Masstige Algısının Gastronomik Deneyim, Destinasyon Marka Sevgisi ve Destinasyon Savunuculuğu ile İlişkisi: Gaziantep Örneği

Öz

Bu çalışma, masstige kuramı çerçevesinde masstige tüketim algısının gastronomik deneyim kalitesi üzerindeki etkisini ve bu ilişkide yiyecekle ilgilenimin rolünü incelemeyi amaçlamaktadır. Ayrıca bu değişkenlerin ödeme istekliliği ve destinasyon marka savunuculuğu üzerindeki etkileri analiz edilmiştir. Araştırma, Gaziantep’i ziyaret eden yerli turistlerden elde edilen veriler kullanılarak nicel araştırma yöntemi kapsamında gerçekleştirilmiştir. Araştırmanın birincil verileri yapılandırılmış bir anket aracılığıyla toplanmış ve değişkenler arasındaki ilişkiler Yapısal Eşitlik Modellemesi (SEM) kullanılarak analiz edilmiştir. Analiz sonuçları, masstige tüketim algısının gastronomik deneyim kalitesini ve yiyecekle ilgilenimi anlamlı ve olumlu yönde etkilediğini göstermektedir. Ayrıca gastronomik deneyim kalitesinin destinasyon marka sevgisini artırdığı; destinasyon marka sevgisinin ise destinasyon savunuculuğunu ve destinasyon için daha fazla ödeme istekliliğini pozitif yönde etkilediğini belirlemiştir. Araştırma, masstige tüketim kuramını gastronomi turizmi perspektifinde ele alarak bu alandaki literatüre katkı sağlamakta ve gastronomik deneyimlerin turistlerin duygusal bağlılığı ile davranışsal niyetlerinin şekillenmesindeki önemini ortaya koymaktadır. Araştırma bulguları, destinasyon yöneticileri ve planlamacılarına gastronomi odaklı destinasyon pazarlanması ve sürdürülebilir rekabet avantajı sağlamaları konusunda önemli çıkarımlar sunarken, masstige kuramının gastronomi turizmi bağlamında geliştirilmesine yönelik araştırmalara katkı sağlamaktadır.

Anahtar Kelimeler

• destinasyon marka sevgisi
• destinasyon savunuculuğu
• gastronomik deneyim
• masstige tüketim algısı
• ödeme istekliliği

Destekleyen Kurum

Finansal destek bulunmamaktadır.

Etik Beyan

Bu çalışma, bilimsel araştırma ve yayın etiği ilkelerine uygun olarak gerçekleştirilmiştir. Araştırma kapsamında kullanılan veriler, Gaziantep'i ziyaret eden yerli turistlerden gönüllülük esasına dayalı olarak toplanmıştır. Katılımcılara araştırmanın amacı hakkında gerekli bilgilendirme yapılmış, araştırmaya katılımın tamamen gönüllülük esasına dayandığı belirtilmiş ve elde edilen verilerin yalnızca bilimsel amaçlarla kullanılacağı güvence altına alınmıştır. Araştırma sürecinde katılımcıların kimlik bilgileri toplanmamış, gizlilik ve anonimlik ilkelerine titizlikle uyulmuştur. Yazar, bu çalışmanın hazırlanması ve yayımlanması sürecinde bilimsel etik kurallara uygun hareket edildiğini beyan etmektedir.

Teşekkür

Teşekkür edilecek kişi veya kurum bulunmamaktadır.

The Relationship Between Masstige Perception, Gastronomic Experience, Destination Brand Love, and Destination Advocacy: The Case of Gaziantep

Öz

This study aims to examine the effect of perceived masstige consumption on gastronomic experience quality within the framework of masstige theory and to investigate the role of food involvement in this relationship. In addition, the effects of these variables on willingness to pay and destination brand advocacy were analyzed. The study was conducted using a quantitative research method based on data collected from domestic tourists visiting Gaziantep. Primary data were gathered through a structured questionnaire, and the relationships among the variables were analyzed using Structural Equation Modeling (SEM). The results of the analysis indicate that perceived masstige consumption has a significant and positive effect on gastronomic experience quality and food involvement. Furthermore, gastronomic experience quality was found to enhance destination brand love, while destination brand love positively influences destination brand advocacy and willingness to pay more for the destination. The study contributes to the literature by addressing masstige theory from the perspective of gastronomic tourism and highlighting the importance of gastronomic experiences in shaping tourists' emotional attachment and behavioral intentions. The findings provide important implications for destination managers and planners in developing gastronomy-oriented destination marketing strategies and achieving sustainable competitive advantage, while also contributing to future research on the development of masstige theory within the context of gastronomic tourism.

Anahtar Kelimeler

• destination brand advocacy
• destination brand love
• gastronomic experience
• perceived masstige consumption
• willingness to pay

Destekleyen Kurum

There is no financial support available.

Etik Beyan

This study was conducted in accordance with the principles of research and publication ethics. The data used in the study were collected from domestic tourists visiting Gaziantep on a voluntary basis. Participants were informed about the purpose of the research, and it was clearly stated that their participation was entirely voluntary. They were also assured that the collected data would be used solely for scientific purposes. No personally identifiable information was collected during the research process, and the principles of confidentiality and anonymity were strictly observed. The author declares that all stages of the preparation and publication of this study were carried out in compliance with the principles of scientific research ethics.

Teşekkür

There is no individual or institution to thank.

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