Algılanan Gastronomik İmajın Davranışsal Niyete Etkisinde Mutfak Deneyim Memnuniyetinin Rolü: Mersin ve Adana’da Yaşayan Yerli Halkın Bakış Açısı

Yıl 2024, Cilt: 21 Sayı: 1, 68 - 88, 29.03.2024

Ozan Güler , Neslihan Şimşek , Ümit Sormaz

https://doi.org/10.24010/soid.1320226

Öz

Bu araştırmanın amacı, deneyimlenen destinasyon yemek imajı, mutfak deneyim memnuniyeti ve davranışsal niyet arasındaki ilişkileri araştırarak, mutfak deneyim memnuniyetinin aracılık rolünü ortaya koymaktır. Kolayda örnekleme yöntemiyle Mersin ve Adana’da yaşayan 291 katılımcıdan anket yoluyla elde edilen veriler, Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Ortaya çıkan bulgular yerli halkın mutfak deneyim memnuniyetini anlamlı olarak etkileyen temel değişkenlerin yemeğin lezzeti ve kültürel deneyim faktörlerinin olduğunu göstermektedir. Katılımcıların mutfak deneyim memnuniyetini etkileyen yemek imajı boyutlarının doğrudan davranışsal niyet oluşturamadığı, bu noktada mutfak deneyim memnuniyetinin bu ilişkide tam aracı rolde olduğu görülmektedir.

Anahtar Kelimeler

Yemek imajı, Mutfak Deneyim Memnuniyeti, Gastronomik Deneyim Memnuniyeti, Davranışsal Niyet

The Role of Culinary Experience Satisfaction in the Effect of Perceived Gastronomic Image on Behavioral Intention: The Resident Perspective Living in Mersin and Adana

Öz

The aim of this research is to reveal the mediating role of culinary experience satisfaction by investigating the relationships between the experienced destination food image, culinary experience satisfaction and loyalty variables. The data obtained by questionnaire from 291 participants living in Mersin and Adana using convenience sampling were analyzed with Structural Equation Modeling (SEM). The findings show that the main variables that significantly affect the culinary experience satisfaction of the locals are the taste of the food and the cultural experience factors. It is seen that the food image dimensions that affect the participants' culinary experience satisfaction do not directly create behavioral intentions, and at this point, culinary experience satisfaction has a full mediator role in this relationship.

Anahtar Kelimeler

Food image, culinary experience satisfaction, gastronomic experience satisfaction, behavioral ıntention.

Kaynakça

• Ab Karim, M. S., Chua, B. L. ve Salleh, H. (2009), "Malaysia as a Culinary Tourism Destination: International Tourists' Perspective", Journal of Tourism, Hospitality& Culinary Arts, 1(3), ss. 1-16.
• Ab Karim, S., ve Chi, C. G. Q. (2010), "Culinary Tourism as a Destination Attraction: An Empirical Examination of Destinations' Food Image", Journal of Hospitality Marketing & Management, 19(6), ss. 531-555.
• Ademoğlu, A. ve Şahan, M. (2023), "The Effects of Gastronomic Experience and Food Image towards the Gastronomic Products of Local Tourism on the Intention to Eat Local Foods: The Case of Hatay", Journal of Multidisciplinary Academic Tourism, 8(2), ss. 129-140.
• Alpar, R. (2018). Spor, Sağlık ve Eğitim Bilimlerinden Örneklerle Uygulamalı İstatistik ve Geçerlilik-Güvenirlilik. Ankara: Detay Yayıncılık.
• Babolian-Hendijani, R. (2016), "Effect of Food Experience on Tourist Satisfaction: The Case of Indonesia", International Journal of Culture, Tourism and Hospitality Research , 10(3), ss. 272-282.
• Bagozzi, R. P. ve Yi, Y. (1988), "On the Evaluation of Structural Equation models", Journal of the Academy of Marketing Science, 16(1), ss. 74-94.
• Bagozzi, R. P. (1991). Principles of Marketing Management. Singapore: Macmillian Publishing Company.
• Baloğlu, S. ve McCleary, K. W. (1999), "A Model of Destination Image Formation", Annals of Tourism Research, 26(4), ss. 868-897.
• Baron, R. M. ve Kenny, D. A. (1986), "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations", Journal of Personality and Social Psychology , 51(1), ss. 1173-1182.
• Bennett, P. D. (1995), Dictionary of Marketing Terms. Chicago.: American Marketing Association, NTC Business Books.
• Berg, P. O. ve Sevón, G. (2014), "Food-Branding Places–A Sensory Perspective", Place Branding and Public Diplomacy, 10(4), ss. 289-304.
• Chang, R. C., Kivela, J.ve Mak, A. H. (2011), "Attributes that Influence the Evaluation of Travel Dining Experience: When East Meets West", Tourism Management, 32(2), ss. 307-316.
• Chang, R. C. ve Mak, A. H. (2018), "Understanding Gastronomic Image from Tourists’ Perspective: A Repertory Grid Approach", Tourism Management, 68, ss. 89-100.
• Chen, C. F. ve Chen, F. S. (2010), "Experience Quality, Perceived Value, Satisfaction and Behavioral Intentions for Heritage Tourists", Tourism Management, 31(1), ss. 29-35.
• Chi, C. G., Chua, B. L., Othman, M., ve Ab Karim, S. (2013), "Investigating the Structural Relationships Between Food Image, Food Satisfaction, Culinary Quality, and Behavioral Intentions: The Case of Malaysia", International Journal of Hospitality & Tourism Administration, 14(2), ss. 99-120.
• Chi, H. K., Huang, K. C. ve Nguyen, B. D. (2019), "A Perception into Food Image and Revisit Intention for Local Cuisine from Foreign Tourist Perspective – The Case of Ho Chi Minh City – Vietnam", European Journal of Business and Management Research, 4(2), ss. 1-8.
• Coughlan, L. M. ve Saayman, M. (2018), "The Relationship between the Culinary Preference and Culinary Satisfaction", Tourism and Hospitality Management, 24(2), ss. 235-258.
• Çokluk, Ö., Şekercioğlu, G., ve Büyüköztürk, Ş. (2012). Sosyal Bilimler için Çok Değişkenli İstatistik: SPSS ve LISREL Uygulamaları. Ankara: Pegem Yayıncılık.
• de Albuquerque Meneguel, C. R., Mundet, L., ve Aulet, S. (2018), "The role of a High-Quality Restaurant in Stimulating the Creation and Development of Gastronomy Tourism", International Journal of Hospitality Management, 83, ss. 220-228.
• Denisa, D. ve Verinita, V. (2021), "The Influence of Destination Image, Food Image, and Perception on Revisit Intention on Culinary Tourism at Permindo Night Market in Padang City", Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan, 1(1), ss. 28-32.
• Dichter, E. (1985), "What's in an Image", Journal of Consumer Marketing, 2(1), ss. 75-81. Donovan, R. J.ve Rossiter, J. R. (1982), "Store Atmosphere: An Environmental Pyschology Approach, 58(1), ss. 34-57.
• Duttagupta, S. (2013), "Foreign Travellers' Recommendation of Culinary Tourism in India based on Cuisine Image and Satisfaction with Experiences at Culinary Establishments: An Exploratory Study", Yayımlanmamış Doktora Tezi, Waterloo Üniversitesi, Ontario.
• Folgado-Fernández, J. A., Hernández-Mogollón, J. M. ve Duarte, P. (2017), "Destination Image and Loyalty Development: the Impact of Tourists’ Food Experiences at Gastronomic Events", Scandinavian Journal of Hospitality and Tourism, 17(1), ss. 92-110.
• Fornell, C. ve Larcker, D. F. (1981), "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), ss. 39-50.
• Gani, A. A., Mahdzar, M., Mohamad, R., Abdullah, N., Shahril, R., ve Awang, K. W. (2017), "Linking Image and Satisfaction of Food Tourism in Penang, Malaysia", 6th Internatıonal Conference On Social Sciences Research-ICSSR, Kuala Lumpur, Malaysia.
• Gaziantep İl Kültür ve Turizm Müdürlüğü (2023). https://gaziantep.ktb.gov.tr/ (17.06.2023).
• Gürsoy, D., Jurowski, C., Uysal, M. (2002). "Resident Attitudes: A Structural Modeling Approach." Annals of Tourism Research, 29(1), ss. 79-105.
• Gürsoy, D. ve Gavcar, E. (2003), "International Leisure Tourists’ Involvement Profile", Annals of Tourism Research, 30(4), ss. 906-926.
• Gürsoy, D., Chi, C. G., ve Dyer, P. (2010), "Locals’ Attitudes toward Mass and Alternative Tourism: The case of Sunshine Coast, Australia", Journal of Travel Research, 49(3), ss. 381-394.
• Güven, E. Ö. (2012), "Davranışsal Niyeti Etkileyen Hizmet Kalitesi Boyutları Açısından Tolerans Bölgelerinin Karşılaştırılması: Otel İşletmelerinde Bir Araştırma", Yayımlanmamış Doktora Tezi, Sakarya Üniversitesi, Sosyal Bilimler Enstitüsü, Sakarya.
• Hair, J. F. Jr., Black, W. C., Babin, B. J., ve Anderson, R. E. (2010). Multivariate Data Analysis. (7th ed.). Upper Saddle River, NJ: Prentice Hall.
• Hair, j. F., Hult, G. T., Ringle, C. M. ve Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Kaliforniya, Amerika: SAGE Publications.
• Karasar, N. (2014). Bilimsel Araştırma Yöntemi. Ankara: Nobel Yayın Dağıtım.
• Kivela, J. ve Crotts, J. C. (2006), "Tourism and Gastronomy: Gastronomy's Influence on how Tourists Experience a Destination", Journal of Hospitality & Tourism Research, 30(3), ss. 354-377.
• Kovalenko, A., Dias, A., Pereira, L., ve Simões, A. (2023), "Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image", Foods, s. 12 (315), ss. 1-24.
• Lai, M. Y., Khoo-Lattimore, C. ve Wang, Y. (2018), "A Perception Gap Investigation into Food and Cuisine Image Attributes for Destination Branding from the Host Perspective: The Case of Australia", Tourism Management, 69, ss. 579-595.
• Lai, M. Y., Wang, Y., ve Khoo-Lattimore, C. (2019), "Do Food Image and Food Neophobia Affect Tourist Intention to Visit a Destination? The Case of Australia", Journal of Travel Research, 59(5), ss. 1-12.
• Lertputtarak, S. (2012), "The Relationship between Destination Image, Food Image, and Revisiting Pattaya, Thailand", International Journal of Business and Management, 7(5), ss. 111-121.
• Ling, L., Karim, M. ve Othman, M. (2010), "Relationships between Malaysian food İmage, Tourist Satisfaction and Behavioural Intention", World Applied Sciences Journal, 10, ss. 164–171.
• Mak, A. H., Lumbers, M. ve Eves, A. (2012), "Globalisation and Food Consumption in Tourism", Annals of Tourism Research, 39(1), ss. 171-196.
• Mgonja, J. T., Backman, K. F., Backman, S. J., Moore, D. D. ve Hallo, J. C. (2016), "Factors Moderating and Mediating Visitors' Perceptions About Local Foods in Tanzania", Journal of Gastronomy and Tourism, 2(2), ss. 87-106.
• Mora, D., Solano-Sânchez, M. Â., Lopez-Guzman, T. ve Mora-Cuadra, S. (2021), "Gastronomic Experiences as a Key Element in the Development of a Tourist Destination", International Journal of Gastronomy and Food Science, 25, ss. 1-8.
• Mykletun, R. J. ve Gyimóthy, S. (2010), "Beyond the Renaissance of the Traditional Voss Sheep's-head Meal: Tradition, Culinary Art, Scariness and Entrepreneurship", Tourism Management, 31(3), ss. 434-446.
• Nugraha, P. A., Mao, T. Y., Lin, C. W. ve Lin, Y. S. (2021), "The Impact of Food Image, Customer Aatisfaction, and Food Quality on Revisit Intention under Multiple Rgression Model", IEEE International Conference on Social Sciences and Intelligent Management (SSIM), ss. 1-4.
• Oh, H. (1999), "Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective, International Journal of Hospitality Management, 18(1), ss. 67-82.
• Oliver, R. L. (1981), "Measurement and Evaluation of Satisfaction Processes in Retail Settings", Journal of Retailing, 27(3), ss. 25-48.
• Peštek, A., ve Činjarević, M. (2014), "Tourist Perceived Image of Local Cuisine: The Case of Bosnian Food Culture", British Food Journal, 116(11), ss. 1821-1838.
• Promsivapallop, P. ve Kannaovakun, P. (2019), "Destination Food İmage Dimensions and Their Effects on Food Preference and Consumption", Journal of Destination Marketing & Management, 11, ss. 89-100.
• Richins, M. L. (1983), "Negative Word of-Mouth by Dissatidfied Consuers: A Pilot Study. Journal of Marketing", 47(Winter), ss. 68-78.
• Seo, S., Yun, N. ve Kim, O. Y. (2017), "Destination Food Image and Intention to Eat Destination Foods: A View from Korea", Current Issues in Tourism, 20(2), ss. 135-156.
• Slama, M. E. ve Tashchian, A. (1987), "Validating the SOR Paradigm for Consumer Involvement with a Convenience Good", Journal of the Academy of Marketing Science, 15, ss. 36-45.
• Sohn, E., Yuan, J. ve Jai, T. M. (2014), "From a Tea Event to a Host Destination: Linking Motivation, Image, Satisfaction and Loyalty", International Journal of Tourism Sciences, 14(3), ss. 1-23.
• Solunoğlu, A. (2020), "Restoran İşletmelerinde Algılanan Yemek Kalitesi, Memnuniyet, Marka İmajı ve Tavsiye Etme Davranışı İlişkisi", Journal of Yasar University, 15(60), ss. 833-849.
• Som, A. P. M. S. ve Ibrahim, Y. ve Sayaka, A. (2016), "Destination Marketing and Rebranding Tourism Images of Ipoh City, Malaysia", International Journal of Management and Applied Science, 2(2), ss. 24-28.
• Şencan, H. (2005). Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik. Ankara: Seçkin Yayıncılık.
• Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş, Temel İlkeler ve Lisrel Uygulamaları. Ankara: Ekinoks
• Toudert, D., ve Bringas-Rabago, N. L. (2019), "Destination Food Image, Satisfaction and Outcomes in a Border Context: Tourists vs Excursionists", British Food Journal, 121(5), ss. 1101-1115.
• Widjaja, D. C., Jokom, R., Kristanti, M. ve Wijaya, S. (2020), "Tourist Behavioural Intentions towards Gastronomy Destination: Evidence from International Tourists in Indonesia". Anatolia An International Journal of Tourism and Hospitality Research, 31(3), ss. 376-392.
• Yasami, M., Promsivapallop, P. ve Kannaovakun, P. (2021), "Food Image and Loyalty Intentions: Chinese Tourists’ Destination Food Satisfaction", Journal of China Tourism Research, 17(4), ss. 592-612.
• Yaşlıoğlu, M. M. (2017), "Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması", İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, ss. 74-85.
• Yazıcıoğlu, İ., Keskin, E. ve Sezen, N. (2022), "Relationships between Cuisine Quality, Food Image, Feelings, Recommendation and Revisit Intention: Gaziantep Case", Journal of Culinary Science & Technology, ss. 1-19.
• Yılmaz, V., ve Çelik, E. H. (2009). Lisrel ile Yapısal Eşitlik Modellemesi 1, Temel Kavramlar, Uygulamalar, Programlama. Ankara: Pegem Akademi.
• Yoon, S. J. ve Kim, J. H. (2000), "An Empirical Validation of a Loyalty Model based on Expectation Disconfirmation", Journal of Consumer Marketing, 17(2), ss. 120–136.
• Zeithaml, V. A., Berry, L. L. ve Parasuraman, A. (1996), "The Behavioral Consequences of Service Quality", Journal of Marketing, 60, ss. 31-46.
• Zhao, X., Lynch, J. G. ve Chen, Q. (2010), "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis", Journal of Consumer Research, 37, ss. 197–206.