The Effect of Gastro-Tourists' Locavorism and Food Personality Features on Local Food Purchase Intention: Gaziantep Province Sample

Abstract

The aim of this research is to understand the effects of locavorism and food personality traits of tourists visiting Gaziantep on local food attitudes and local food purchase intention. Locavorism, food personality traits, local food attitude and local food purchase intention scales were used in the research. The primary data of the research consists of questionnaires applied to 412 tourists visiting Gaziantep using the convenience sampling method. After the research data were coded in the SPSS statistical program, they were analyzed with the structural equation model in the Smart PLS statistical program. Among the scales used in the research model, it was determined that the locavorism sub-factor of socialization was formative and other scales had reflective features. In this context, the partial least squares method was used as the measurement method. When the results of the research were examined, it was concluded that lioanization did not significantly affect the local food attitude, while the opposition and the communization affected the local food attitude positively. In addition, it was determined that the food neophilia personality trait positively affected the local food attitude, and the food neophobia personality trait did not affect the local food attitude negatively. Finally, it was found that local food attitude positively affects local food purchase intention.

Keywords

• Gastronomy
• Locavorism
• Local food attitude
• Purchase intention
• Gaziantep

GASTRO-TURİSTLERİN YERELLİK VE YİYECEK KİŞİLİK ÖZELLİKLERİNİN YEREL YİYECEK SATIN ALMA NİYETİNE ETKİSİ: GAZİANTEP İLİ ÖRNEĞİ

Öz

Bu araştırmanın amacı Gaziantep ilini ziyaret eden turistlerin yerellik tercihlerinin ve yiyecek kişilik özelliklerinin yerel yiyecek tutumuna ve yerel yiyecek satın alma niyetine etkisini anlamaktır. Araştırmada yerellik tercihi, yiyecek kişilik özellikleri, yerel yiyecek tutumu ve yerel yiyecek satın alma niyeti ölçekleri kullanılmıştır. Araştırmanın birincil verilerini Gaziantep ilini ziyaret eden 412 turiste kolayda örneklem metodu kullanılarak uygulanan anketler oluşturmaktadır. Araştırma verileri SPSS istatistik programında kodlandıktan sonra Smart PLS istatistik programında yapısal eşitlik modeliyle analiz edilmiştir. Araştırma modelinde kullanılan ölçeklerden yerellik tercihi alt faktörü toplumsallaştırmanın formatif ve diğer ölçeklerin de reflektif özellik gösterdiği tespit edilmiştir. Bu bağlamda ölçüm yöntemi olarak kısmi en küçük kareler yöntemi kullanılmıştır. Araştırma sonuçları incelendiğinde, dikkat çekme tercihinin yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilemediği, karşı çıkma tercihi ve toplumsallaştırma tercihinin yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilediği sonucuna ulaşılmıştır. Ayrıca yiyecek neofilisi kişilik özelliğinin, yerel yiyecek tutumunu pozitif yönde anlamlı olarak etkilediği ve yiyecek neofobisi kişilik özelliğinin, yerel yiyecek tutumunu negatif yönde anlamlı olarak etkilemediği tespit edilmiştir. Son olarak yerel yiyecek tutumunun, yerel yiyecek satın alma niyetini pozitif yönde anlamlı olarak etkilediği sonucu bulunmuştur.

Anahtar Kelimeler

• Gastronomi
• Yerellik
• Yerel yiyecek tutumu
• Satın alma niyeti
• Gaziantep

Kaynakça

1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2),179-211. doi: 10.1016/0749-5978
2. Aksoy, M., ve Üner, E.H. (2016). Rafine mutfağın doğuşu ve rafine mutfağı şekillendiren yenilikçi mutfak akımlarının yiyecek içecek işletmelerine etkileri. Gazi Üniversitesi Sosyal Bilimler Dergisi, 3(6), 1-17. doi: 19475857
3. Anderson, Molly D. (2008). Rights-Based food systems and the goals of food systems reform. Agriculture and Human Values, 25(4), 593–608. doi: 10.1007/s10460
4. Bagozzi, R.P., ve Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74- 94. doi: 10.1177/009207038801600107
5. Başoda, A. ve Aylan, S. (2014). Turistlerin karar verme sürecinin amaca yönelik davranış modeli ile değerlendirilmesi: Mevlana Şeb-i Arus Törenleri örneği. Anatolia: Turizm Araştırmaları Dergisi, 25(1), 88 – 104. doi: 10.17123/atad.vol25iss
6. Beaugé, B. (2012). On the ıdea of novelty ın cuisine: a brief historical ınsight. International Journal of Gastronomy and Food Science, 1(1), 5-14. doi: 10.1016/j.ijgfs.007
7. Birch, D., Memery, J., ve Kanakaratne, M. D. S. (2018). The mindful consumer: balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing and Consumer Services, 40, 221-228. doi: 10.1016/j.jretconser.013
8. Birch, D. ve Memery, J. (2020). Tourists, local food and the intention-behaviour GAP. Journal Of Hospitality and Tourism Management, 43, 53–61. doi: 10.1016/j.jhtm.006

9. Birdir, K. ve Akgöl Y. (2015). Gastronomi turizmi ve Türkiye’yi ziyaret eden yabancı turistlerin gastronomi deneyimlerinin değerlendirilmesi. İşletme ve İktisat Çalışmaları Dergisi, 3(2), 57-68. Erişim tarihi: https://dergipark.org.tr/tr/download/article-file/355402
10. Björk P. ve Kauppinen-Raisanen H. (2016). Exploring the multi-dimensionality of travellers' culinary-gastronomic experiences. Current Issues Tourism, 19(12), 1260- 1280. doi: 10.1080/13683500
11. Blake, M. K., Mellor, J., ve Crane, L. (2010). Buying local food: shopping practices, place, and consumption networks in defining food as “Local”. Annals of the Association of American Geographers, 100(2), 409-426. doi: 10.1080/00045601003595545
12. Brown, E., Dury, S. ve Holdsworth, M. (2009). Motivations of consumers that use local, organic fruit and vegetable box schemes in central england and southern France. Appetite, 53(2), 183-188. doi: 10.1016/j.appet.006
13. Byrne, B.M. (1994). Structural equation modeling with eqs and eqs/ windows: basic concepts, applications, and programming. Canada: Sage Yayınevi.
14. Chambers, S., Lobb, A., Butler, L., Harvey, K. ve Traill, W. B. (2007). Local, national and imported foods: a qualitative study. Appetite, 49(1), 208-213. doi: 10.1016/j.appet.003
15. Chang, R. Kivela, J. ve Mak, A. (2011). Attrinutes that influence the evaluation of travel dining experience: when east meets West. Tourism Management, 32(2), 307-316. doi: 10.1016/j.tourman.009
16. Choe, J. Y. ve Cho, S. M. (2011). Food neophobia and willingness to try non-traditional foods for Koreans. Food and Quality and Preference, 22(1), 671-677. doi: 10.1016/j.foodqual.002
17. Choe, J.Y. ve Kim, S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Leisure and Tourism Marketing, 71(2), 1-10. doi: 10.1016/j.ijhm.007
18. Cohen, J. (1988). Set correlation and contingency tables. Applied Psychological Measurement, 12(4). 425-434. doi: 10.1177/014662168801200410
19. Conkin, P. (2008). A revolution down on the farm: The Transformation Of American Agriculture Since 1929, Lexington: University Press of Kentucky.
20. Cömert, M. ve Sökmen A. (2017). Türkiye’de gastronomi turizmi: Antalya’da konaklayan turistler üzerine bir araştırma. Seyahat ve Otel İşletmeciliği Dergisi, 14(3), 5-26. doi: 10.24010/soid.369897
21. Demirci, B. ve Erşahin R. (2021). Araştırmacılar ve bilimsel yayınlar perspektifinden Türkiye’de gastronomi. Journal of Gastronomy, Hospitality, and Travel, 4(2), 538-550. doi: 10.33083/joghat.92
22. Dijkstra, T. K., ve Henseler, J. (2015). Consistent partial least squares path modeling. MIS quarterly, 39(2), 297-316.
23. Dilsiz, B. (2010). Türkiye'de gastronomi ve turizm: İstanbul örneği (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Üniversitesi, Sosyal Bilimler Enstitüsü. İstanbul.
24. Feldmann, C. ve Hamm, U. (2015). Consumers' perceptions and preferences for local food: a review. Food Quality and Preference, 40(2), 152-164. doi: 10.1016/j.foodqual.014
25. Fischler, C. (1988). Food, self and identify. Antropology of Food, 27(2), 275-292. doi: 10.1177/053901888027002005
26. Fitzgerald, K. J. (2016). Thinking globally, acting locally: locavorism and humanist sociology. Humanity and Society, 40(1), 3-21. doi: 10.1177/0160597615619273
27. Fornell, C., ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 1981, 39-50. doi: 10.1177/002224378101800104
28. Galzki, J. C., Mulla, D. J. ve Peters, C, J. (2015). Mapping the potential of local food Capacity in Southeastern Minnesota. Renewable Agriculture and Food Systems, 30(4), 364-372. doi: 10.1017/S1742170514000039
29. Gudergan, S.P., Ringle, C.M., Wende, S. ve Will, A. (2008). Confirmatory tetrad analysis in pls path modeling. Journal of Business Research, 61(12), 1238-1249. doi: 10.1016/j.jbusres.012
30. Hair, J. F., Matthews, L.M., Matthews, R. L., ve Sarstedt, M., (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2). 107-123. doi: 10.1504/IJMDA.087624
31. Hair, J.F., Risher, J.J., Sarstedt, M., ve Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. doi: 10.1108/EBR-11-0203
32. Hall, M., Mitchell, R. ve Sharples, L. (2003). Consuming places: the role of food, wine tourism in regional developmen. Hall, M., Sharples, L., Mitchell, R., Macionis, N. ve Cambourne, B. (Ed.), food tourism around the word içinde (ss. 26-59). London: Butterworth Heinemann.
33. Halweil, B. (2002). Home Grown: The Case for Local Food in a Global Market. Washington: Worldwatch Institute.
34. Han, H. ve Kim, Y. (2010). An investigation of green hotel customers’ decisionformation: develeoping an extended model of the theory of planned behavior. İnternational Journal of Hospitality Management, 29(2), 659-668. doi: 10.1016/j.ijhm.001
35. Harrington R. (2005). Defining gastronomic ıdentity: the ımpact of environment and culture on prevailing components, texture and flavours in wine and food. Journal of Culinary Science and Technology, 4(2), 129-152. doi: 10.1300/J385v04n02_10
36. Henseler, J., Dijkstra, T.K., Sarstedt, M., Ringle, C.M., Diamantopoulos, A., Straub, D.W., ve Calantone, R.J. (2014). Common beliefs and reality about pls: comments on rönkkö and evermann. Organizational Research Methods, 17(2). 182-2009. doi: 10.1177/1094428114526928
37. Henseler, J., Ringle, C. M., ve Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. İçinde, New challenges to international marketing. Bingley; Emerald Group Publishing Limited.
38. Hijalager, A.M. (2002). Demand for the gastronomy tourism product: motivational factors, tourism and gastronomy. Hjalager Anne-Mette ve Richard G. (Ed.), Demand for the gastronomy tourism product: motivational factors. London: Published by Routledge.
39. Hijalager, A.M. (2004). What do tourists eat and why? towards a sociology of gastronomy and Tourism. Tourism, 52(2), 195-201. doi: 142733765
40. Hu, Li‐tze, ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling: a Multidisciplinary Journal, 6(1), 1999, 1-55. doi: 10.1080/10705519909540118
41. Işkın, M. ve Şengel, Ü. (2020). Modern turizmin önemli sorunları: sürdürülebilirlik ve taşıma kapasitesi. Safran Kültür ve Turizm Araştırmaları Dergisi, 3(3), 424-436. doi: https://dergipark.org.tr/tr/pub/saktad/issue/59328/822885
42. Jekanowski, M. D., Williams, D. R. ve Schiek, W. A. (2000). Consumers’ willingness to purchase locally produced agricultural products: an analysis of an Indiana Survey. Agricultural and Resource Economics Review, 29(1), 43-53. doi: 10.1017/S1068280500001428
43. Kaiser, H.F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 1974, 31-36. doi: 10.1007/BF02291575
44. Karaimamoğlu, T. (2019). Orta çağ avrupa mutfak kültüründe tahıl, balık ve sütün yeri. Turkish Studies- Historical Analysis, 14(3), 608-623. doi: 10.29228/TurkishStudies.23306
45. Karakeçeli, G. ve Çetinsöz B. (2017). (14-15, Nisan, 2017), Gaziantep yöresinde bayram yemekleri geleneği. VI. Ulusal, II. Uluslararası Doğu Akdeniz Turizm Sempozyumu, 313-332.
46. Kement, Ü. ve Bükey, A. (2020). Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği. To and Re 2(2), 134-145. doi: 59266/846173
47. Keskin, E. ve Sezen N. (2020). The specification of the neophobia and neophilia levels of the guests experiencing restaurants: Cappadocia sample. Türk Turizm Araştırmaları Dergisi, 4(2), 1592-1606. doi: 10.26677/TR1010.414
48. Kim, Y. G., ve Eves, A. (2012). Construction and alidation of a scale to measure tourist motivation to consume local food. Tourism Management, 33(6), 1458-1467. doi: 10.1016/j.tourman.015
49. Kim, Y. G., Eves, A. ve Scarles, C. (2009). Building a model of local food consumption on trips and holidays: a grounded theory approach. International Journal of Hospitality Management, 28(3), 423-431. doi: 10.1016/j.ijhm.005
50. Kivela, J. ve Crotts, J. C. (2005). Gastronomy tourism: a meaningful travel market segment. Journal of Culinary Science and Technology, 2(4), 39-55. doi: 10.1300/J385v04n02_03
51. Konyalılar, N. (2021). Çalışanlara göre İstanbul’da faaliyet gösteren özel havayolları şirketlerinde inovatif uygulamaların rekabet gücüne etkisi. Tourism and Recreation, 3(2), 132-139.
52. Kumar, R. (1999). Research methodology: a step-by-step guide for beginners. New Delhi: sage publications.
53. Kumar, S., Talwar, S., Murphy, M., Kaur, P. ve Dhir, A. (2021). A behavioural reasoning perspective on the consumption of local food. a study on REKO, a social media-based local food distribution system. Food Quality and Preference, 93(2), 104-264. doi: 10.1016/j.foodqual.104264
54. Lee, H.K., Hwang, K.H., Kim, M. ve Gho, M. (2021). 3D printed food attributes and their roles within the value-attitude-behavior model: moderating effects of food neophobia and food technology neophobia. Journal of Hospitality and Tourism Management, 48(1), 46-54. doi: 10.1016/j.jhtm.013
55. Lee, K.H., Scott, N. ve Packer, J. (2014). Where does food fit in tourism?. Tourism Recreation Research, 39(2), 269-274. doi: 10.1080/02508281.11081770
56. Lim, H.R. ve An, S. (2021). Intention to purchase wellbeing food among Korean consumers: an application of the theory of planned behavior. Food Quality and Preference, 88(1), 104101. doi: 10.1016/j.foodqual.104101
57. Lopez-Guzman, T. ve Sanchez-Canizares, S. (2012). Gastronomy, tourism and destination differentiation: a case study in Spain. Review of Economics and Finance, 2(1), 63-72. doi: 201606268
58. Memery, J., Angell, R., Megicks, P. ve Lindgreen, A. (2015). Unpicking motives to purchase locally-produced food: analysis of direct and moderation effects. European Journal of Marketing, 49(7/8), 1207-1233. doi: 10.1108/EJM-0075
59. Özdamar, K. (2001). SPSS ile Biyoistatistik. 4. Baskı, Eskişehir: Kaan Kitapevi.
60. Özdemir, S.S. (2019). Etnik restoranların turist davranışlarına etkisi: Berlin’deki Türk restoranlarında bir araştırma, (Yayınlanmış Doktora Tezi). Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü, Balıkesir.
61. Peter, J.P. (1981). Construct Validity: A Review of Basic İssues and Marketing Practices. Journal of Marketing Research, 18(2), 133-145. doi: 10.1177/002224378101800201
62. Pliner, P. ve Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite 19(2), 105-120. doi: 10.1016/0195-6663(92)90014-W.
63. Ravand, H., ve Baghaei, P. (2016). Partial least squares structural equation modeling with R. Practical Assessment, Research, and Evaluation, 21(1), 11. Retrieved From: https://scholarworks.umass.edu/
64. Reich, B.J., Beck, J.T. ve Price, J. (2018). Food as İdeology: Measurement and Validation of Locavorism. Journal of Consumer Research, 45(4), 849-868. doi: 10.1093/JCR/UCY027
65. Rızaoğlu, B., Ayazlar, R.A. ve Gençer, K. (2013). Yiyecek deneyimiyle ilgili bireysel eğilimlerin sosyo- demografik özellikler açısından değerlendirilmesi: Kuşadası’na gelen yabancı turistler örneği. 14. Ulusal Turizm Kongresi Bildiriler Kitabı, (05-08 Aralık). Kayseri: Erciyes Üniversitesi Turizm Fakültesi, 669- 687.
66. Richards, G. (2002). Gastronomy: an essential ingredient in tourism production and consumption, tourism and gastronomy, Hjalager, A.M. ve Richards G. (Ed.), Gastronomy: an essential ingredient in tourism production and consumption içinde (s. 3-21), USA Canada: Routledge.
67. Roininen, K., Arvola, A. ve Lahteenmaki, L. (2006). Exploring consumers’ perceptions of local food with two different qualitative techniques: laddering and word association. Food Quality and Preference, 17(1/2), 20-30. doi: 10.1016/j.foodqual.012
68. Rozin, P. ve Fallon A. (1988). Body image, attitudes to weight and misperceptions of figure preferences of the opposite sex: a comparison of men and women in two generations. Journal of Abnormal Psychology, 97(3), 342-345. doi: 10.1037/0021-843X.97.3.342
69. Rudy, K. (2012). Locavores, feminism and the question of meat. Journal of American Culture, 35(1), 26-36. doi: 10.1111/j.1542-734X.00795.x
70. Sahilli-Birdir S., İflazoğlu, N. ve Birdir, K. (2019). Turist rehberi adaylarında yeni yiyecek deneme korkusu (neophobia). Gastroia: Journal of Gastronomy and Travel Research, 3(4), 551-561. doi: 10.32958/gastoria.587550
71. Sekaran, U. (2003). Research Methods for Business: A Skill-Building Approach. New York: John Wiley and Sons Yayınevi.
72. Sivrikaya, K. (2019). Gıda neofobisi ve heyecan arama kişilik özelliklerinin yabancı turistlerin geleneksel Türk yemeklerini satın alma niyetine etkisi (Yayınlanmamış Yüksek Lisans Tezi). Konya Necmettin Erbakan Üniversitesi, Sosyal Bilimler Enstitüsü, Konya.
73. Sivrikaya, K.K. ve Pekerşen, Y. (2020). The impact of food neophobia and sensation seeking of foreign tourists on the purchase intention of traditional Turkish food. International Journal Of Gastronomy and Food Science, 21(1), 100222. doi: 10.1016/j.ijgfs.100222
74. Song, H. J. (2010). Understanding casino visitor’s decision- making processes within the perspective of responsible gambling: an application of the model of goal-directed behavior. (Yayımlanmamış/doktora tezi). ABD: Clemson Üniversitesi.
75. Stanton, J.L., Wiley, J.B. ve Wirth, F.F. (2012). Who are the locavores?. Journal of Consumer Marketing, 29(4), 248-261. doi: 10.1108/07363761211237326
76. Şahin, S.Z. ve Tosun, C. (2020). Turistlerin yeni gastronomi ürünlerine yönelik tutumları. Elektronik Sosyal Bilimler Dergisi, 19(74), 564-586. doi: 10.17755/esosder.534625
77. Şengel T., Karagöz, A., Çetin, G. ve İstanbullu-Dinçer, F., Ertuğral, S.M. ve Balık, M. (2015). Tourists’ approach to local food. Procedia - Social and Behavioral Sciences, 195(2), 429 -437. doi: 10.1016/j.sbspro.485
78. Tayfun, A., Olcay, A., Çeti, B. ve Yazgan Pektaş, Ş. (2019). Destinasyon yiyecek imajının tutum ve tekrar satın alma niyeti üzerindeki etkisi. Journal of Tourism and Gastronomy Studies, 7(3), 1983-1999. doi: 10.21325/jotags.458
79. Tenenhaus, M., Vinzi, V.E., Chatelin, Y.M. ve Lauro, C. (2005). PLS path modeling. Computational Statistics and Data Analysis, 48(1), 159-205. doi: 10.1016/j.csda.005
80. Tikkanen, I. (2007). Maslow’s Hierarchy and food tourism in Finland: five cases. British Food Journal, 109(9), 721–734. doi: 10.1108/00070700710780698
81. Ural, A. ve Kılıç, İ. (2005). Bilimsel araştırma süreci ve SPSS ile veri analizi. Ankara: Detay Yayınevi.
82. Voorhees, C.M., Brady, M.K., Calantone, R. ve Ramirez, E. (2016). Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal Of The Academy of Marketing Science, 44(1). 119-134. doi: 10.1007/11747-015-0455-4
83. Wolf, E. (2006). Culinary tourism the hidden harvest, ABD-LOWA: Kendall/Hunt publishing company.
84. Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32. Retrieved From: https://www.researchgate.net/publication/268449353.
85. Zepeda, L. ve Deal, D. (2009). Organic and local food consumer behaviour: alphabet theory. International Journal of Consumer Studies, 33(6), 697-705. doi: 10.1111/j.1470-6431.00814.x
86. Zhang, T., Grunert, K.G. ve Zhou, Y. (2020). A values–beliefs–attitude model of local food consumption: an empirical study in China and Denmark. Food Quality and Preference, 83(2), 103916. Doi: 10.1016/j.foodqual.103916
87. Yazıcıoğlu, İ. ve Alphan, E. (2017). Turistik destinasyonlarda yerel yiyecek- içecek tüketimine etki eden faktörlerin analizi. 4th International Congress of Tourism ve Management Researches, (12-14 Mayıs 2017), Girne/Kıbrıs.
88. Yoon, Y. ve Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56. doi: 10.1016/j.tourman.016