The Effect of Destination Food Image on Travel Motivation: The Case of Eastern Black Sea Region

Yıl 2025, Cilt: 9 Sayı: 1, 276 - 297, 18.03.2025

Hami Ünlü

https://doi.org/10.32572/guntad.1549169

Öz

Understanding the behaviour of tourists and determining their motivation to participate in travel activities is extremely important for tourism regions. There are many studies on the effect of cultural attractions of a region on tourists' travel motivation. This study aims to determine the effect of food image on tourists' travel motivation. The research population consists of domestic tourists who visited the provinces of the Eastern Black Sea Region (Giresun, Trabzon, Rize, Artvin, Bayburt, Gümüşhane) in the first six months of 2024. Research data were collected from 496 domestic tourists using the convenience sampling method. The collected data were transferred to the SPSS statistical programme and subjected to regression analysis. In the study conducted in the Eastern Black Sea Region, it was concluded that the food image of the region has a significant effect on tourists' travel motivation. In addition, it was determined that food image has an above-average effect on socialising, relaxation, experience and self-development motivations, which are sub-dimensions of travel motivation.

Anahtar Kelimeler

Destination Food Image, Travel Motivation, Eastern Black Sea

Destinasyon Yiyecek İmajının Seyahat Motivasyonuna Etkisi: Doğu Karadeniz Örneği

Öz

Turistlerin davranışlarını anlamak ve seyahat faaliyetlerine katılma motivasyonlarını belirlemek turizm bölgeleri açısından son derece önemlidir. Bir bölgenin sahip olduğu kültürel çekicilik unsurlarının turistlerin seyahat motivasyonu üzerindeki etkisine yönelik birçok çalışma mevcuttur. Bu çalışmada ile yiyecek imajının turistlerin seyahat motivasyonu üzerindeki etkisinin belirlenmesi amaçlanmıştır. Araştırma evrenini Doğu Karadeniz (Giresun, Trabzon, Rize, Artvin, Bayburt, Gümüşhane) illerini 2024 yılının ilk altı ayında ziyaret eden yerli turistler oluşturmaktadır. Araştırma verileri 496 yerli turistten kolayda örnekleme yönteminden yararlanılarak toplanmıştır. Toplanan veriler SPSS istatistik programına aktarılarak regresyon analizine tabi tutulmuştur. Doğu Karadeniz’de gerçekleştirilen çalışmada bölgenin sahip olduğu yiyecek imajının turistlerin seyahat motivasyonu üzerinde önemli bir etkisinin olduğu sonucuna ulaşılmıştır. Ayrıca yiyecek imajının seyahat motivasyonunun alt boyutlarından sosyalleşme, rahatlama, deneyim yaşama ve kendini geliştirme motivasyonları üzerinde de ortalama üzerinde bir etkisinin olduğu belirlenmiştir.

Anahtar Kelimeler

Destinasyon Yiyecek İmajı, Seyahat Motivasyonu, Doğu Karadeniz

Kaynakça

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