Gastronomi Deneyimi, Gastronomik Duygular ve Davranışsal Niyet İlişkisi: Alaçatı Ot Festivali’ne Katılanlar Üzerinde Bir Araştırma

Öz

Çalışma gastronomi deneyimi, gastronomik duygular ve davranışsal niyetler arasındaki ilişkileri ortaya koymayı amaçlamaktadır. İlişkisel tarama modelinde ve tanımlayıcı türde tasarlanan araştırmada veriler, alan yazından yararlanarak geliştirilen bir anket aracılığıyla toplanmıştır. Anket, 4-7 Nisan 2019 tarihlerinde İzmir’in Çeşme ilçesinin Alaçatı Mahallesinde düzenlenen 10. Alaçatı Ot Festivali’ne katılanlardan amaçlı örnekleme yöntemiyle yüz yüze toplanmıştır. Elde edilen 428 anket, çoklu sapan analizi sonrası 402’ye inmiştir. Analizlerde tanımlayıcı istatistiklerden, açıklayıcı ve doğrulayıcı faktör analizi ve çoklu regresyon analizinden yararlanılmıştır. Gastronomi deneyiminde; “yerel yiyecek ve mekan deneyimi”, “öğrenme deneyimi”, “tadım deneyimi” ve “gurme deneyimi” şeklinde dört boyut belirlenmiştir. Gastronomik duygular ise “olumlu gastronomik duygular” ve “olumsuz gastronomik duygular” şeklinde boyutlanmıştır. Davranışsal niyet, tek boyuttan oluşmuştur. Gastronomi deneyimi boyutlarından yerel yiyecek ve mekân deneyimi(β=0,167) ve tadım deneyiminin (β=0,222) olumlu gastronomik duyguları etkilediği belirlenmiştir. Öğrenme deneyiminin (β=0,197) olumsuz gastronomik duyguları olumlu yönde, fakat tadım deneyiminin (β=-0,190) ise olumsuz yönde etkilediği ortaya çıkmıştır. Yerel yiyecek ve mekân deneyimi (β=0,253) ve tadım deneyiminin (β=0,333) davranışsal niyeti olumlu yönde etkilediği bulunmuştur. Bununla birlikte, olumlu gastronomik duygular (β=0,449) davranışsal niyeti olumlu, olumsuz gastronomik duygular (β=-0,162) ise olumsuz yönde etkilemiştir.

Anahtar Kelimeler

• Gastronomi deneyimi
• gastronomik duygular
• davranışsal niyet
• gastronomi turizmi
• Alaçatı Ot Festivali.

The Relationship between Gastronomy Experience, Gastronomic Emotions and Behavioral Intention: A Research on the Participants of Alaçatı Herb Festival

Öz

The study aims to reveal the relationships between gastronomic experience, gastronomic emotions and behavioral intentions. In the research, which was designed in the relational survey model and descriptive type, data were collected through a questionnaire developed based on the literature. The questionnaire was implemented face to face with the purposeful sampling technique from the participants of the 10th Alaçatı Herb Festival held in Alaçatı Neighborhood of Çeşme county of İzmir on 4-7 April 2019. The 428 questionnaires obtained were reduced to 402 after multiple outlier analysis. Descriptive statistics, explanatory and confirmatory factor analysis and multiple regression analysis were used in the analyses. In gastronomy experience; four dimensions were determined as “local food and place experience”, “learning experience”, “tasting experience” and “gourmet experience”. Gastronomic emotions were grouped under two dimensions as “positive gastronomic emotions” and “negative gastronomic emotions”. Behavioral intention consists of one dimension. It was determined that local food and place experience (β=0.167) and tasting experience (β=0.222), which are dimensions of gastronomic experience, affect positive gastronomic emotions. It was revealed that learning experience (β=0.197) affects negative gastronomic emotions positively, while tasting experience (β=-0.190) negatively affects. Local food and place experience (β=0.253) and tasting experience (β=0.333) were found to positively affect behavioral intentions. However, it was determined that positive gastronomic emotions (β=0.449) affected behavioral intention positively and negative gastronomic emotions (β=-0.162) negatively.

Anahtar Kelimeler

• Gastronomy experience
• gastronomic emotions
• behavioral ıntentions
• gastronomy tourism
• Alaçatı Herb Festival.

Kaynakça

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