Festival Kalitesinin Davranışsal Niyete Etkisini Belirlemeye Yönelik Bir Araştırma

Abstract

Gerçekleştirilen bu araştırmada, festival kalitesinin davranışsal niyete etkisinin belirlenmesi amaçlanmıştır. Bu kapsamda Gaziantep’te düzenlenen Uluslararası Gaziantep Gastronomi Festivali’ne katılan 355 katılımcıya anket uygulanmıştır. Söz konusu anket formu festival çıkışında katılımcılara dağıtılmış ve anketi doldurmaları istenmiştir. Araştırma sonucunda personel kalitesi, yiyecek-içecek kalitesi, bilgilendirme, davranışsal niyet ve subjektif norm olmak üzere 5 faktör ortaya konmuştur. Davranışsal niyet değişkeninin en yüksek ortalamaya sahip olduğu, bilgilendirme değişkeninin ise en düşük ortalamaya sahip olduğu görülmüştür. Bağımsız değişkenler ele alındığında “personel kalitesi, subjektif norm, yiyecek-içecek kalitesi ve bilgilendirme” değişkenlerinin davranışsal niyeti etkilediği görülmüştür. Bununla beraber katılımcıların bir gastronomi festivalinde en çok yiyecek-içecek kalitesine önem vermesi ise araştırmada dikkat çeken önemli bir sonuç olmuştur. 

Keywords

• Festival kalitesi,davranışsal niyet,GastroAntep

A Research To Determıne The Effect Of Festıval Qualıty On Behavıoral Intentıon

Abstract

In this study, it was aimed to determine the effect of festival quality on behavioral intent. In this context, a questionnaire was applied to the participants of the International Gaziantep Gastronomy Festival in Gaziantep. In this context, a questionnaire was applied to 350 participants who participated in the International Gaziantep Gastronomy Festival held in Gaziantep. As a result of the research, 5 factors such as personnel quality, food and beverage quality, information, behavioral intention and subjective norm were determined. It was seen that the behavioral intention variable had the highest mean and the information variable had the lowest mean. When the independent variables are considered, it was seen that the variables of “personnel quality, subjective norm, food-beverage quality and information” affect the behavioral intention. On the other hand, the importance of food and beverage quality at a gastronomic festival was an important result of the research.

Keywords

• Festival quality,behavioral intent,GastroAntep

References

1. Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tourism Management, 52, 468-477..
2. Albayrak, A. (2013). Alternatif Turizm. Detay Yayıncılık, Ankara.
3. Baker, R. K., & White, K. M. (2010). Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective. Computers in Human Behavior, 26(6), 1591-1597.
4. Blichfeldt, B. S., & Halkier, H. (2014). Mussels, tourism and community development: a case study of place branding through food festivals in rural North Jutland, Denmark. European Planning Studies, 22(8), 1587-1603.
5. Boyacıoğlu, E. Z. ve Elmas Ç. (2019). “Turizm ve Festival” Olgusunun Bibliyometrik Analizi. 20. Ulusal Turizm Kongresi, Eskişehir.
6. Choo, H., Ahn, K., & F. Petrick, J. (2016). An integrated model of festival revisit intentions: Theory of planned behavior and festival quality/satisfaction. International Journal of Contemporary Hospitality Management, 28(4), 818-838.
7. Crompton, J. L., & Love, L. L. (1995). The predictive validity of alternative approaches to evaluating quality of a festival. Journal of travel research, 34(1), 11-24.
8. Gannon, M., Taheri, B., & Olya, H. (2019). Festival quality, self-connection, and bragging. Annals of Tourism Research, 76, 239-252.

9. Getz, D. (2008). Event tourism: Definition, evolution, and research. Tourism management, 29(3), 403-428.
10. Giritlioğlu, İ., Olcay, A., & Özekici, Y. K. (2015). Bir turizm çeşitliliği olarak festival etkinliklerinin sınıflandırılması: türkiye üzerine bir değerlendirme. ODÜ Sosyal Bilimler Araştırmaları Dergisi (ODÜSOBİAD), 5(13), 306-323.
11. Grappi, S., & Montanari, F. (2011). The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism management, 32(5), 1128-1140.
12. Jaeger, K., & Mykletun, R. J. (2009). The festivalscape of Finnmark. Scandinavian Journal of Hospitality and Tourism, 9(2-3), 327-348.
13. Jepson, A., Stadler, R., & Spencer, N. (2019). Making positive family memories together and improving quality-of-life through thick sociality and bonding at local community festivals and events. Tourism Management, 75, 34-50.
14. Kim, S. S., Han, H., & Chon, K. (2008). Estimation of the determinants of expenditures by festival visitors. Tourism Analysis, 13(4), 387-400.
15. Kim, S. S., Choi, S., Agrusa, J., Wang, K. C., & Kim, Y. (2010). The role of family decision makers in festival tourism. International Journal of Hospitality Management, 29(2), 308-318.
16. Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320-329.
17. Lee, J. (2014). Visitors’ emotional responses to the festival environment. Journal of Travel & Tourism Marketing, 31(1), 114-131.
18. Lee, W., Sung, H., Suh, E., & Zhao, J. (2017). The effects of festival attendees’ experiential values and satisfaction on re-visit intention to the destination: The case of a food and wine festival. International Journal of Contemporary Hospitality Management, 29(3), 1005-1027.
19. Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
20. López-Guzmán, T., Uribe Lotero, C. P., Perez Galvez, J. C., & Rios Rivera, I. (2017). Gastronomic festivals: Attitude, motivation and satisfaction of the tourist. British Food Journal, 119(2), 267-283.
21. Mercan, N. (2015). Ajzen’in planlanmiş davraniş teorisi bağlaminda whistleblowing (bilgi ifşasi). Sosyal ve Beşeri Bilimler Dergisi, 7(2), 1-14.
22. Payini, V., Ramaprasad, B. S., Mallya, J., Sanil, M., & Patwardhan, V. (2019). The relationship between food neophobia, domain-specific innovativeness, and food festival revisit intentions. British Food Journal.
23. Vesci, M., & Botti, A. (2019). Festival quality, theory of planned behavior and revisiting intention: Evidence from local and small Italian culinary festivals. Journal of Hospitality and Tourism Management, 38, 5-15.
24. Yang, J., Gu, Y., & Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape. In Journal of Convention & Event Tourism (Vol. 12, No. 1, pp. 25-44).
25. Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342. http://gastroantepfest.com/tr 15.10.2019 tarihinde erişilmiştir.
26. Wood, C. (2019). Festival visiting, voluntary risk and positive health. Annals of Tourism Research, 76, 323-325.