TURİSTLERİN YENİ GASTRONOMİ ÜRÜNLERİNE YÖNELİK TUTUMLARI

Öz

Bu çalışmanın amacı; turistlerin profilleri (demografik faktörleri ve seyahat karakteristikleri) ile yeni gastronomi ürünlerine yönelik tutumları (ilgi/istek, çekince/korku) arasındaki ilişkiyi ortaya koymaktır. Bu doğrultuda, zengin ve özgün yerel gastronomi ürünleri ile bilinen, aynı zamanda UNESCO Dünya Gastronomi Şehirleri ağının bir üyesi olan Hatay ili, araştırmanın uygulama alanı olarak seçilmiştir. Destinasyonu ziyarete gelen turistlere anket uygulaması yapılmış ve bulgular, katılımcı gözlemlerle desteklenmiştir. Anket verilerinin analizi ile turistlerin; demografik özellikleri, seyahat karakteristikleri ile gastronomiye yönelimlerine ilişkin verilerin; frekans, yüzde, aritmetik ortalama ve standart sapma değerleri hesaplanarak tablolaştırılmıştır. Araştırmada kullanılan ölçeklere ilişkin güvenilirlik ve geçerlilik analizleri yapılarak, geçerlilik ve güvenirliliklerinin yüksek olduğu görülmüştür. Turistlerin, yeni gastronomi ürünlerine yönelik tutum ölçeğine ilişkin vermiş oldukları yanıtların, yapılan faktör analizleri sonucunda tutumlarını ortaya koyan iki boyut (ilgi/istek ve çekince/korku) belirlenmiştir. Turistlerin, demografik özellikleri ve seyahat karakteristikleri ile yeni gastronomi ürünlerine yönelik tutumları arasında istatistiksel anlamlı farklılıkların tespiti için tek yönlü ANOVA, Tukey HSD ve ikili bağımsız T testi uygulanmıştır. Araştırmanın sonucunda, turistlerin demografik özelliklerinden; yaşları, cinsiyetleri ve medeni durumları ile yeni gastronomi ürünlerine yönelimleri arasında her iki boyutta da (ilgi/istek, çekince/korku) anlamlı farklılıklar bulunurken; eğitim durumları ile herhangi bir boyutta farklılık bulunmamıştır. Seyahat karakteristiklerinde ise; ziyaret amaçları ve ziyaret sıklıkları ile yeni gastronomi ürünlerine yönelimleri arasında her iki boyutta da (ilgi/istek, çekince/korku) anlamlı farklılıklar bulunduğu; tatil birliktelikleri ve gastronomi harcamalarının, yeni gastronomi ürünlerine yönelimlerinin sadece ilgi/istek boyutu ile arasında anlamlı farklılıklar bulunduğu görülmüştür.

Anahtar Kelimeler

• Gastronomi,Tutum,Yiyeceklere İlgi – Çekince,Turist Profili,Hatay

ATTITUDES OF TOURISTS TOWARDS NEW GASTRONOMY PRODUCTS

Öz

This study aims at examining the relationship between the profiles of tourists (demographic factors and travel characteristics) and their attitudes (interest/desire, hesitation/fear) to new gastronomy products. Hatay, as a member of the UNESCO World Gastronomic Cities Network, was selected as the filed study area where gastronomy has been considered as a powerful complement to existing tourism products and an independent tourism product on its own. Moreover, it is argued that it will increase its competitiveness and to take into account the necessity to be included in tourism product diversification plans and applications in destinations as a shooting element. A survey was applied to the tourists visiting the destination and the findings were supported with participant observations. The demographic features, travelling characteristics and orientation of the visitors have been analyzed various tools such as  frequency distribution, centrel tendencies and standart deviation values. The reliability and validty of the scales employed for this research were founded highly reliable and valid by conducting relevant analysis. Two behavioral dimensions  of the new gastronomic products (interest/desire and fear/hesitation) were identified through performing factor analysis of the tourist’s behavioral approach. One way ANOVA, Tukey HSD and dual independent tests were utilized to specify the meaningful statistical differences between tourist’s demographic features, travelling characteristics and their approach for new gastronomical products. While the overall result of this study suggests that there are  meanigful differences between the tourist’s demographic features such as age, gender and martial status and their approach for new gastronomical products in both dimensions (interest/desire and fear/hesitation); it is revealed that there is no difference in terms of educational status. In the context of the travel characteristic; there were significant diffrences in both dimensions (interest/desire and fear/hesitation) between the aims of the visits and their orientation to new gastronomy products. Moreover, it was seen that there were significant differences between holiday partnerships and gastronomy expenditures towards new gastronomy products in only interest/desire behavioral dimension.

Anahtar Kelimeler

• Gastronomy,Attitude,Food Neophilia,Food Neophobia,Tourist Profile,Hatay

Kaynakça

1. Andersson, T.D., Getz, D., Vujicic, S., Robinson, R. NS. and Cavicchi, A. (2016). Preferred travel experiences of foodies: An application of photo elicitation, Journal of Vacation Marketing, Volume 22 (I), 55-67.
2. Arıkan, R. (2011). Araştırma yöntem ve teknikleri, (1.Basım), Ankara: Nobel Yayınları.
3. Beer, S. (2008). Authenticity and food experience – commercial an academic perspectives, Journal of Food Service 19, 153-163.
4. Bessiere, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas, Sociologia Ruralis, Vol:38, No:1, 21-34.
5. Björk, P. and Kauppinen-Raisanen, H. (2016). Local food: A source for destination attraction, International Journal of Contemporary Hospitality Management, 28(1), 177-194.
6. Chambers, E. (2009). From authenticity to significance: Tourism on the frontier of culture and place, Futures 41, 353-359.
7. Chang, R.C.Y. (2007). An analysis of the Chinese group tourists’ dining-out experiences while holidaying in Australia and it’s contrubution to their visit satisfaction, A Doctoral Thesis, The Hong Kong Polytechnic University, School of Hotel and Tourism Management, Hong Kong.
8. Chang, R.C.Y., Kivela, J. ve Mak, A.H.N. (2010). Food preference of Chinese tourists, Annals of Tourism Research, Vol.37, No:4, pp.989-1011.

9. Chavarria, L.C.T. and Phakdee-aukson, P. (2017). Understanding international tourists' attitudes towards street food in Phuket, Thailand, Tourism Management Perspectives, 21, 66-73.
10. Chez, K. (2011). Popular ethnic food guides as auto/ethnographic project: The multicultural and gender politics of urban culinary tourism, The Journal of American Culture, Vol:34, No:3, 234-246.
11. Choe, J.Y. and Kim, S. (2018). Effects of tourists local food consumption value on attitude, food destination image and behavioral intention, International Journal of Hospitality Management, 71, pp.1-10.
12. Cohen, E. and Avieli, N. (2004). Food in tourism: Attraction and implement, Annals of Tourism Research, Vol:31, No:4, pp.755-778.
13. Correia, A., Moital, M., Da Costa, C.F. and Peres, R. (2008). The determinants of gastronomic tourist satisfaction: A second-order factor analysis, Journal of Food Service 19, 164-176.
14. Everett, S. and Aitchison, C. (2008). The role of food tourism in sustaining regional identitiy: A case study of Cornwall, South West England, Journal of Sustainable Tourism, Vol:16, No: 2, 150-167.
15. Fonte, M. (2008). Knowledge, food and place: A way of producing, a way of knowing, Sociologia Ruralis, Vol:48, No:3, 200-222.
16. Fox, R. (2007). Reinventing the gastronomic identitiy of Croatian tourist destinations, Hospitality Management 26, 546-559.
17. Galvez, J.C.P., Granda, M.J., Guzman, T.L. and Coronel, J.R. (2017). Local gastronomy, culture and tourism sustainable cities: The behavior of the American tourist, Sustainable Cities and Society, 32, 604-612.
18. Gyimothy, S. and Mykletun, R.J. (2009). Scary food: Commodifying culinary heritage as meal adventures in tourism, Journal of Vocation Marketing, Vol:15, No:3, 259-273.
19. Hashimoto, A. and Telfer, D.J. (2006). Selling canadian culinary tourism: Branding the global and the regional product, Tourism Geographies, Vol:8, No:1, 31-55.
20. Hjalager, A.M. and Corigliono, M.A.(2000). Food for tourists – determinants of an image, International Journal of Tourism Research (2), 281-293.
21. Hjalager, A.M. (2002). A typology of gastronomy tourism. In A.M. Hjalager & G. Richards (Eds.), Tourism and gastronomy (pp. 21-35). London: Routledge.
22. Horng, J.S. ve Tsai, C.T. (2010). Goverment websites for promoting East Asian culinary tourism: A cross – national analysis, Tourism Management 31, 74-85.
23. Horng, J., Horng, S. and Tsai, C.T. (2011). Culinary tourism strategic development: An Asia-Pasific perspective, International Journal of Tourism Research, www.wileyonlinelibrary.comDOI:10.1002/jtr.834 adresinden erişilmiştir.
24. Ignatov, E. and Smith, S.(2006). Segmenting canadian culinary tourists, Current Issues in Tourism,9(3),235-253.
25. Jalis, M.H., Zahari, M. S. M., Izzat, M. & Othman, Z. (2009). Western tourists perception of Malaysian gastronomic products, Asian Social Science, (5), 1, 25-36.
26. Ji, M., Wong, I.A., Eves, A. and Scarles, C. (2016). Food related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes, Tourism Management, 57, 387-396.
27. Karim, S.A. (2006). Culinary as a destination attraction: An ampirical exemination of the destination’s food image and information sources, Doctoral Dissertation, Oklahoma State University, Oklahoma.
28. Kim, Y.G., Eves, A. and Scarles, C. (2009). Buildings a model of local food consumption on trips and holidays: A grounded theory approach, International Journal of Hospitality Management 28, 423-431.
29. Kim, Y.G., Eves, A. and Scarles, C. (2013). Empirical verification of a conceptual model of local food consumption at a tourist destination, International Journal of Hospitality Management 33, 484-489.
30. Kivela, J.J. and Crotts, J.C. (2006). Tourism and gastronomy: Gastronomy’s influence on how tourist’s experience a destination, Journal of Hospitality & Tourism Research, Vol:30, No:3, 354-377.
31. Kivela, J.J. and Crotts, J.C. (2009). Understanding traveler’s experiences of gastronomy through etymology and narration, Journal of Hospitality & Tourism Research, Vol:33, No:2, 161-192.
32. Kniazeva, M. and Venkatesh, A. (2007). Food for thought: A study of food consumption in post modern US culture, Journal of Consumer Behaviour 6, 419-435.
33. Köster, E.P. (2009). Diversity in the determinants of food choice: A psychological perspective, Food Quality and Preference, 20, 70-82.
34. Lai, M.Y., Khoo-Lattimore, K.. and 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 Managament, 69, 579-595.
35. Leung, D., Law, R. and Lee, H.A. (2011). The perceived destination image of Hong Kong on ctrip.com, International Journal of Tourism Research, 13, 124-140.
36. Mak, A.H.N., Lumbers, M., Eves, A. and Chang, R.C.Y.(2012a). Factors influencing tourist food consumption, International Journal of Hospitality Management (31), 928-936.
37. Mak, A.H.N., Lumbers, M., Eves, A. (2012b) Globalisation and food consumption in tourism, Annals of Tourism Research, Vol.39, No:1, pp. 171-196.
38. Mak, A.H.N., Lumbers, M., Eves, A. and Chang, R.C.Y.(2013). An application of the repertory grid method and generalised Procrustes analysis to investigate the motivational factors of tourist food consumption, International Journal of Hospitality Management (35), 327-338.
39. Okumuş, B., Okumuş, F. and McKercher, B.(2007). Incorporating local and international cuisines in the marketing of tourist destinations: The cases of the Hong Kong and Turkey, Tourism Management 28, 253-261.
40. Paisley, J., Sheeshka, J. and Daly, K. (2001). Qualatitive investigation of the meanings of eating fruits and vegetables for adult couples, Journal of Nutrition Education, Vol:33, No:4, 199-207.
41. Ranta, R. (2015). Food and nationalism: From foie gras to hummus, World Policy Journal, Fall 2015, 33-40.
42. Regnier, F. (2009). How we consume new products: The example of exotic foods (1930-2000), IUFoST World Congress Book: Global Issues in Food Science and Technology, Chapter 9, Elsevier Ltd., 129-144, www.sciencedirect.com adresinden erişilmiştir.
43. Seçer, İ. (2013). SPSS ve LISREL ile pratik veri analizi, Ankara: Anı.
44. Seo, S., Kim, O.Y., Oh, S. and Yun, N. (2013). Influence of informational and experiential familiarity image of local foods, International Journal of Hospitality Management, 34, pp.295-308.
45. Shenoy, S.S. (2005). Food tourism and culinary tourists, Doctoral Dissertation, Clemson University, The Graduate School, Parks-Recreation and Tourism Management, South Caroline.
46. Sims, R. (2009). Food, place and authenticity: Local food and sustainable tourism experience, Journal of Sustainable Tourism, Vol: 17, No: 3, 321-336.
47. Şengel, T., Karagöz, A., Çetin, G., Dinçer, F.İ., Ertugral, S.M. ve Balık, M. (2015). Tourist’s approach to local food, Procedia-social and behavioral sciences, (195), p:429-437.
48. Tellstrom, R., Gustafsson, I-B. and Mossberg, L. (2005). Local food culture in the Swedish rural economy, Sociologia Ruralis, Vol:45, No:4, 346-359.
49. Timothy, D.J. and Boyd, S.W. (2003). Heritage tourism, First Editon, England: Pearson Education Limited
50. Tikkanen, İ. (2007). Maslow’s hierarchy and food tourism in Finland: Five cases, Britsh Food Journal, 109, p: 721-734.
51. Torres, R. (2002). Toward a better understanding of tourism and agri-culture linkages in the Yucatan: Tourist food consumption and preferences, Tourism Geographies 4 (3), 282-306.
52. Tsai, C.T. (2013). Culinary tourism and night markets in Taiwan, İnternational Journal of Business and Information, Volume 8, Number 2, 247-266.
53. Tse, P. and Crotts, J.C. (2005). Antecedents of novelty seeking: International visitors’ propensity to experiment across Hong Kong’s culinary traditions, Tourism Management 26, 965-968.
54. Updhyay, Y. and Sharma, D. (2014). Culinary preferences of foreign tourists in India, Journal of Vacation Marketing, Vol: 20 (I), 29-39.
55. Wang, N. and Quan, S.(2004). Towards a structural models of the tourist experience: An illustration from food experiences in tourism, Tourism Management (25), 297-305.
56. Wijaya, S., King, B., Nguyen, T.H. and Morrison, A. (2013). International visitor dining experiences: A conceptual framework, Journal of Hospitality and Tourism Management, 20, 34-42.
57. Yoo, T. (2016). Country of origin and diners’ perceptions of a cuisine: The moderating effects of culinary and institutional factors, Journal of Hospitality & Tourism Research, Vol: XX, No: X, 1-25.