Gastronomi Turizmi Destinasyonu Tercih Etme Niyetinde Sosyal Medya Fenomenlerinin Etkisi: Parasosyal İlişkilerin Aracılık Rolü

Öz

Bu çalışma, sosyal medya fenomenlerinin özelliklerinin gastronomi turizmi destinasyonu tercih etme niyeti üzerindeki etkisini ve bu ilişkide parasosyal ilişkilerin aracılık rolünü incelemektedir. Belirtilen bu amaca ulaşabilmek için nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Kolayda örnekleme yöntemiyle 402 katılımcıdan elde edilen verilerin analizinde kısmi en küçük kareler yol analizi (PLS-SEM) yöntemi kullanılmıştır. Araştırma modeli kapsamında geliştirilen hipotezler SmartPLS programı kullanılarak analiz edilmiştir. Gerçekleştirilen analiz sonuçları sosyal medya fenomenlerinin sahip olduğu özelliklerinin (çekicilik, güvenirlik ve uzmanlık) gastronomi turizmi destinasyonu tercih etme niyeti üzerinde doğrudan anlamlı bir etkisinin olmadığını göstermektedir. Ancak parasosyal ilişkilerin fenomen güvenirliği ve fenomen uzmanlığı ile gastronomi turizmi destinasyonu tercih etme niyeti arasındaki ilişkilerde tam aracılık rolü oynadığı tespit edilmiştir. Böylelikle, bu çalışma sadece sosyal medya fenomenlerinin bireysel özelliklerine odaklanmanın yetersiz kalabileceğini ve özellikle sosyal medya fenomeni ve takipçiler arasındaki ilişkilerin derinlemesine incelenmesi gerektiğini göstermektedir.

Anahtar Kelimeler

• Gastronomi Turizmi
• Sosyal Medya Fenomeni
• Parasosyal İlişkiler
• Fenomen Güvenirliği
• Fenomen Uzmanlığı

The Effect of Social Media Influencers on Gastronomy Tourism Destination Preference Intention: The Mediating Role of Parasocial Relationships

Öz

This study examines the effect of social media influencers' characteristics on the intention to choose a gastronomy tourism destination and the mediating role of parasocial relationships in this relationship. In order to achieve this goal, the survey technique, one of the quantitative research methods, was used. Partial least squares path analysis (PLS-SEM) method was used to analyze the data obtained from 402 participants through convenience sampling. The hypotheses developed within the scope of the research model were analyzed using SmartPLS program. The results of the analysis show that the characteristics of social media influencers (attractiveness, credibility, and expertise) do not have a direct significant effect on the intention to choose a gastronomy tourism destination. However, it was found that parasocial relationships played a full mediating role in the relationships between phenomenon credibility and phenomenon expertise and intention to choose a gastronomy tourism destination. Thus, this study shows that focusing only on the individual characteristics of social media influencers may be insufficient and that the relationships between social media influencers and followers should be examined in depth.

Anahtar Kelimeler

• Gastronomy Tourism
• Social Media Phenomenon
• Parasocial Relationships
• Phenomenon Credibility
• Phenomenon Expertise

Kaynakça

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