Author :
Abstract
Turizm ve gastronomi, birlikte ele alınması gereken, bölgesel kalkınmaya, destinasyon özgünlüğüne ve markalaşmaya olumlu etkileri olan, destinasyon seçimi için tetikleyici işleve sahip kavramlardır. Yemek deneyimleri turistlerin tatil deneyimine bütünsel bir katkıda bulunmaktadır. Gastronomi turizmi, belirli bir destinasyona ilk kez gelen turistlerin ziyaretlerinden çok, tekrarlanan ziyaretler yoluyla geliştirilebilir. Bu anlamda Kayseri’nin tarihi güzellikleri, ulaşıma elverişli olması ve yerel mutfak ürünleri turistlerin olumlu duygularını tetikleyerek tekrar ziyaret etme ve tavsiye etme niyetini teşvik edebilir. Bu araştırma ile özellikle gastronomi turizminde tüketici deneyiminin davranışsal niyet üzerinde ne derece etkili olduğunun tespit edilmesinin hem sektöre hem de literatüre katkı sağlayacağı düşünülmektedir. Bu araştırmada, Kayseri ilinde bulunan yerel mutfak ürünleri sunan seçilmiş dört farklı restorana gelen turistlerin algıladıkları yerel mutfak ürünleri deneyimlerinin davranışsal niyet üzerindeki etkisini incelemek amaçlanmıştır. Bu kapsamda ilk olarak yerel mutfak ürünleri deneyiminin davranışsal niyet üzerindeki etkisi incelenmiştir. Sonraki aşamada, yerel mutfak ürünleri deneyimini oluşturan alt faktörlerin her birinin ayrı ayrı davranışsal niyeti ne ölçüde etkilediği ölçülmüştür. Analizlere hatasız olarak işaretlenen 405 katılımcıdan elde edilen veriler dâhil edilmiştir. Bu çalışmanın sonuçları, turistlerin yerel mutfak ürünleri deneyimlerinin davranışsal niyeti olumlu yönde etkilediğini göstermektedir. Bu sonuç, Kayseri’ye gelen turistlerin yerel mutfak ürünleri deneyiminden memnun kaldıklarını, tekrar ziyaret etme niyeti ve başkalarına tavsiye etme niyetinde olduklarını ortaya koymaktadır. Ayrıca yerel mutfak ürünleri deneyimi alt faktörlerinin de (yemek, iletişim ve mekan) ayrı ayrı davranışsal niyet üzerinde pozitif etkileri bulunmaktadır. Genel olarak, yerel mutfak ürünlerinin turistleri çekmek için giderek daha önemli ve etkili hale geldiğini söylemek mümkündür.
Keywords
Abstract
Tourism and gastronomy are concepts that need to be handled together, have positive effects on regional development, destination originality and branding, and have a trigger function for destination selection. Food experiences make a holistic contribution to the holiday experience of the tourists. Gastronomic tourism can be developed through repeated visits rather than visits by first-time tourists to a particular destination. In this sense, Kayseri's historical beauties, accessibility and local cuisine can trigger the positive feelings of tourists and encourage them to revisit and recommend them. With this research, it is thought that determining the effect of consumer experience on behavioral intention especially in gastronomy tourism will contribute to both the sector and the literature. In this study, it was aimed to examine the effect of the experiences of local cuisine products perceived by tourists visiting four different restaurants serving local cuisine products in Kayseri province on behavioral intention. In this context, firstly, the effect of local culinary products experience on behavioral intention was examined. In the next step, the extent to which each of the sub-factors that make up the local culinary experience affects behavioral intention separately was measured. Data from 405 participants who were flagged as error-free were included in the analyzes. The results of this study show that tourists' experiences of local culinary products affect behavioral intention positively. This result reveals that the tourists coming to Kayseri are satisfied with the experience of local culinary products, intend to visit again and recommend it to others. In addition, sub-factors of local culinary experience (food, communication and space) also have positive effects on behavioral intention separately. In general, it is possible to say that local cuisine products are becoming more and more important and effective in attracting tourists.
Keywords
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