Destinasyon İmajının ve Gastronomik Deneyimin Destinasyon Sadakatine Etkisi: Ayvalık Örneği

Yıl 2023, Cilt: 9 Sayı: 3, 840 - 859, 30.11.2023

Bihter Zeybek Hüsem , Üzeyir Kement , Ayşe Şengöz

https://doi.org/10.31592/aeusbed.1314504

Öz

Destinasyonlarda turistlerin gastronomi deneyimi yaşama arzuları ziyaret etme niyetlerini arttırmakta ve gastronomi alanında yeni ürünleri, bölgenin yöresel mutfaklarını ve yemek kültürünü tanımalarına yardımcı olmaktadır. Ayrıca yiyeceklerin destinasyonlarda yaratmış olduğu imaj, turistlerin davranışlarının şekillenmesinde oldukça etkilidir. Bu doğrultuda Ayvalık’ı ziyaret eden turistlerin destinasyon imajı ve benzeri olmayan turizm deneyimlerinin, destinasyon sadakatine olan etkisinin incelenmesi bu çalışmanın amacıdır. Araştırma modelinin analizi aşamasında WarpPLS istatistik programından faydalanılmıştır. Hipotezlerin testi için yapısal eşitlik modeli (SEM) kullanılmıştır. Çalışmaya Ayvalık destinasyonunu daha önce ziyaret etmiş 18 yaşından büyük 384 kişi katılmıştır. Veriler anket tekniği kullanılarak çevrimiçi platformda Aralık 2022-Ocak 2023 tarihleri arasında toplanmıştır. Hipotez sonuçlarına göre destinasyon imajının gastronomik deneyim üzerinde pozitif yönde anlamlı bir etkisi olduğu saptanmıştır. Gastronomik deneyimin destinasyon sadakatini pozitif yönde etkilediği sonucuna ulaşılmıştır. Araştırma kapsamında Ayvalık’ı ziyaret edecek turistlere ve destinasyon yöneticilerine gastronomik deneyim konusunda önerilerde bulunulmuştur.

Anahtar Kelimeler

Destinasyon imajı, Gastronomik deneyim, Destinasyon sadakati, Ayvalık

Kaynakça

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