Research Article
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The Effect of Gastronomic Experiential Value Components on Revisit Intention to UNESCO Gastronomy Cities

Year 2022, Volume: 21 Issue: 1, 445 - 458, 26.01.2022
https://doi.org/10.21547/jss.891955

Abstract

Experiential value refers to the process of experience related to a product and the consumer evaluation regarding the experience. The experience regarding of a tourism product and value components that emerge after the experience are determinants for tourists’ revisit behavior. This study aims to examine the effects of value perceptions of tourists who participate in gastronomy tourism or visit the destination for various reasons, that occur after their gastronomic product experiences on their revisit intention. For this purpose, the relationships between variables are discussed and the hypotheses are put forward after an extensive literature review. The population of this research consists of domestic tourists who have visited Gaziantep and Hatay provinces that are included in the network of UNESCO (United Nations Educational, Scientific and Cultural Organization)’s cities of creative/gastronomy. The research sample consists of 809 domestic tourists selected by convenience sampling method. The data are collected using a face-to-face survey technique. The collected data are tested via statistical package programs using exploratory factor analysis, arithmetic mean, standard deviation, independent sample t test, ANOVA and path analysis. As a result of these analyses, it is concluded that among the experiential value components, health value and quality value affect revisit intention; however emotional value, epistemic value and interaction value do not affect revisit intention.

References

  • Benli, S. (2014). Yöresel lezzet deneyiminin destinasyon imajı ve destinasyon sadakati üzerine etkisi: Mersin‘i ziyaret eden yerli turistler üzerinde bir araştırma. Yayımlanmamış Yüksek Lisans Tezi. Mersin Üniversitesi Sosyal Bilimler Enstitüsü, Mersin.
  • Chang, H. S. (2008). Increase hotel customer value by reducing relevant perceived risk in Taiwan, Journal of Hospitality and Leisure Marketing, 16(4), 324-342.
  • Choe Ja Y. ve Kim S., (2018). Effects of tourists’ local food consumption value on attitude, food destination ımage, and behavioral ıntention. International Journal of Hospitality Management 71, 1–10.
  • Oral, S. ve Çelik, A. (2014). Deneyimsel Değer, Tüketici Tatmini Ve Tüketici Sadakati Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 3(16): 469-497.
  • Ha, J. ve Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment, International Journal of Hospitality Management 29(3):520-529.
  • Hall, M. C., Sharples, L., Mitchell, R., Macionis, N. ve Cambourne B. (2003). Food tourism around the world: development, management and markets. Butterworth-Heinemann: Elsevier, New York.
  • Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience, İçinde (Ed.) Rust, R.T ve Oliver R.L. service quality: new directions in theory and practice, Thousand Oaks, CA: Sage Publications, 21-71.
  • Gentile, C., Spiller, N. ve Noci, G. (2007). How to sustain the customer experinece: an overview of experience components that co-create value with the customer. European Management Journal. 25(5): 395-410.
  • Gill, D., Byslma, B. ve Ouschan, R. (2007). Customer perceived value in a cellar door visit: the impact on behavioural intentions. International Journal of Wine Business Research 19(4): 257 – 275.
  • Lau, R. R., Hartman, K. A. ve Ware, J. E. (1986). Health as a value, methodological and theoretical considerations, Health Psychology, 5(1), 25.
  • Long, M. ve Schiffman, L. (2000). Consumption values and relationships: Segmenting the market for frequency programs, Journal of Consumer Marketıng, 17(3), 214-232.
  • Kement, Ü. (2013). Genişletilmiş planlanmış davranış teorisi modeli kapsamında otel müşterilerinin yeşil yıldızlı otelleri tekrar ziyaret etme niyetlerinin incelenmesi. Yayımlanmamış Yüksek Lisans Tezi, Hacettepe Üniversitesi. Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Turizm İşletmeciliği Bilim Dalı, Ankara.
  • Kim, G., Y., Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food, Tourism Management 33(6):1458–1467.
  • Kim, Y.G., Eves, A., Scarles, C. (2009). Buiding a model of local food consumption on trips and holidays: A grounded theory approach, International Journal Hospitalty Managemen,28 (3), 423–431
  • Kivela, J. ve Crotts, J. C. (2006). Tourism and gastronomy: gastronomy’s ınfluence on how tourists experience a destination, Journal of Hospitality and Tourism Research, 30(3): 354-377.
  • Kittler, P. G. ve Sucher, K. P. (2004). Accent on taste, an applied approach to multicultural competency, Diabetes Spectrum, 17(4), 200-204. https://doi.org/10.2337/diaspect.17.4.200.
  • Kline, R. B. (2005). Structural equation modeling, 2nd ed., The Guilford Press, New York.
  • Liu, Y. ve Jang, S. (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management, 28: 338–348
  • Mathwick, C., Malhotra, N. K.,. ve Rigdon E., (2001). Experiential value: conceptualization, measurement and application in the catalog and ınternet shopping environment, Journal of Retailing, 77: 39–56.
  • Mei, Fang, C. (2013). Consumers health and taste attitude in Taiwan, British Food Journal, 115(4), 526-545.
  • Mckercher, B., Okumuş, F. ve Okumuş, B. (2008). Food tourism as a viable market segment: it’s all how you cook the numbers. Journal Of Travel & Tourism Marketing, 25(2): 137- 148.
  • Qian, M. ve Liu Y. (2009). The SWIPE strategy of experiential marketing mix: A case study of GERAGEM, Journal of Chinese Marketing. 2(1): 78-87.
  • Schmitt, B. (1999). Experiential marketing: A new framework for design and communications, Design Management Journal, 10(2): 10-16.
  • Sheth, J, N., Newman, B, I. ve Gross, B, L. (1991). “Why we buy what we buy: A theory of consumption values”. Journal of Business Research. 22: 159-170.
  • Sürme, M. (2020). Festival kalitesinin davranışsal niyete etkisini belirlemeye yönelik bir araştırma. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 19(2), 543-551.
  • Sünnetçioğlu, A. ve Doğdubay, M. (2017). Bireyselleştirilmiş yemek yeme deneyimi boyutlarının belirlenmesi üzerine bir araştırma, Gastroia: Journal of Gastronomy and Travel Research. 1(1): 12-25.
  • Tsai, C., Wang, Y., C., (2017). Experiential value in branding food tourism, Journal of Destination Marketing and Management 6:56–65.
  • Whittaker, G., Ledden, L. ve Kalafatis, S. (2007). A re-examination of the relationshaip between value, satisfaction, and intention in business services, Journal of Services Marketing, 21(5), 345-357.
  • Williams, P. ve Soutar, N. G., (2009). Value, satisfaction and behavioral intentions in an adventure tourism context, Annals of Tourism Research, 36(3): 413–438.
  • Yang, J., Gu, Y. ve Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape, Journal of onvention and Event Tourism, 12, 25-44.
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality, The Journal of Marketing, 31-46.

UNESCO Gastronomi Şehirlerinde Gastronomik Deneyimsel Değer Bileşenlerinin Tekrar Ziyaret Etme Niyeti Üzerine Etkisi

Year 2022, Volume: 21 Issue: 1, 445 - 458, 26.01.2022
https://doi.org/10.21547/jss.891955

Abstract

Deneyimsel değer, bir ürüne ilişkin deneyim süreci ve sonrasında ortaya çıkan, tüketicinin zihninde deneyime ilişkin oluşturmuş olduğu değerlendirmeyi ifade etmektedir. Turizm ürününe ilişkin deneyim ve deneyim sonrası ortaya çıkan değer bileşenleri turistlerin sonraki ziyaretlerinde belirleyici bir unsurdur. Bu çalışma özellikle son yıllarda oldukça popüler hale gelen gastronomi turizmine katılan ya da çeşitli nedenlerle destinasyonu ziyaret eden turistlerin gastronomik ürün deneyimlerinden ortaya çıkan değer algılamalarının destinasyonu tekrar ziyaret etme niyetlerine etkisini incelemek üzere planlanmıştır. Bu kapsamda öncelikle alan yazın incelenerek değişkenler arası ilişki tartışılmış ve araştırmanın hipotezleri ortaya konulmuştur. Araştırmanın ana kütlesi UNESCO (Birleşmiş Milletler Eğitim, Bilim ve Kültür Örgütü) yaratıcı/gastronomi şehirleri ağına dahil olan Gaziantep ve Hatay illerini ziyaret eden yerli turistler oluşturmaktadır. Örneklemi ise olasılığa dayalı olmayan örneklem türlerinden kolayda örnekleme yöntemi ile seçilen 809 yerli turist oluşturmaktadır. Veriler yüz yüze anket formu kullanılarak toplanmıştır. Toplanan veriler istatistik paket programlar yardımı ile afa, aritmetik ortalama, standart sapma, bağımsız örneklem t testi, ANOVA ve yol analizi ile test edilmiş ve yorumlanmıştır. Yapılan analizler sonucunda deneyimsel değer bileşenlerinden; sağlık değeri ve kalite değerinin tekrar ziyaret etme niyetini etkilediği ancak duygusal değer, epistemik değer ve etkileşim değerinin tekrar ziyaret etme niyeti üzerinde etkilerinin olmadığı sonucuna ulaşılmıştır.

References

  • Benli, S. (2014). Yöresel lezzet deneyiminin destinasyon imajı ve destinasyon sadakati üzerine etkisi: Mersin‘i ziyaret eden yerli turistler üzerinde bir araştırma. Yayımlanmamış Yüksek Lisans Tezi. Mersin Üniversitesi Sosyal Bilimler Enstitüsü, Mersin.
  • Chang, H. S. (2008). Increase hotel customer value by reducing relevant perceived risk in Taiwan, Journal of Hospitality and Leisure Marketing, 16(4), 324-342.
  • Choe Ja Y. ve Kim S., (2018). Effects of tourists’ local food consumption value on attitude, food destination ımage, and behavioral ıntention. International Journal of Hospitality Management 71, 1–10.
  • Oral, S. ve Çelik, A. (2014). Deneyimsel Değer, Tüketici Tatmini Ve Tüketici Sadakati Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 3(16): 469-497.
  • Ha, J. ve Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment, International Journal of Hospitality Management 29(3):520-529.
  • Hall, M. C., Sharples, L., Mitchell, R., Macionis, N. ve Cambourne B. (2003). Food tourism around the world: development, management and markets. Butterworth-Heinemann: Elsevier, New York.
  • Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience, İçinde (Ed.) Rust, R.T ve Oliver R.L. service quality: new directions in theory and practice, Thousand Oaks, CA: Sage Publications, 21-71.
  • Gentile, C., Spiller, N. ve Noci, G. (2007). How to sustain the customer experinece: an overview of experience components that co-create value with the customer. European Management Journal. 25(5): 395-410.
  • Gill, D., Byslma, B. ve Ouschan, R. (2007). Customer perceived value in a cellar door visit: the impact on behavioural intentions. International Journal of Wine Business Research 19(4): 257 – 275.
  • Lau, R. R., Hartman, K. A. ve Ware, J. E. (1986). Health as a value, methodological and theoretical considerations, Health Psychology, 5(1), 25.
  • Long, M. ve Schiffman, L. (2000). Consumption values and relationships: Segmenting the market for frequency programs, Journal of Consumer Marketıng, 17(3), 214-232.
  • Kement, Ü. (2013). Genişletilmiş planlanmış davranış teorisi modeli kapsamında otel müşterilerinin yeşil yıldızlı otelleri tekrar ziyaret etme niyetlerinin incelenmesi. Yayımlanmamış Yüksek Lisans Tezi, Hacettepe Üniversitesi. Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Turizm İşletmeciliği Bilim Dalı, Ankara.
  • Kim, G., Y., Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food, Tourism Management 33(6):1458–1467.
  • Kim, Y.G., Eves, A., Scarles, C. (2009). Buiding a model of local food consumption on trips and holidays: A grounded theory approach, International Journal Hospitalty Managemen,28 (3), 423–431
  • Kivela, J. ve Crotts, J. C. (2006). Tourism and gastronomy: gastronomy’s ınfluence on how tourists experience a destination, Journal of Hospitality and Tourism Research, 30(3): 354-377.
  • Kittler, P. G. ve Sucher, K. P. (2004). Accent on taste, an applied approach to multicultural competency, Diabetes Spectrum, 17(4), 200-204. https://doi.org/10.2337/diaspect.17.4.200.
  • Kline, R. B. (2005). Structural equation modeling, 2nd ed., The Guilford Press, New York.
  • Liu, Y. ve Jang, S. (2009). Perceptions of Chinese restaurants in the U.S.: What affects customer satisfaction and behavioral intentions?. International Journal of Hospitality Management, 28: 338–348
  • Mathwick, C., Malhotra, N. K.,. ve Rigdon E., (2001). Experiential value: conceptualization, measurement and application in the catalog and ınternet shopping environment, Journal of Retailing, 77: 39–56.
  • Mei, Fang, C. (2013). Consumers health and taste attitude in Taiwan, British Food Journal, 115(4), 526-545.
  • Mckercher, B., Okumuş, F. ve Okumuş, B. (2008). Food tourism as a viable market segment: it’s all how you cook the numbers. Journal Of Travel & Tourism Marketing, 25(2): 137- 148.
  • Qian, M. ve Liu Y. (2009). The SWIPE strategy of experiential marketing mix: A case study of GERAGEM, Journal of Chinese Marketing. 2(1): 78-87.
  • Schmitt, B. (1999). Experiential marketing: A new framework for design and communications, Design Management Journal, 10(2): 10-16.
  • Sheth, J, N., Newman, B, I. ve Gross, B, L. (1991). “Why we buy what we buy: A theory of consumption values”. Journal of Business Research. 22: 159-170.
  • Sürme, M. (2020). Festival kalitesinin davranışsal niyete etkisini belirlemeye yönelik bir araştırma. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 19(2), 543-551.
  • Sünnetçioğlu, A. ve Doğdubay, M. (2017). Bireyselleştirilmiş yemek yeme deneyimi boyutlarının belirlenmesi üzerine bir araştırma, Gastroia: Journal of Gastronomy and Travel Research. 1(1): 12-25.
  • Tsai, C., Wang, Y., C., (2017). Experiential value in branding food tourism, Journal of Destination Marketing and Management 6:56–65.
  • Whittaker, G., Ledden, L. ve Kalafatis, S. (2007). A re-examination of the relationshaip between value, satisfaction, and intention in business services, Journal of Services Marketing, 21(5), 345-357.
  • Williams, P. ve Soutar, N. G., (2009). Value, satisfaction and behavioral intentions in an adventure tourism context, Annals of Tourism Research, 36(3): 413–438.
  • Yang, J., Gu, Y. ve Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: A test of the moderating effect of festivalscape, Journal of onvention and Event Tourism, 12, 25-44.
  • Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996). The behavioral consequences of service quality, The Journal of Marketing, 31-46.
There are 31 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Tourism, Hospitality and Sports
Authors

Burhan Kılıç 0000-0002-1136-5107

Hacı Ahmet Çakır 0000-0001-7210-5897

Publication Date January 26, 2022
Submission Date March 5, 2021
Acceptance Date December 13, 2021
Published in Issue Year 2022 Volume: 21 Issue: 1

Cite

APA Kılıç, B., & Çakır, H. A. (2022). UNESCO Gastronomi Şehirlerinde Gastronomik Deneyimsel Değer Bileşenlerinin Tekrar Ziyaret Etme Niyeti Üzerine Etkisi. Gaziantep University Journal of Social Sciences, 21(1), 445-458. https://doi.org/10.21547/jss.891955