INVESTIGATING THE ROLE OF MARDIN’S GEOGRAPHICALLY INDICATED FOODS IN SHAPING TOURIST EXPERIENCE, CITIZENSHIP BEHAVIOR, AND E-WOM

Öz

Mardin, a city of language, religion, tolerance, and culture, is renowned for its rich food culture shaped by the abundance of local products and the fusion of diverse ethnic origins. The reason why the local dishes of this rich city have been forgotten is that they are not sufficiently promoted. It is necessary to make the forgotten products visible and adequately promote them with the help of various destinations. The main purpose of this study is to examine the effects of domestic tourists who visit Mardin province for touristic purposes on tourist experience, tourist citizenship behavior, and E-WOM. Restaurants serving local and geographically marked foods in Old Mardin, known as 1st Street, and Artuklu, the central district of Mardin province, were selected as the study area. SPSS, a statistical program, was used to conduct scale analysis within the framework of the research. Reliability testing, exploratory factor analysis, and regression analysis were performed on the scales. A missing data test was conducted prior to exploratory factor analysis. The results of the missing data test indicated no missing and/or erroneous data. Extreme values in the dataset were removed, and analyses were conducted using 446 data points out of a total of 500. The regression analysis concluded that tourist experience with GI foods has a significant and positive effect on the dimensions of tourist citizenship behavior, tourist citizenship behavior towards GI foods has a significant and positive effect on the dimensions of tourist experience, and tourist experience with GI foods has a significant and positive effect on E-WOM. This indicates that the hypotheses are accepted.

Anahtar Kelimeler

• Geographical Indication
• E-WOM
• Mardin
• Tourist Experience
• Tourist Citizenship Behavior

MARDİN'İN COĞRAFİ İŞARETLİ GIDALARININ TURİST DENEYİMİ, VATANDAŞLIK DAVRANIŞI VE E-AĞIZDAN AĞIZA PAZARLAMA ÜZERİNDEKİ ROLÜNÜN ARAŞTIRILMASI

Öz

Dilin, dinin, hoşgörünün ve kültürün kenti olan Mardin; sahip olduğu yerel ürün zenginliği ve farklı etnik kökenlerin mutfak kültürlerinin birleşimi sayesinde oldukça zengin bir gastronomi kültürüne sahiptir. Bu zengin kentin yerel yemeklerinin zamanla unutulmasının temel nedenlerinden biri, yeterince tanıtılmamış olmalarıdır. Bu nedenle unutulmaya yüz tutmuş yöresel ürünlerin görünür kılınması ve farklı destinasyonlar aracılığıyla etkin bir şekilde tanıtılması gerekmektedir. Bu çalışmanın temel amacı, turistik amaçlarla Mardin ilini ziyaret eden yerli turistlerin coğrafi işaretli ürünlere ilişkin deneyimlerinin turist deneyimi, turist vatandaşlık davranışı ve elektronik ağızdan ağıza iletişim (E-WOM) üzerindeki etkilerini incelemektir. Araştırma alanı olarak Mardin ilinin merkez ilçesi Artuklu’da bulunan, Eski Mardin olarak bilinen 1. Cadde üzerindeki coğrafi işaretli ve yöresel yemekler sunan restoranlar seçilmiştir. Araştırma kapsamında ölçek analizlerinin gerçekleştirilmesinde istatistiksel analiz programı olan SPSS kullanılmıştır. Ölçeklere yönelik olarak güvenilirlik analizi, açıklayıcı faktör analizi ve regresyon analizi uygulanmıştır. Açıklayıcı faktör analizinden önce eksik veri analizi gerçekleştirilmiştir. Yapılan analiz sonucunda veri setinde eksik ya da hatalı veriye rastlanmamıştır. Ayrıca veri setindeki aykırı değerler çıkarılmış ve toplam 500 anketten elde edilen veriler arasından 446 veri üzerinden analizler gerçekleştirilmiştir. Regresyon analizi sonuçlarına göre; coğrafi işaretli ürünlere yönelik turist deneyiminin turist vatandaşlık davranışının boyutları üzerinde anlamlı ve pozitif bir etkisinin bulunduğu, coğrafi işaretli ürünlere yönelik turist vatandaşlık davranışının turist deneyiminin boyutları üzerinde anlamlı ve pozitif bir etkiye sahip olduğu ve coğrafi işaretli ürünlere yönelik turist deneyiminin elektronik ağızdan ağıza iletişim (E-WOM) üzerinde anlamlı ve pozitif bir etkisinin olduğu belirlenmiştir. Hipotezlerin tamamı kabul edilmiştir.

Anahtar Kelimeler

• Coğrafi İşaret
• Elektronik Ağızdan Ağıza İletişim
• Mardin
• Turist Deneyimi
• Turist Vatandaşlık Davranışı

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