Gastronomy and cultural adaptation among digital nomads in Istanbul: A netnographic study of YouTube narratives

This study examines how digital nomads living in Istanbul make sense of the city's food culture and how their gastronomic experiences relate to cultural adaptation. Drawing on Berry's acculturation framework, the analysis considers how trying local dishes, engaging with Turkish culinary traditions and using digital platforms are narrated by nomads themselves. The research is based on a qualitative, netnographic analysis of 18 YouTube videos posted by self-identified digital nomads, examined through thematic analysis. The findings suggest that many nomads approach Turkish cuisine with openness, blending their own food habits with new tastes encountered in the city. YouTube and other digital tools appear to shape expectations and guide food-related choices, while shared meals, market visits and everyday encounters are described as helping nomads connect with others and feel more at home. Some challenges - difficulty understanding menus, unfamiliar flavours, hygiene concerns - also emerge. Given the qualitative and exploratory nature of the study, these patterns should be read as illustrative rather than generalisable. The study offers fresh insight into a growing yet understudied group in Türkiye and points to practical implications for destinations seeking to improve gastronomic communication and accessibility.