Kırsal Festival Deneyimiyle İlgili Algılarda Aşinalığın Rolü: Ziyaret Sıklığına Dayalı Bir Analiz

Öz

Gastronomi festivalleri, günümüzde kırsal kalkınma ve destinasyon markalaşmasında stratejik bir rol üstlenmektedir. Bu etkinliklerin sürdürülebilirliği, yalnızca yeni ziyaretçilerin çekilmesine değil, aynı zamanda mevcut ziyaretçilerin sadakatinin korunmasına da bağlıdır. Bu çalışmanın temel amacı, Kocaeli Eşme Ayva Festivali örneğinde ziyaretçilerin duygusal deneyim, algılanan değer, sosyal katkı ve sadakat düzeylerinin ziyaret sıklığına göre farklılaşıp farklılaşmadığını incelemektir. Araştırmada ilişkisel tarama modeli kullanılmış ve 989 katılımcıdan yüz yüze anket tekniği ile veri toplanmıştır. Verilerin analizinde açımlayıcı faktör analizi, bağımsız örneklem t-testi ve etki büyüklüğü için Cohen’s d katsayıları kullanılmıştır. Bulgular, festivali tekrar ziyaret eden grubun, ilk kez gelenlere kıyasla anlamlı düzeyde daha yüksek duygusal deneyim, algılanan değer ve sosyal katkı algısına sahip olduğunu göstermektedir. Bu sonuç, literatürdeki yenilik arayışının heyecanı artırdığı görüşünün aksine, aşinalığın duygusal bağı derinleştirdiğini ampirik olarak ortaya koymaktadır. Kültürel ve ekonomik katkı algısında ise gruplar arasında anlamlı fark bulunmamıştır. Çalışma, destinasyon yöneticilerine sadık kitleyi korumak adına sadakat programları ve sosyal etkileşim alanlarının artırılması gibi stratejik öneriler sunmaktadır.

Anahtar Kelimeler

• Gastronomi turizmi
• festival deneyimi
• ziyaretçi sadakati
• aşinalık
• Eşme ayva festivali

Etik Beyan

Makalede, ulusal ve uluslararası araştırma ve yayın etiğine uyulduğu yazar tarafından beyan edilmiştir. Aksi bir durumun tespiti halinde, GSI Journals Serie A: Advancements in Tourism Recreation and Sports Sciences Dergisi'nin hiçbir sorumluluğu olmayıp tüm sorumluluk makale yazarına aittir.

The Role of Familiarity in Perceptions Related to Rural Festival Experience: An Analysis Based on Visit Frequency

Öz

Gastronomy festivals play a strategic role in rural development and destination branding today. The sustainability of these events depends not only on attracting new visitors but also on maintaining the loyalty of existing ones. The primary purpose of this study is to examine whether emotional experience, perceived value, social impact, and loyalty differ according to visit frequency in the case of the Kocaeli Eşme Quince Festival. A relational survey model was adopted, and data were collected from 989 participants via face-to-face surveys. Exploratory factor analysis, independent samples t-test, and Cohen’s d effect sizes were used for analysis. The findings indicate that repeat visitors have significantly higher levels of emotional experience, perceived value, and social impact compared to first-time visitors. Contrary to the view in the literature that novelty seeking increases excitement, this result empirically reveals that familiarity deepens the emotional bond in festival tourism. However, no significant differences were found between the groups regarding cultural and economic contributions. The study offers strategic suggestions to destination managers for retaining loyal visitor bases, such as implementing loyalty programs.

Anahtar Kelimeler

• Gastronomy tourism
• festival experience
• visitor loyalty
• familiarity
• Eşme quince festival

Etik Beyan

The article complies with national and international research and publication ethics. Otherwise, GSI Journals Serie A: Advancements in Tourism Recreation and Sports Sciences Journal has no responsibility and all responsibility belongs to the article author.

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