The Effect of Gastro-Tourists' Locavorism and Food Personality Features on Local Food Purchase Intention: Gaziantep Province Sample

Abstract

The aim of this research is to understand the effects of locavorism and food personality traits of tourists visiting Gaziantep on local food attitudes and local food purchase intention. Locavorism, food personality traits, local food attitude and local food purchase intention scales were used in the research. The primary data of the research consists of questionnaires applied to 412 tourists visiting Gaziantep using the convenience sampling method. After the research data were coded in the SPSS statistical program, they were analyzed with the structural equation model in the Smart PLS statistical program. Among the scales used in the research model, it was determined that the locavorism sub-factor of socialization was formative and other scales had reflective features. In this context, the partial least squares method was used as the measurement method. When the results of the research were examined, it was concluded that lioanization did not significantly affect the local food attitude, while the opposition and the communization affected the local food attitude positively. In addition, it was determined that the food neophilia personality trait positively affected the local food attitude, and the food neophobia personality trait did not affect the local food attitude negatively. Finally, it was found that local food attitude positively affects local food purchase intention.

Keywords

• Gastronomy
• Locavorism
• Local food attitude
• Purchase intention
• Gaziantep

GASTRO-TURİSTLERİN YERELLİK VE YİYECEK KİŞİLİK ÖZELLİKLERİNİN YEREL YİYECEK SATIN ALMA NİYETİNE ETKİSİ: GAZİANTEP İLİ ÖRNEĞİ

Öz

Bu araştırmanın amacı Gaziantep ilini ziyaret eden turistlerin yerellik tercihlerinin ve yiyecek kişilik özelliklerinin yerel yiyecek tutumuna ve yerel yiyecek satın alma niyetine etkisini anlamaktır. Araştırmada yerellik tercihi, yiyecek kişilik özellikleri, yerel yiyecek tutumu ve yerel yiyecek satın alma niyeti ölçekleri kullanılmıştır. Araştırmanın birincil verilerini Gaziantep ilini ziyaret eden 412 turiste kolayda örneklem metodu kullanılarak uygulanan anketler oluşturmaktadır. Araştırma verileri SPSS istatistik programında kodlandıktan sonra Smart PLS istatistik programında yapısal eşitlik modeliyle analiz edilmiştir. Araştırma modelinde kullanılan ölçeklerden yerellik tercihi alt faktörü toplumsallaştırmanın formatif ve diğer ölçeklerin de reflektif özellik gösterdiği tespit edilmiştir. Bu bağlamda ölçüm yöntemi olarak kısmi en küçük kareler yöntemi kullanılmıştır. Araştırma sonuçları incelendiğinde, dikkat çekme tercihinin yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilemediği, karşı çıkma tercihi ve toplumsallaştırma tercihinin yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilediği sonucuna ulaşılmıştır. Ayrıca yiyecek neofilisi kişilik özelliğinin, yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilediği ve yiyecek neofobisi kişilik özelliğinin, yerel yiyecek tutumunu negatif yönde anlamlı olarak etkilemediği tespit edilmiştir. Son olarak yerel yiyecek tutumunun, yerel yiyecek satın alma niyetini pozitif yönde anlamlı olarak etkilediği sonucu bulunmuştur.

Anahtar Kelimeler

• Gastronomi
• Yerellik
• Yerel yiyecek tutumu
• Satın alma niyeti
• Gaziantep

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