Yerel Yiyecek Tüketiminde Gıda Korkusu ve Kültürün Moderatör Etkisi: Yabancı Turistler Üzerine Bir Araştırma

Yıl 2020, Cilt: 15 Sayı: 59, 461 - 479, 31.07.2020

Alper Işın , Kurban Ünlüönen

https://doi.org/10.19168/jyasar.665465

Cited By: 3

Öz

Turistler tatil için gittikleri bölgelerde yerel yiyecek tüketmeyi tercih etmektedir. Bu nedenle turistlerin bölge ile ilgili hatırlarında olumlu/olumsuz bir imajın oluşumunda yerel yiyecekler oldukça önemlidir. Bu çalışmanın amacı, Türkiye'yi ziyaret eden yabancı turistlerin yerel yiyecekleri tüketme niyetlerinin tespit edilmesidir. Bu amaç doğrultusunda, turistlerin yerel yiyecekleri tüketme niyetleri belirlenirken, aynı zamanda yiyecek tüketimi ile ilgili kişilik özelliklerinin (gıda korkusu) ve ait oldukları kültürlerin yiyecek tüketme niyetini ne yönde etkilediği belirlenmeye çalışılmıştır. Araştırmanın verileri Türkiye’nin üç farklı destinasyonunu ziyaret eden ve yerel yiyecekleri deneyimleyen yabancı turistlerden toplanmıştır. Bulgular incelendiğinde, teori kapsamında turistlerin tutum, öznel norm ve algılanan davranışsal kontrollerinin davranışsal niyetlerini etkilediği belirlenmiştir. Çalışmada moderatör değişken olarak belirlenen, gıda korkusu düzeyinin ve kültürün turistlerin davranışsal niyetleri üzerinde kısmen etkili olduğu belirlenmiştir. Bununla birlikte farklı kültürel özelliklerinde yiyecek tüketimine yönelik davranışsal niyetler üzerinde kısmen etkili olduğu tespit edilmiştir.

Anahtar Kelimeler

Yerel Yiyecek Tüketimi, Gıda Korkusu, Kültür, Planlı Davranış Teorisi

Kaynakça

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