainable Gastronomy Tourism
Res. See. Neslihan Simsek
Assist. Assoc. Dr. Gurkan Akdag
Summary
With the globalization in the world, significant progress has been made in many industries. While the developments in technology and industry have triggered economic development, countries have reached a certain level of prosperity and people have been able to handle their daily work more easily. Sustainability in services and products is one of the most important problems caused by such technological progress and industrialization. the idea of providing Food and beverage businesses significantly affect the sustainability of the natural environment as a result of the natural resources they consume and the waste produced.
Considering that the developments in the food and beverage sector can only be long-term with the sustainability of natural resources, the aim of this study is; The main motivations for being a green
Restaurant Trends, how being a green restaurant makes the business different from other restaurants, the advantages and disadvantages of being a green restaurant, and the introduction of the concept of
green generation restaurant by giving information as a helpful guide to the managers in the process of deciding to become a green restaurant in the future.
In this context, the perspectives of green restaurant managers on their practices and the practices carried out in green restaurants were examined as a result of the interviews. In the study, semi-structured interview form was preferred as data collection tool and descriptive analysis method was preferred as data analysis method.
As a result of the research; The main motivations for being a green restaurant are environmental pollution concerns, savings, standardization, and service quality; In addition to the advantages of being a green restaurant, such as gaining awareness and popularity, providing quality and standardized service, it has been found that the cost of the establishment is stated as a disadvantage by the green generation restaurant managers. It has been determined that being a green restaurant differs from other food and beverage businesses in terms of being sensitive to the environment of consumers and employees and performing environmentally oriented production.
Keywords: Sustainability, Gastronomy Tourism, Sustainable Gastronomy Tourism, Green Generation Restaurant
LOGIN
When the activities related to environmental protection and economic development are examined; The two concepts are thought to be contradictory statements. However, long-term economic development can only be possible with the presence of environmental protection. At the same time, development should be handled in relation to the richness of natural resources (Kahraman & Türkay, 2014: 87). In the last century, environmental problems stemming from rapidly developing technology and industry, and the limitation of resources in the world despite the uncontrolled increasing population have turned the direction of research into the concept of sustainability and practices for ensuring the sustainability of resources (Gündüz, 2004: 58).
The concept of sustainability that emerged in this context was reflected in almost all areas. Although all of the sustainable practices and researches in different fields have various dimensions, their common features are that they focus on the future of human beings and that they aim to protect the resources of the field for which they are considered (Beeyhan and Ünügür, 2005: 80). The concept of sustainability, which emerged with the emergence of the concern that something is unsustainable; It refers to a concept that requires a change in the way of thinking without reducing the quality of life.
As a result of the implementation of sustainability, the consumption society will leave its place to a social structure that is in universal solidarity and aims at environmental management, social responsibilities and economic solutions (Şahin, 2004: 6; Özmehmet, 2005: 12; Özbey, 2002: 2).
Situations that lead businesses to follow sustainable policies in the management process are the financial concerns of businesses, their sense of responsibility for environmental degradation, their desire not to fall behind rival businesses in the global formation, and sustainability as the main factor for long operating life today (Kuşat, 2012: 228; Kuosmanen & Kuosmanen, 2009: 235). As a result of the increase in people's interest in products related to the environment and health, it can be said that green restaurants, which prefer sustainable and environmentally friendly products, attract the attention of customers and become a demanded practice (Kurnaz & Özdoğan, 2017: 76).
Since the power and demand of the consumer is seen as a guiding force for the development of the market, the choices and preferences made by the consumer can be an important factor for ensuring sustainability in the food processing industry (Murphy, McDonnell & Fagan, 2014: 209). Considering today's environmental conditions, it is valuable for future generations for businesses to fulfill their responsibilities for the environment and sustainability.
In this context, it is extremely important for the restaurant business to increase the existence of the green generation generation restaurants aiming at sustainability in every aspect and for the green restaurants to continue their activities successfully. For this reason, in this study, it is aimed to introduce the concept of green generation restaurant and to determine the perspectives of businesses on green restaurant applications.
1. LITERATURE REVIEW
1.1. Sustainability and Sustainable Tourism Concepts
Sustainability as a concept, focusing on the functions, processes and productivity of ecology and ecological systems, the ability of the present generation to meet the needs without ignoring the responsibilities of future servants? is defined as (Isildar, 2016: 60). Sustainability was first used as a word in 1712 by the German scientist Hans Carl von Carlowitz ‚ Sylvicultura Oeconomica. used in the book. The concept of sustainability was introduced for the management of forest and wildlife about three centuries ago and was used in relation to fisheries in the first half of the 20th century. (Sünnetçioğlu & Yılmaz, 2015: 96).
The first journal to include academic studies on sustainability was the 'Journal of Sustainable Tourism', the first issue of which was published in 1993 (Gıran Taşçıoğlu, 2016: 19). Our Common Future? The Brundtland Report was prepared by the United Nations World Commission on Environment and Development. In the report, the concept of sustainable development was expressed as meeting the needs of the present without compromising the ability of future generations to meet their own needs (United Nations, 1987: 27).
In another definition, Kahraman and Türkay (2014: 90) define sustainable development as the development where basic environmental, social and economic services can be offered to everyone without threatening the existence of the ecological and social systems on which these services are based. have been defined as. Sustainable development and sustainability are discussed and evaluated in various conferences, especially in the United Nations Organization (Akıncı Ekiztepe, 2016: 34).
Tourism, with its intense environmental environment, is one of the industries most in need of sustainability. In the relationship between tourism, environment and sustainable, the environment being an attraction factor for tourists, environmental factors affecting tourism and the effects of tourism on the environment? comes to the fore (Kahraman & Türkay, 2014: 111).
The task of sustainability in the tourism industry is to improve tourism and product quality without adversely affecting people's physical and human environment (Cronin, 1990: 13). In this context, sustainable tourism; Tourism is tourism that takes full account of current and future economic, social and environmental impacts that meet the needs of visitors, industry, the environment and host communities (UNWTO, 2005).
The main thing in sustainable tourism is to protect natural areas and rural areas from the negative environmental effects of tourism as the tourism areas of the future. On the other hand, for today's tourism, in addition to the fact that tourists can participate in touristic activities in nature in environments without environmental problems (Kara, 2016: 585), it is to invest in the future by giving importance to natural, cultural, social, economic, administrative and aesthetic improvement policies (Gündüz, 2004). : 58). It should not be thought that sustainability in tourism will be achieved by considering only the numerical demand and income dimension.
Ensuring sustainability in tourism; It depends on protecting and protecting the environment and nature in every sense, meeting the expectations of local people and visitors (Altanlar & Akıncı Perakende, 2011: 2), in short, forward-looking activities that provide sustainable benefits for the environment and people. Sustainability in tourism; should serve many purposes such as economic viability, local economy welfare, employment quality, social equality, visitor satisfaction, local control, well-being of the local community, cultural wealth, physical integrity, biodiversity, resource efficiency and environmental cleanliness (Çetinoğlu, Mesci & Mesci, 2008). 2017: 114).
1.2.Gastronomic Tourism and Sustainable Gastronomy Tourism
Gastronomy tourism is travel to destinations where the main reason for travel is local food and local culture. It is also known as "food tourism", "tasting tourism" or "culinary tourism" (Vinerean, 2013: 22). In another definition, gastronomic tourism is defined as a type of tourism where the motive of travel is partially or completely to taste local products or to participate in gastronomy-related activities (Gheorghe, Tudorache & Nistoreanu, 2014: 12). While gastronomic tourism is one of the touristic movements, in which more and more participants are involved every year; As a result of globalization, the concept of sustainable gastronomy has started to take place more and more in the literature in recent years in terms of the existence of scarce resources and the preservation of local cultures.
Sustainable gastronomy is the promotion of local products for environmental and socio-cultural reasons. Localized gastronomic systems promote environmental sustainability, social justice and fair trade. Activities such as creating markets for local specialties, the old agricultural and food system, wine routes or eco museums support sustainable gastronomy and therefore local development (Yurtseven & Karakaş, 2013: 91).
Scarpato (2002) and Yurtseven (2011), the concept of sustainable gastronomy, special restaurants, locally produced food, special food production systems, food festivals, special food organizations, natural shopping centers, natural and historical shopping places, local life culture, organic agriculture and They stated that it consists of elements such as organic products, local food production and traditional production (Durlu Özkaya, Sünnetçioğlu & Can, 2013: 15). Sustainable gastronomy; It is an approach that shapes the future from the present, enabling the transfer of local food and cultural elements to the future.
Some of the previous studies on sustainable gastronomy and sustainable gastronomy tourism in the literature are as follows:
Durlu Özkaya, Sünnetçioğlu and Can (2013) stated that the concept of sustainable gastronomy and sustainable gastronomy tourism born from this perspective includes the orientation to local and traditional gastronomic factors in order to travel to a certain destination, and food and beverages prepared with environmentally friendly production systems. They emphasized the importance of marking. Kivela and Crotts (2005) mentioned that gastronomic experiences are a powerful tool for destination marketing.
Akdağ, Özata, Sormaz, and Çetinsöz (2016) introduced Surf&Turf, a nutrition style within the scope of sustainable gastronomy tourism, and examined this diet from the perspectives of local gastronomy tourists. Yurtseven and Karakaş (2013) examined the slow city Gökçeada as a sustainable gastronomy destination and mentioned that through sustainable gastronomy tourism, tourists provide close contact with the people, agricultural areas, agricultural activities, local products and traditional cuisines in the region.
Yurtseven (2011); It measured the perceptions of sustainable gastronomy in terms of satisfaction and importance from the perspectives of visitors to Gökçeada, and emphasized the importance of understanding the characteristics of visitor types in terms of destination strategies. Jiménez Beltr{n, López Guzm{n and Santa Cruz (2016), the tapas concept? conducted field research to determine the values of foreign tourists visiting the city of Cordoba, which stands out with its The development of the environment in terms of organic agriculture and the increase of local regions, the close relationship between tourism and local agriculture, and sustainability as one of the main results of the potential of local gastronomy as a tourist product, which includes the development of the local economy.
Garrod and Fyall (1998: 202) in order to make sustainable tourism sustainable, sustainable use of resources, reduction in excessive waste and consumption, protection of diversity, inclusion of tourism in the plans and strategies, supporting local economies, inclusion of the local community, seeking the opinions of stakeholders and the public, education, and the adoption of the responsibility principle in tourism marketing.
Sustainable gastronomic tourism is a tourism movement that develops and manages in terms of supporting local people and local agriculture (Yurtseven, 2011: 17). From this point of view, food and beverage businesses operating within the scope of sustainable gastronomy tourism;
They are businesses that observe resource efficiency and efficiency in all their activities starting from the establishment stage, adopt responsible purchasing as a principle, support local production and consumption, aim to minimize waste generation during consumption, and lead other restaurant businesses, suppliers and customers to behave in a similar way (Özgen, 2007). 2014: 194). Sustainable strategies implemented by businesses enable businesses to differentiate their products and earn above the normal returns to be applied to economic and sustainable performance measures (Pullman, Maloni & Carter, 2009: 40).
1.3. Green Restaurant
Recently, people's awareness of various serious environmental problems such as global warming and waste and green-based activities have increased (Doğan, Nebioğlu & Demirağ, 2015: 4). Since restaurants and other commercial food service establishments are high energy users in commercial life, the adoption of green practices by restaurants is important in terms of sustainability and profitability (Namkung & Jang, 2013: 86). The concept of green, in general terms, is a concept that is environmentally friendly in every sense and takes into account the protection of the environment at every stage (Wang, Chen, Lee & Tsai, 2013: 264). The concept of green restaurants, on the other hand, can be defined as buildings that are built, designed or renovated to be energy efficient and environmentally friendly (Lorenzini, 1994: 119).
The most important things that distinguish environmentally oriented green restaurants from other traditional restaurants are reducing, reusing and recycling (reducereuse-recycle) consisting of three Rs and energy-efficiency consisting of two Es (Gilg, Barr & Ford, 2005: 487). The aim of green restaurants is to create environmental awareness in customers and to ensure the sustainability of businesses (Çetinoğlu, Mesci & Mesci, 2017: 113). Environmental orientation has led the restaurant industry to make efforts to support and develop environmentally friendly products, and the professional restaurant industry to establish green organizations such as Green Generation Restaurants, Sustainable Restaurant Association and Green Restaurants Association (Doğan, Nebioğlu & Demirağ, 2015: 4).
The Green Restaurants Association (GRA) is an association established in 1990 in the USA (San Diego) by various national associations, acting with the mission of creating an environmental and sustainable restaurant industry (Dilek, 2016: 91). Restaurants are among the categories prepared by the Green Restaurant Association (GRA), such as energy, water, waste, disposable units, reducing the use and pollution of chemical products, sustainable food and sustainable building materials? by getting various points, Green Restaurant? is entitled to receive the certificate.
The Green Restaurant Association certification system consists of 500 environmental standards (Green Restaurant Association, nd). The Sustainable Restaurant Association (SRA) is a non-profit organization founded in 2010 by Giles Gibbsons, Simon Heppner, Henry Dimbleby and Mark Sainsbury to ensure the sustainability of the UK food and beverage industry.
Within the sustainability framework of the Sustainable Restaurant Association, in the areas under three categories (local and seasonal products, ethical meat and dairy products, environmentally friendly agricultural practices, sustainable fishing, honest trade, employee training, healthy eating, responsibility in marketing) provides consultancy services and accreditation (Sustainable Restaurant Association, 2015).
Green Table Australia (GTA) is a training and certification program that supports and validates restaurants, cafes, catering businesses in Australia that are reducing their negative impact on the environment (Green Table Australia, 2017). The Green Table Network, on the other hand, is a non-profit organization founded in Canada in 2007 (The Green Table Network, nd), which accepts food service operators, committed to providing the best quality and delicious food, as well as improving the damage they cause to the environment.
These institutions, which emerged from international sustainability studies, are also extremely valuable in terms of gastronomy. In particular, green generation restaurants that strengthen the existence of sustainable food and beverage businesses; are nature-friendly businesses that are subject to mandatory practices such as energy use, waste management, separation of hazardous wastes and delivery to licensed institutions, water use, recycling, communication and education, and sustainable food (Yeşil Nesil Restaurant, ty).
At this point, the Green Generation Restaurant Movement, which started in 2014 as an example of sustainability in the food and beverage industry on a national scale? emerged as an attempt to settle and spread the concept of sustainability in restaurant business. The Green Generation Restaurant Movement is a project initiated with the cooperation of the Tourism Restaurant Investors and Operators Association (TURYID), Unilever Food Solutions, Istanbul Beşiktaş Municipality and Boğaziçi University, under the leadership of the Wildlife Conservation Foundation (WWF Turkey). The reasons for the emergence of this movement are as follows (Dilek, 2016: 280):
* Ensuring energy efficiency in the food and beverage industry,
* To reduce all kinds of waste and to evaluate the resulting waste,
* To reduce the costs of businesses and municipalities while reducing their carbon footprint,
* To spend less energy and to reduce the costs of energy use of enterprises,
* To gain reputation in the public,
* To lead the sector,
* To increase employee loyalty.
The process of becoming a green generation restaurant is a process that starts with an application to the Tourism Restaurant Investors and Operators Association (TURYID) (Yeşil Nesil Restaurant, ty). Green
Within the scope of the 2nd Generation Restaurant Movement, restaurants are evaluated on 95 different criteria, from energy use to waste management, from water use to sustainable furniture and building materials (Akay, 2015).
The Wildlife Conservation Foundation assesses the situation and provides training in the restaurant for which the application is made to become a green restaurant, and determines the time for conversion to a green restaurant. At the end of the audit, a diploma is awarded by Boğaziçi University and the Wildlife Conservation Foundation. The converted points continue to be inspected without the knowledge of the business. In addition to educating the consumer through the joint communication campaign, individuals who directly or indirectly participate in the production process, from producer to consumer, to competitor businesses, are informed about green generation restaurant business. Today, there are six green generation restaurants serving in Turkey (Yeşil Nesil Restaurant, ty).
Green generation restaurants, digital menus they use in their businesses, energy-efficient electronic devices, garbage shredders, bottle crushers, recyclable accessories, organic local products, water service with jug, use of seasonal products, use of water-saving fixtures, collection of waste oil, food waste disposal. It tries to support sustainability in every aspect by carrying out many applications such as composting (Akay, 2015: ). Although it is a relatively new subject in the literature, it is possible to come across different studies on green generation restaurants.
Regarding green restaurant business, Teng, Wu, and Huang (2014) discussed the relationship of consumers' environmental concerns to visiting a green restaurant in Taiwan. In the study conducted with 500 participants, the tendency of Taiwanese consumers to be green restaurant customers was examined by bringing together the value-attitude-behavior model and environmental concerns.
Charity and universalism as variables measuring personal values, growth limits and nature balance as values measuring environmental concerns, health and environment as variables measuring general attitudes, willingness to be a restaurant customer as variables measuring behavioral intention, and directing individuals to tend to be customers by recommending the restaurant were determined.
In the results of the study, it was found that personal values positively affect the intention to visit the green restaurant, and that attitude not only affects behavioral intention positively, but also plays a mediating role between personal values and behavioral intention.
Çetinoğlu, Mesci, and Mesci (2017) examined a restaurant in Akçakoca in order to determine to what extent the criteria of the green generation restaurant project could be applied within the scope of green generation restaurant business and how this application would have an impact.
As a result of their research, it has been determined that there will be financial problems in the implementation of the green restaurant application, as the restaurant will have financial difficulties in complying with the criteria, and the customer profile coming to the business is not suitable for this situation.
Kurnaz and Özdoğan (2017) investigated how the green restaurants operating in Istanbul perceived the service provided by the customers. 390 consumers participated in the research and the GRSERV model, adapted from the DINESERV model, was used to measure the quality of service provided by green restaurants. According to the data obtained from the participants purchasing services from green restaurants, it was found that the education level and income level of the majority of the participants were high.
Expectations and perceptions of the restaurant's services, the physical dimensions of the business, its reliability, the willingness of the green restaurant to serve the customer quickly, the ability of the green restaurant employees to be knowledgeable and courteous, as well as the ability to build trust in the customers, the green restaurant business to take into account the expectations of the customers, environmentally oriented services, the food on the menu design and presentation? divided into sizes.
As a result of the research, customers' reliability (the green restaurant's ability to perform a promised service fully and reliably), physical characteristics (the architecture of green restaurants, energy savings and the devices used for this purpose) and trust dimensions (the knowledge and courtesy of green restaurant employees and trust in customers) and the ability to create a sense of self-confidence), it was concluded that the expectations of the service quality offered by the green restaurants could not be met.
Ma and Ghiselli (2016) investigated the economic feasibility of adopting green practices in the context of measuring, monitoring and managing green practices in medium-sized restaurants in China. Within the scope of the study, two restaurants, which are similar in terms of sales revenue, number of customers served, number of employees and employee salary, were compared by considering factors such as solid waste management, reuse of cooking oil, energy use and water use.
In the study conducted within the framework of waste management hierarchy and lean production, it has been found that the negative environmental impacts are reduced by adopting green practices, and daily energy, solid waste and water use reductions will provide great savings when considered annually.
Schmidt (2015) examined the sustainable green building certification practices of restaurants in the United States. In the study, restaurants were grouped according to their service methods and whether they were LEED (Leadership in Energy and Environmental Design) certified.
As a result of the research, it has been found that LEED certified restaurants consume less energy and generate less waste than non-LEED certified restaurants, have less negative effects on the environment and provide annual cost savings. Doğan, Nebioğlu and Demirağ (2015); In order to compare the green management practices of restaurants in Alanya and Rome from a managerial point of view, data were collected from restaurants located in both city centers.
In the results of the research, it was determined that while water saving, energy saving practices, collection of solid wastes by separation, reducing the use of products that harm the environment were important for the managers of both countries, there were differences in some issues related to sensitivity in environmental practices.
Hu, Parsa, and Self (2010) examined the relationship between sustainability practices in restaurants, environmental problems, ecological behavior and the tendency of consumers to become customers of green restaurants in Taiwan and found that consumers' knowledge of sustainability practices in restaurants is an important determinant of their intention to become a customer of green restaurants. It has been found that consumers are willing to overpay for eating in a green restaurant.
Tan and Yeap (2012) reviewed the conceptual and empirical literature on how pro-environmental attitudes and behaviors affect consumers' behavior towards becoming green restaurant customers.
DiPietro, Cao, and Partlow (2013) conducted a study in the United States to measure consumers' perceptions and purchasing attitudes about green certified restaurants. They found that they were more conscious about green practices. Alcorn (2014) conducted a case study of two restaurants in the United States, based on the belief that restaurant employees have a significant impact on environmental sustainability practices implemented by restaurants.
29 participants working in different parts of the restaurant were included in the study, it was concluded that the employees exhibited a high level of environmental awareness, satisfaction, pride and loyalty to the restaurant due to the sustainable initiatives in the restaurant, and the green practices of the restaurant played a motivating factor for the environmental practices of the employees in their personal lives.
Wang, Chen, Lee, and Tsai (2013) brought together green supply chain management and catering management, based on the lack of undeveloped consensus on the concept of green restaurant in Taiwan; provided the participation of a 23-person expert group consisting of sector, academia and ministry employees and benefited from the delphi technique to develop green restaurant standards.
Green restaurant management standards are defined by experts in green food (food supply, menu planning and maintaining every stage of the cooking process without harming the environment), green environment and equipment (continuing the kitchen, restaurant environment and cleaning processes without harming the environment), and green management and social responsibility. (training employees and customers on green management policies and participation in activities that care about health and the environment) were determined as 3 main, 9 sub-categories and 81 indicators.
Szuchnicki (2009) found that green practices in restaurants have an effect on customer return intention. Joshi and Rahman (2015) examined the factors affecting consumers' green buying behavior, as a result of researches on green buying between 2000 and 2014, individual factors (emotions, habits, perceived consumer effectiveness, perceived behavioral control, values and personal norms, trust, knowledge). ..etc.) and situational factors (wages, product accessibility, personal/social norms and reference groups, product features and quality, brand image, nature-compatible labeling and certification, etc.).
Kasim and Ismail (2012), in a study conducted with 26 restaurant managers in Malaysia, examined the environmental impact of environmental management studies in the food industry. found that they are. At the same time, it was stated that there are obstacles such as weaknesses in environmental laws and regulations, instability in the green supply chain, and low-income consumers in front of the changes to be made for the restaurant management to move into the environmental management process.
Sünnetçioğlu and Yılmaz (2015) examined the approaches of restaurant owners and managers in İzmir to the concept of sustainability and evaluated the practices realized within the scope of sustainability in restaurants. It has been determined that the factors that motivate businesses to implement environmental practices are personal considerations, cost and legal regulations. The view of the managers on the concept of sustainability is determined as maintaining the same quality, staying in the market for a long time, meeting the expectations of the customers, meeting the expectations of the customers, and ensuring the balance of income and expenditure.
Freeman (2011) carried out their studies with the participation of traditional restaurant and sustainable restaurant managers to identify barriers and solutions for the sustainable restaurant industry in Arizona. As a result of the research, while the obstacles for traditional restaurants are the cost necessary to achieve environmental goals, the lack of awareness on the environmental effects of the production processes in the enterprise and the space problem for the composting of wastes; It has been found that the obstacles for sustainable restaurants are the lack of knowledge about composting of waste, the problem of space required for the composting process and legal issues.
2. METHOD
The aim of this study; The main motivations for being a green restaurant, how being a green restaurant makes the business different from other restaurants, the advantages and disadvantages of being a green restaurant, and the introduction of the concept of green generation restaurant by providing information as a helpful guide to the managers in the process of deciding to become a green restaurant in the future. The number of restaurants operating as green generation restaurants is six. Four of the restaurants included in the study participated. Interview technique, one of the qualitative research methods, was used as a data collection tool.
The semi-structured (standardized) interview form consisting of 4 open-ended questions was developed by Kirk (1998), Tzschentke et al. (2004,2008) and Akdağ et al. It was developed by taking advantage of the work they carried out in 2014. The questions asked to restaurant managers in the semi-structured interview form are:
1) Can you tell us about the process of your restaurant becoming a green generation restaurant? Can you give information about the application process?
2) Why did you join the green generation restaurant movement? What is the main motivation factor for you?
3) What are the advantages and disadvantages of being a green generation restaurant?
4) How did being a green generation restaurant make you different from other restaurants?
Data collection in the study was carried out by sending the interview form to the e-mail addresses of the restaurant managers who volunteered to participate in the study. Interview forms were sent via e-mail to the addresses of the participants who were contacted before the research between 01 May and 31 May 2017 and who stated that they volunteered to contribute to the study. As a result of three warning e-mails sent at regular intervals, the data collection process was completed and the data were analyzed.
3. FINDINGS
The answers of the restaurant managers participating in the study about the green generation restaurant trend and the values they obtained from this perspective were classified categorically. Responses of restaurant managers on green generation restaurateurs are as follows:
3.1. The Process of Being a Green Generation Restaurant
Could you tell us about the process of your restaurant becoming a green generation restaurant, which is the first question of the research? Can you give information about the application process? When the answers given to the question were examined, it was concluded that the enterprises carried out this process very consciously and prepared for the green generation restaurant experience in the long term.
Regarding this question, the restaurant manager with the code YN1; “We applied to be a green restaurant through the Tourism Restaurant and Club Investors Business Association. Later, WWF-Turkey stepped in, and after that stage, the transactions accelerated considerably. WWFTurkey followed our business, we analyzed our existing potential together, trainings were given to managers and staff on green restaurant management, and finally, we successfully completed our transformation within the time given to us”. The restaurant manager with the code YN3 answered the related question by summarizing the process and summed up the happiness of being accepted as a result of the application by saying “the diploma we obtained at the end of the application process is like a mark of pride for us”.
The restaurant manager with the code YN2 said, “We have been observing the businesses that are green restaurants for a long time and we were prepared for this, so we were able to fulfill the requirements of the process quickly”, while YN4 said, “We were included in the application process with the encouragement and information of our friends working actively in Turyid. Since both Turyid and WWF-Turkey officials are very professional and conscious, we were able to finalize the application process without any problems” and summarized their experience.
3.2. Reason for Participating in Green Generation Restaurant Movement and Motivation to Participate
The second question of the research is Why did you join the green generation restaurant movement? What is the main motivation factor for you? was asked. When the answers given to the question were examined, it was found that all of the enterprises emphasized the issues of being friendly with nature and saving. When the answers given to the second question were examined, the restaurant manager with the code YN4 said, “We have been disturbed for a long time by the fact that nature is rapidly polluted and humanity's rapid consumption curiosity.
While we were acting with the idea of what we could do differently for ourselves, we encountered the green generation restaurant trend. When we evaluated it from this perspective, we thought that being a part of this movement would be the right strategy for our business” and summarized his motivation to participate in the green generation restaurant movement. YN3 coded restaurant official said, “We are corporately sensitive about local food and we try to modernize and present Anatolian local dishes as much as possible.
From this perspective, we were impressed by the contribution of the green generation restaurant movement to the use of local products and local culture. On the other hand, it is important for us to have a savings-oriented approach, and we have saved a lot, especially by implementing behaviors related to waste management” and summarized the savings-oriented approach of the green generation restaurant approach. Restaurant manager with code YN1 said, “Recycling practices were an important motivation for us to participate in the green generation restaurant movement.
On the other hand, even if it is a green generation restaurant, the continuation of the inspections impressed us a lot. Continuous unannounced inspections affect us positively in terms of standardization and service quality” and summarized his views on the subject. Finally, the restaurant official with the code YN2 said, “It is important for us to carry out activities that harm nature as little as possible. As a commercial enterprise, our goal is to make a profit, but being able to act in harmony with nature makes us happy” and stated that the enterprise participates in the green generation restaurant movement due to its environmental sensitivities.
3.3. Advantages and Disadvantages of Being a Green Generation Restaurant
The third question of the research is about the positive and negative features of being a green generation restaurant for businesses. As a result of the research question, it has been found that although businesses generally talk about positive features, they spend more than they expected in terms of financial resources. Regarding the subject, the restaurant manager with the code YN2 said, “Being involved in the green generation restaurant movement has brought popularity to our business. In this sense, we are really happy.
People's interest in the restaurant has increased considerably, but being involved in the green generation restaurant trend has been more costly than we expected," he said, giving information about the advantages and disadvantages. YN4 coded restaurant official said, “We were very happy to be involved in the process as a business, because informing not only us but also consumers about green generation restaurants strengthened our ties with customers. On the other hand, while we were participating in the green generation restaurant movement, although materiality was not our top priority, we still could not obtain the material we expected," and mentioned that the financial expectations were realized less than expected as a result of their participation in the green generation restaurant movement.
The restaurant manager with the code YN1 said, “We both received a lot of training and spent a lot of money in the process of becoming a green restaurant. I have observed that the operating personnel are overwhelmed by the information. On the other hand, we had some financial difficulties in the transformation process. However, at the point we have reached in the end, our business is perceived as a place that provides much higher quality service today and we are a frequent destination for really conscious consumers.” He stated the advantages and disadvantages he faced. YN3
“We did not encounter any negative situation regarding the green generation restaurant business. On the contrary, we have new customers coming here just because we are a green restaurant, and we are asked dozens of questions to get information about green restaurants.”
3.4. The Difference of Being a Green Generation Restaurant
The fourth and last question prepared for the study is to the enterprises; How did being a green generation restaurant make you different from other restaurants? As asked. When the answers given to the research question are examined, it has been concluded that especially environmentally sensitive consumers prefer businesses and businesses have positive statements in favor of being green restaurants. Regarding the subject, the restaurant manager with the code YN3 said, “Since the day we joined the green generation restaurant movement, our preference has increased, especially by environmentally conscious consumers. Consumers are curious about all the green processes in the restaurant and they want to visit the restaurant” and expressed the demand for the business.
Restaurant manager with code YN4 said, “Joining the green generation restaurant movement gave us awareness among our competitors. Especially when compared to similar restaurants, our memory and awareness for consumers has increased a lot, and we owe this situation to being a green generation restaurant” and summarized the situation of the restaurant. YN2, we are faced with many questions thanks to our phrase “how to be an environmentally friendly customer.
Customers stay longer at the restaurant and spend more per customer”, declaring the difference of being a green restaurant and summarizing the financial gain. Finally, the restaurant manager with the code YN1 said, “We try to implement the practices we exhibit in the restaurant, even in our own homes. Being a green restaurant has changed not only the quality of the restaurant but also the quality of the staff.
From this point of view, I think that we employ much more conscious personnel compared to similar businesses. In addition, as a green restaurant, we were able to reach places that we could not reach even with advertisements. For this reason, we are perceived as a much higher quality and featured business compared to our competitors. and declared the different features of being a green generation restaurant.
4. CONCLUSION AND RECOMMENDATIONS
It is thought that the natural resources consumed by the food and beverage businesses and the waste produced seriously affect the sustainability of the natural environment. Considering that the life of the business in the food and beverage sector and the developments in the sector can only be long-term with the sustainability of natural resources, the aim of this study is; The main motivations for being a green restaurant, how being a green restaurant makes the business different from other restaurants, the advantages and disadvantages of being a green restaurant, and the introduction of the concept of green generation restaurant by giving information as a helpful guide to the managers in the process of deciding to become a green restaurant in the future.
In this context, in the interviews with green restaurant managers, the process of being a green restaurant, the main motivation factor for being a green restaurant, how being a green restaurant makes the business different from other restaurants, and the advantages and disadvantages of being a green restaurant were determined.
According to the results of the research, it has been seen that restaurants are involved in the process of becoming a green restaurant through WWFTurkey and TURYID (Turkish Restaurant Investors and Operators Association), and after the potential in the process is analyzed, they complete their green restaurant transformation with training on green restaurant management. From this point of view, it is important that restaurant managers who will participate in the green generation restaurant movement are knowledgeable and conscious about this issue.
Restaurant managers who participated in the research stated the reason for participating in the green generation restaurant movement and their main motivations by considering them from different perspectives. The restaurant manager with the code YN3 pointed out that they are a local themed restaurant, and emphasized that the green generation restaurant movement contributes to the use of local products and local culture, and that it is focused on savings, and stated the reason for participating in the application.
It can be said that as a result of the green generation restaurants focusing on savings on issues such as water and energy use, the restaurants will provide significant financial savings. Considering the annual savings of restaurants, it is stated in the studies of Ma and Ghiselli (2016: 74) and Schmidt (2015: 6) that being a green restaurant will provide a great advantage for businesses and will be the main motivation factor in the process of becoming a green restaurant. YN1 coded restaurant manager stated that unannounced inspections increased in their restaurants, therefore they were positively affected in terms of standardization and service quality, and they were included in the green generation restaurant application due to recycling practices.
Kurnaz and Özdoğan (2017: 80) measured the quality of service provided by green restaurants operating in Istanbul and determined the reliability of green generation restaurants (the green restaurant's ability to perform a promised service fully and reliably), physical characteristics (architecture of green restaurants, energy saving status). and the devices used for this purpose) and trust dimensions (the knowledge and courtesy of green restaurant employees and their ability to create a sense of trust and self-confidence in customers) were not met.
It is thought that it will be beneficial for food and beverage businesses to consider the service quality expectations of their customers and to evaluate the service quality of their businesses from the perspective of the customer, in terms of sustainability and the intention of their customers to return. The restaurant manager with the code YN4 stated the reasons for participating in the green generation restaurant movement by expressing his concern that nature is rapidly polluted. The restaurant manager with the code YN2 stated that their main motivation in the green generation restaurant movement is that the application is environment-oriented. On this subject, Sünnetçioğlu and Yılmaz (2015: 105),
Restaurant managers who participated in the research on the advantages of being a green restaurant gave different answers. YN2 coded restaurant manager said that the business gained popularity, YN4 coded executive consumers were informed about the green restaurant strengthens the bond with customers, YN1 coded manager became a frequent destination for conscious consumers because they provided quality service, YN4 coded manager was customers who came just because they were green restaurants and stated that customers are generally environmentally conscious people.
Considering the answers given by the managers, it can be said that the customers usually come to the green restaurants just because they are green-themed, and thus the businesses gain popularity among the customers. From this point of view, Çetinoğlu, Mesci and Mesci (2017: 119), Kasim and Ismail (20112: 558), Hu, Parsa and Self (2010: 353), where the existence of green generation restaurants and the existence of conscious and educated consumers are important for their survival in the sector. , Kurnaz and Özdoğan (2017: 85), DiPietro, Cao and Partlow (2013: 786) stated in their studies.
Ma and Ghiselli (2010: 350) mentioned in their research that the knowledge of consumers about green restaurants positively affects their intention to become a green restaurant customer. Szuchnicki (2009: 49) determined that green practices in the restaurant affect the consumers' intention to return to the restaurant. It is thought that the food and beverage businesses that will participate in the green generation restaurant application will gain a significant number of regular customers.
It can be said that the increase in awareness of green generation restaurants by customers has made green restaurants popular among customers, thus customers spend more time in green restaurants and therefore spend more. For these reasons, it is mentioned by Alcorn (2014: 42) that green restaurant employees have more environmental awareness, satisfaction, loyalty and pride towards the business and work.
Considering the disadvantages of being a green restaurant, the common thought of restaurant managers participating in the research is that setting up a green generation restaurant is costly. The restaurant manager with the code YN1, YN2 and YN4 evaluated the disadvantages of being a green generation restaurant in terms of the cost in the implementation of the application, while the manager with the code YN1 mentioned that the training given to the personnel about the application sometimes bored the staff.
The manager with the code YN3 mentioned that he did not encounter any negative situation related to green generation restaurant business. Cetinoglu, Mesci and Mesci (2017: 119), Kasim and Ismail (2012: 558), Sünnetçioğlu and Yılmaz (2015: 110), Freeman (2011: 36), which is seen as one of the obstacles to the establishment of green restaurants, is costly. specified by. It is inevitable that businesses need a certain amount of financial power until the establishment phase. After the restaurant is established, it is known by attracting attention by consumers, considering the annual financial savings they will achieve with savings in energy and water use, and the environment-oriented production process, considering that the capital spent at the initial stage is important for the future of the business,
The difference of being a green restaurant from other restaurants was stated by the restaurant managers who participated in the research by considering them from different perspectives. While the managers with the code YN3, YN4 and YN2 emphasized that the awareness and preference of environmentally conscious consumers increased, the customers were interested in green restaurants, so that they stayed in the restaurant more and spent more, the manager with the code YN4 approached the question from a different angle. The manager with the code YN1 mentioned that the qualifications of the employees increased with the trainings in the green generation restaurant application and that they tried to implement this practice in their private lives.
Alcorn (2014: 42) mentioned that the employees demonstrate the practices in the green restaurant in their own lives, so that they are happier in their own lives. It has been stated in different studies that green restaurant employees receive training on green practices and the environment, and explaining green management policies and management to employees are important for green standards and service quality (Wang, Chen, Lee & Tsai, 2013: 269; Kurnaz & Özdoğan, 2017). : 91). When viewed from this angle; It is seen that it is important for businesses to reward and encourage their employees for their success in green practice training and entrepreneurship in green practices (Doğan, Nebioğlu & Demirağ, 2015: 8).
The increasing concern and awareness on the environment due to serious environmental pollution has caused businesses to make environmentally oriented production. At this point, it is observed that the attention of customers has gained a tendency to become customers of environmentally friendly businesses. The main things that the green generation restaurants to be established should pay attention to at this stage attract attention. Based on the literature examined, it is important that restaurant employees are conscious and qualified in order to attract the attention of customers with the service quality of the enterprises, stability in making environmentally oriented production and green practice.
It is thought that providing the employees with short-term training on certain days will help them to rest carefully and without getting bored. It is thought that the managers who decide to establish a green restaurant will take risks in terms of finances and will make a good investment for the future, which will be recognized by the customer as well as an environmentally friendly business, and will have a long life in the sector. Future research; By examining the green generation customer profile, it is suggested to investigate the reasons that push the consumers to become green generation restaurant customers.
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As the head chef Ahmet ÖZDEMİR, I see the source:
Mr. Res. See. Neslihan Şimşek and Assist. Assoc. Dr. I sincerely thank Gürkan Akdağ for his academic studies titled "Investigation of Green Generation Restaurants within the Scope of Sustainable Gastronomy Tourism" and wish them success in their professional life . It will definitely be considered as an example by those who need it in professional kitchens, related research and in the world of gastronomy.