What is Dialogic Communication

Rooted in the dialogic communication model, the main objective of this study is to analyse the interactivity level of websites of gastronomy museums in Turkey. Thus, it will be unearthed whether gastronomy museums are progressing towards more dialogic or are staying informative systems with the relationship with their target audience. Via content analysis on websites, two questions were sought: (1) What kind of tools are utilized to present information? (2) What tools or resources are utilized on websites to interact with virtual visitors? The data were analysed by comparing private and public museums. The results indicate that the websites of gastronomy museums in Turkey have a medium level of interaction in presenting information and a low level of interaction in the tools available to virtual visitors. And thus, it can be said that museums use their websites for one-way communication, which are not fit for dialogic communication. This is valid for both private and public museums. Managerial implications were discussed, and future research directions are presented.