TURİSTLERİN YENİ GASTRONOMİ ÜRÜNLERİNE YÖNELİK TUTUMLARI

Year 2020, Volume: 19 Issue: 74, 564 - 586, 01.04.2020

Salih Zeki Şahin Cevat Tosun

https://doi.org/10.17755/esosder.534625

Cited By: 2

Abstract

Bu çalışmanın amacı; turistlerin profilleri (demografik
faktörleri ve seyahat karakteristikleri) ile yeni gastronomi ürünlerine yönelik
tutumları (ilgi/istek, çekince/korku) arasındaki ilişkiyi ortaya koymaktır. Bu
doğrultuda, zengin ve özgün yerel gastronomi ürünleri ile bilinen, aynı zamanda
UNESCO Dünya Gastronomi Şehirleri ağının bir üyesi olan Hatay ili, araştırmanın
uygulama alanı olarak seçilmiştir. Destinasyonu ziyarete gelen turistlere anket
uygulaması yapılmış ve bulgular, katılımcı gözlemlerle desteklenmiştir. Anket
verilerinin analizi ile turistlerin; demografik özellikleri, seyahat
karakteristikleri ile gastronomiye yönelimlerine ilişkin verilerin; frekans,
yüzde, aritmetik ortalama ve standart sapma değerleri hesaplanarak
tablolaştırılmıştır. Araştırmada kullanılan ölçeklere ilişkin güvenilirlik ve
geçerlilik analizleri yapılarak, geçerlilik ve güvenirliliklerinin yüksek
olduğu görülmüştür. Turistlerin, yeni gastronomi ürünlerine yönelik tutum
ölçeğine ilişkin vermiş oldukları yanıtların, yapılan faktör analizleri
sonucunda tutumlarını ortaya koyan iki boyut (ilgi/istek ve çekince/korku)
belirlenmiştir. Turistlerin, demografik özellikleri ve seyahat
karakteristikleri ile yeni gastronomi ürünlerine yönelik tutumları arasında
istatistiksel anlamlı farklılıkların tespiti için tek yönlü ANOVA, Tukey HSD ve
ikili bağımsız T testi uygulanmıştır. Araştırmanın sonucunda, turistlerin
demografik özelliklerinden; yaşları, cinsiyetleri ve medeni durumları ile yeni
gastronomi ürünlerine yönelimleri arasında her iki boyutta da (ilgi/istek,
çekince/korku) anlamlı farklılıklar bulunurken; eğitim durumları ile herhangi
bir boyutta farklılık bulunmamıştır. Seyahat karakteristiklerinde ise; ziyaret
amaçları ve ziyaret sıklıkları ile yeni gastronomi ürünlerine yönelimleri
arasında her iki boyutta da (ilgi/istek, çekince/korku) anlamlı farklılıklar
bulunduğu; tatil birliktelikleri ve gastronomi harcamalarının, yeni gastronomi
ürünlerine yönelimlerinin sadece ilgi/istek boyutu ile arasında anlamlı
farklılıklar bulunduğu görülmüştür.

Keywords

Gastronomi, Tutum, Yiyeceklere İlgi – Çekince, Turist Profili, Hatay

ATTITUDES OF TOURISTS TOWARDS NEW GASTRONOMY PRODUCTS

Abstract

This study aims
at examining the relationship between the profiles of tourists (demographic
factors and travel characteristics) and their attitudes (interest/desire, hesitation/fear)
to new gastronomy products. Hatay, as a member
of the UNESCO World Gastronomic Cities Network, was selected as the filed study
area where gastronomy has been considered as a powerful complement to existing
tourism products and an independent tourism product on its own. Moreover, it is
argued that it will increase its competitiveness and to take into account the
necessity to be included in tourism product diversification plans and
applications in destinations as a shooting element. A survey was applied to the
tourists visiting the destination and the findings were supported with
participant observations. The demographic features, travelling
characteristics and orientation of the visitors have been analyzed various
tools such as  frequency distribution,
centrel tendencies and standart deviation values. The reliability and validty
of the scales employed for this research were founded highly reliable and valid
by conducting relevant analysis. Two behavioral dimensions  of the new gastronomic products (interest/desire
and fear/hesitation) were identified through performing factor analysis of the
tourist’s behavioral approach. One way ANOVA, Tukey HSD and dual independent
tests were utilized to specify the meaningful statistical differences between
tourist’s demographic features, travelling characteristics and their approach
for new gastronomical products. While the overall result of this study suggests
that there are  meanigful differences
between the tourist’s demographic features such as age, gender and martial
status and their approach for new gastronomical products in both dimensions (interest/desire
and fear/hesitation); it is revealed that there is no difference in terms of educational
status. In the context of the travel characteristic; there were significant
diffrences in both dimensions (interest/desire and fear/hesitation) between the
aims of the visits and their orientation to new gastronomy products. Moreover,
it was seen that there were significant
differences between holiday partnerships and gastronomy expenditures towards new
gastronomy products in only interest/desire behavioral dimension.

Keywords

Gastronomy, Attitude, Food Neophilia, Food Neophobia, Tourist Profile, Hatay

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