Yöresel Mutfak Marka Değeri Algısının Destinasyon Farkındalığı ve Destinasyon Sadakati Üzerindeki Etkisi

Year 2018, Volume: 22 Issue: 1, 223 - 235, 10.04.2018

Serkan Şengül Oğuz Türkay

Abstract

Yöresel mutfaklar, turizm
destinasyonlarını ziyaret eden turistlerin yerel halk ile karşılıklı
etkileşimine neden olurken destinasyon hakkında fikir sahibi olmasını da
sağlamaktadır. Bu çalışmanın amacı turistlerin yöresel mutfak marka değeri
algılarının destinasyon farkındalığı ve destinasyon sadakati üzerindeki
etkisinin belirlenmeye çalışılmasıdır. Araştırma Bolu İlinin Mudurnu İlçesini
ziyaret eden 550 yerli turist üzerinde anket tekniği kullanılarak
gerçekleştirilmiştir. Elde edilen verilerin analizinde hipotezlerin test
edilmesi amacıyla basit doğrusal regresyon analizi kullanılmıştır. Yöresel
mutfak marka değerinin destinasyon farkındalığı ve destinasyon sadakati
üzerinde pozitif yönlü istatistiki etkiye sahip olduğu sonucuna ulaşılmıştır.
Araştırma kapsamında destinasyon yöneticilerine ve turizm işletmecilerine
önerilerde bulunulmuştur.

Keywords

Yöresel Mutfak Marka Değeri, Destinasyon Farkındalığı, Destinasyon Sadakati, Mudurnu

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