TELEVİZYONDA YAYINLANAN GASTRONOMİ KONULU GEZİ PROGRAMLARININ DAVRANIŞSAL TATMA NİYETİNE ETKİSİ

Year 2017, , 521 - 544, 01.12.2017

Hakan Yılmaz , Pınar Şenel

https://doi.org/10.31795/baunsobed.645107

Cited By: 1

Abstract

21. yüzyılda kitle iletişim, ana işlevleri olan haber ve bilgi verme dışında kültürel tanıtma, eğitme, sosyalleştirme, motive etme gibi farklı işlevler de kazanmıştır. Televizyon, bu işlevleri programlar aracılığıyla sunan son derece yaygın ve etkin bir kitle iletişim aracıdır. Çalışmada televizyonda yayınlanan gastronomi konulu gezi programlarının algılanan davranış kontrolüyle birlikte bireylerin davranışsal tatma niyeti üzerindeki etkisi araştırılmıştır. Araştırma Eskişehir’de Kolayda Örnekleme Yöntemi ile belirlenen 496 katılımcıyla yapılmış ve verilerin analizinde Yapısal Eşitlik Modellemesi kullanılmıştır. Sonuç olarak algılanan davranış kontrolü değişkeninin, merak uyandırma ve sosyal etki değişkenlerinin davranışsal tatma niyeti değişkeniyle ilişkisinde, düzenleyici etkisi olduğu bulgusuna ulaşılmıştır

Keywords

Kitle İletişim, Televizyon, Gastronomi Turizmi, Gastronomi Konulu

The Effect of Gastronomy-Travel Based TV Programs on Behavioral Intention of Tasting

Abstract

Mass communication was a necessity for public life at the beginning, it had functions such as providing information, training, socialization, motivating and cultural promotion in the time from Industrial Revolution to the Information Age. Mass communication both delivers news and is the part of developing political, social and economic elements in the 21. century. Television is widespread and effective today. Television programs fuctions a lot as well. The study measured the impact of gastronomytravel based television programs on behavioral intentions of tasting. This quantitative study used survey method via 496 respondents in Eskişehir which were determined by the simple random sampling method and Structural Equation Modeling was used. As a result, it was * Doc. Dr., Anadolu Üniversitesi/Turizm Fakültesi/Gastronomi ve Mutfak Sanatları/Turizm İşletmeciliği, [e-mail], ORCID ID: orcid.org/ 0000-0002-8512-2757**Araş.Gör., Anadolu Üniversitesi/Turizm Fakültesi/Gastronomi ve Mutfak Sanatları/Turizm İşletmeciliği, [e-mail], ORCID ID: orcid.org/ 0000-0001-8437-1367found out that gastronomy-travel based television programs’ arouse curiosity and social impact functions and perceived behavioral control has an impact on behavioral intentions of tasting

Keywords

Mass Communication, Television, Gastronomy Tourism, Gastronomy-Travel

References

• Ajzen, I. (1985). From intentions to action: A theory of planned behavior. J. Kuhl ve J. Beckman (Ed.). Action Control: From Cognitions to Behaviors içinde (ss. 11-39) . New York: Springer.
• Ajzen, I. ve Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261.
• Akbay, C. ve Boz, İ. (2005). Kahramanmaraş’ta hanehalklarının gıda tüketim talebi ekonometrik analizi. KSÜ Fen ve Mühendislik Dergisi, 8(1). 114-121.
• Birdir, K. ve Akgöl, Y. (2015). Gastronomi turizmi ve Türkiye’yi ziyaret eden yabancı turistlerin gastronomi deneyimlerinin değerlendirilmesi. İşletme ve İktisat Çalışmaları Dergisi, 3(2), 57-68.
• Bizarre Foods. (2017). 10 Mart 2017 tarihinde http://www.travelchannel.com/ shows/bizarre-foods-delicious-destinations adresinden erişildi.
• Boyne, S., Hall, D., ve Williams, F. (2003). Policy, support and promotion for food-related tourism initiatives: A marketing approach to regional development. Journal of Travel & Tourism Marketing, 14(3-4), 131-154.
• Buhalis, D. ve Deimezi, O. (2004). E-tourism developments in Greece: Information communication technologies adoption for the strategic management of the Greek tourism industry. Tourism and Hospitality Research, 5(2), 103-130.
• Büyüköztürk, S. (2012). Veri analizi el kitabi. Ankara: Pegem Yayınları.
• Chou, S. Y., Rashad, I. ve Grossman, M. (2008). Fast food restaurant advertising on television and its influence on childhood obesity. Journal of Law & Economics, 51(4), 599-618.
• Cullen, P. (1994). Time, tastes and technology: The economic evolution of eating out. British Food Journal, 96(10), 4-9.
• Erten, S. (2002). Planlanmış davranış teorisi ile uygulamalı ders işleme. Hacettepe Üniversitesi Edebiyat Fakültesi, 19(2), 217-233.
• Fields, K. (2002). Demand for the gastronomy tourism product: Motivational factors. A-M. Hjalager ve G. Richards (Eds.), Tourism and Gastronomy içinde (ss. 36-51) New York: Routledge.
• Fornell, C. ve Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Gao, L., Juan, Z. Ni, A. ve Jing, P. (2014). The effect of travel ınformation on travelers’ choice of travel modes and routes: A case study of the travel between the campuses. Mathematical Problems in Engineering, 2014, 1-9.
• Hair, J. F., Anderson, R. E., Tatham, R. L. Black, W. (1998). Multivariate data analysis (Fifth edition). London: Prentice Hall.
• Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E (2010). Multivariate data analysis: A global perspective (Seventh edition). New York: Pearson.
• Hall. M. C. and Sharples, L. (2003). The consumption of experiences or the experiences of consumption? An introduction to the tourism of taste. M.C. Hall, L. Sharples, R. Mitchell, N. Macionis and B. Cambourne (Ed.), Food Tourism Around the World içinde (ss.1-24). Burlington: Elsevier Butterworth-Heinemann.
• Hennessey, S. M., Yun, D., MacDonald, R. ve MacEachern, M. (2010). The effects of advertising awareness and media form on travel intentions. Journal of Hospitality Marketing & Management, 19(3), 217-243.
• Hjalager, A. M. ve Corigliano, M. A. (2000). Food for tourists determinants of an image. The International Journal of Tourism Research, 2(4), 281-293.
• Horng, J. S. ve Tsai, C. T. S. (2010). Government websites for promoting East Asian culinary tourism: A cross-national analysis. Tourism Management, 31(1), 74-85.
• Huang, S. S. Song, R. ve Tao, Y. (2008). Behavior of urban residents travel mode choosing and influencing factors; taking Beijing as an example. Communications Standardization, 9, 124-128.
• Hwang, J. ve Park, S. (2015). Social media on smartphones for restaurant decision making process. L. Tussyadiah ve a. Inversin, (Ed.). Information and Communucation Technologies in Tourism 2015 içinde (ss. 269-283). Switzerland: Springer.
• Kim, E. J. ve Geistfeld, L. V. (2003). Consumers’ restaurant choice behavior and the impact of socio-economic and demographic factors. Journal of Foodservice Business Research, 6(1), 3-24.
• Kim, S. S., Agrusa, J. Lee, H. ve Chon, K. (2007). Effects of Korean television dramas on the flow of Japanese tourists. Tourism Management, 28(5), 1340-1353.
• Kesici, M. (2012). Kırsal turizme olan talepte yöresel yiyecek ve içecek kültürünün rolü. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, 2012(2), 33-37.
• Kivela, J. ve Crotts, J. C. (2005). Gastronomy tourism. Journal of Culinary Science & Technology, 4(2- 3), 39-55.
• Frewer, H. Schifferstein ve E. Risvik (Eds.), Does Taste Determine
• Consumption? Understanding The Psychology of Food Choice : People
• and Society içinde (ss.117-130). Berlin, Heidelberg: Springer-Verlag.
• Tek, Ö. B. (2009). Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları. İstanbul: Beta Yayınları.
• Tooke, N. ve Baker, M. (1996). Seeing is believing: The effect of film on visitor numbers to screened locations. Tourism Management, 17(2), 87-94.
• Trafimov, D. ve Finlay, K. A. (1996). The ımportance of subjective norms for minotory of people: Between subjects and with-in subjects analyses. Personality and Social Psychology in Bulletin, 22, 820-828.
• Turan, A. H. (2011). İnternet alışverişi tüketici davranışını belirleyen etmenler: Planlı Davranış Teorisi (TPB) ile ampirik bir test. Doğuş Üniversitesi Dergisi, 12(1), 128-143.
• Two Greedy Italians. (2017). 11.06. 2017 tarihinde http://www.bbc.co.uk/food/ programmes/b01gk0b2 adresinden erişildi.
• Wang, H. Y. (2011). Exploring the factors of gastronomy blogs influencing readers intention to taste. International Journal of Hospitality Management, 30(3), 503-514.
• Warde, A. ve Martens, L. (2000). Eating out: Social differentiation, consumption and pleasure. Cambridge: Cambridge University Press.
• Webster, J. G. ve Wakshlag, J. (2008). Measuring exposure to television. D.Zilmann and J. Bryant (Ed.). Selective esposure to television içinde (ss. 35-63). New York: Routledge.
• Wilco’yla Yaşasın Yemek. (2017). 10 Mart 2017 tarihinde http://www. turkmaxgurme.com/yemek adresinden erişildi.