Factors Affecting Visitors' Satisfaction and Loyalty Levels in Gastronomy Festival Preference: Aegean Region Example

Öz

Gastronomy festivals organized today have become a popular attraction for both local and tourists. Gastronomy festivals, which have become the centre of attention of visitors and which are increasing in number every day, play an important role in promoting local food and drink and increasing the number of people visiting the destination. Aegean Region is the region most gastronomic festival held in Turkey. In this direction, it is aimed to determine the factors affecting the satisfaction and loyalty levels of the visitors in the preference of the gastronomy festival in the Aegean Region. A quantitative study was carried out by visiting the festivals in the Aegean Region and applying a questionnaire to the visitors. Structural Equation Modeling test was carried out in the analysis of the data obtained from 400 visitors. According to the results of the study, it was seen that the festival area factor significantly affected the satisfaction of the visitors. In addition, informational adequacy and food-beverage factors affect the satisfaction of visitors in a small although it was observed that the conformity factor was not important for the visitors.

Anahtar Kelimeler

• Gastronomy Festival
• Satisfaction
• Loyalty
• Aegean Region

Gastronomi Festivali Tercihinde Ziyaretçilerin Memnuniyet ve Bağlılık Düzeylerini Etkileyen Faktörler: Ege Bölgesi Örneği

Öz

Günümüzde düzenlenen gastronomi festivalleri hem yerel bölgelerin hem de turistlerin popüler cazibe unsuru haline gelmiştir. Ziyaretçilerin ilgi odağı haline gelen ve her geçen gün sayısında artış yaşanan gastronomi festivalleri yerel yiyecek ve içeceklerin tanıtılmasında ve destinasyonu ziyaret eden kişi sayısının artmasında önemli rol oynamaktadır. Türkiye’de en fazla gastronomi festivali düzenlenen bölge Ege Bölgesi’dir. Bu doğrultuda gastronomi festivali tercihinde ziyaretçilerin memnuniyet ve bağlılık düzeylerini etkileyen faktörlerin Ege Bölgesi örneğinde belirlenmesi amaçlanmıştır. Ege Bölgesi’ndeki festivaller ziyaret edilerek festivallere katılan ziyaretçilere anket uygulanarak nicel bir çalışma gerçekleştirilmiştir. Beş gastronomi festivaline katılım sağlanmış olup 400 ziyaretçiden elde edilen verilerin analizinde Yapısal Eşitlik Modellemesi testi gerçekleştirilmiştir. Araştırmada elde edilen sonuçlara göre festival alanı faktörünün ziyaretçilerin memnuniyetini önemli ölçüde etkilediği görülmüştür. Ayrıca personel, bilgilendirme yeterliliği ve yiyecek içecek faktörünün az da olsa ziyaretçilerin memnuniyetini etkilediği; uygunluk faktörünün ise ziyaretçiler için önemli olmadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Gastronomi
• Gastronomi Festivali
• memnuniyet
• bağlılık
• ege bölgesi

Kaynakça

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