The effect of eating alone on behavioral intention: A case of Rize

Year 2024, Issue: Special Issue 2 - Sustainability, Innovation and Changing Dynamics in Tourism: From Local to Global, 13 - 21

Gökhan Onat

https://doi.org/10.31822/jomat.2024-SP-2-13

Abstract

In the modernizing and developing world conditions, eating and drinking habits and behaviors of individuals also change. With the effect of this change, consumers' collective eating habits have started to be replaced by individual eating. It is possible to state many reasons for this. The concept of eating alone, which has come to the fore in recent years, is very important for food and beverage businesses. It is because determining the needs of this changing customer profile and knowing the behaviors of this customer profile means determining the steps to be taken for these businesses. Therefore, in this study, the effect of eating alone on behavioral intention was investigated. There is no study examining the relationship between these variables. In addition, bungalow accommodation facilities, which have been under construction in Rize in recent years, are also businesses that will attract the attention of tourists with a eating alone profile. Therefore, it is also important to investigate these variables in Rize. A questionnaire form was created to measure this effect, and a total of 406 usable data were obtained. These data were subjected to various analyses using SPSS 24 and AMOS programs. As a result of these analyses, it was found that eating alone had no significant effect on behavioral intention. This result could not be compared since there is no finding in the literature addressing these variables. Therefore, testing the relationship between eating alone and behavioral intention as a whole through the model created for this research fills the gap in the literature. As a result of this result, suggestions for future studies and tourism policy makers are presented.

Keywords

Eating alone, Solo dining, Behavioral intention, Rize

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