THE EFFECT OF FOOD NEOPHOBIA ON CONSUMPTION INTENTION OF LOCAL FOOD: THE CASE OF ISTANBUL

Öz

This study aims to determine the effect of food neophobia on the intention to consume local foods among tourists visiting Istanbul. Additionally, the sub-objective of this study is to determine whether tourists' food neophobia and their intention to consume local foods differ according to demographic characteristics. Simple linear regression, Mann-Whitney U test and Kruskall Wallis H test analyses were implemented to achieve the objectives of the study. Data were collected through online and face-to-face surveys from tourists visiting Istanbul between January and February 2024. A total of 392 tourists participated, and the data were analyzed using SPSS 22.0 software. The results of the analyses indicate that tourists' food neophobia has a negative and significant effect on their intention to consume local foods. Additionally, it was found that food neophobia did not differ significantly according to demographic characteristics. Furthermore, a finding as the intention to consume local foods significantly differs by gender and the number of previous visits to Istanbul was obtained. Theoretical and practical recommendations were provided based on these study results.

Anahtar Kelimeler

• Food neophobia
• intention of local food consumption
• local food
• Istanbul

YİYECEK KORKUSUNUN YEREL YİYECEK TÜKETİM NİYETİNE ETKİSİ: İSTANBUL ÖRNEĞİ

Öz

Bu çalışmada, İstanbul’u ziyaret eden turistlerin yiyecek korkusunun yerel yiyecek tüketim niyetine etkisinin tespit edilmesi amaçlanmıştır. Ayrıca çalışmanın alt amacı, turistlerin yiyecek korkusu ve yerel yiyecek tüketim niyetinin demografik özelliklere göre farklılaşıp faklılaşmadığının belirlenmesidir. Çalışmanın amaçlarına ulaşabilmek için basit doğrusal regresyon, mann-whitney u-testi ve kruskall wallis h testi analizleri uygulanmıştır. Veriler 2024 yılının Ocak-Şubat ayları arasında İstanbul’u ziyaret eden turistlerden çevrimiçi ve yüz yüze anket yolu ile elde edilmiştir. Çalışma kapsamında 392 turiste ulaşılmış ve verilerin analizi SPSS 22.0 paket programı aracılığıyla gerçekleştirilmiştir. Çalışmada uygulanan analizler sonucunda, turistlerin yiyecek korkusunun yerel yiyecek tüketim niyeti üzerindeki etkisi negatif yönlü ve anlamlı olduğu tespit edilmiştir. Bununla birlikte turistlerin yiyecek korkusunun demografik özelliklere göre istatistiksel açıdan anlamlı olarak farklılaşmadığı belirlenmiştir. Ayrıca turistlerin yerel yiyecek tüketim niyetinin cinsiyet ve İstanbul’a geliş sayısına göre istatistiksel açıdan anlamlı olarak farklılaştığı sonucu elde edilmiştir. Çalışma sonuçları doğrultusunda teorik ve uygulamaya yönelik öneriler sunulmuştur.

Anahtar Kelimeler

• Yiyecek korkusu
• yerel yiyecek tüketim niyeti
• İstanbul
• yerel yiyecek

Kaynakça

1. Aaker, D. A., Kumar, V. & Day, G. S. (2007). Marketing research. 9.baskı, Danvers: John Wiley & Sons.
2. Andersson, T. D., Mossberg, L., & Therkelsen, A. (2017). Food and tourism synergies: perspectives on consumption, production and destination development. Scandinavian Journal of Hospitality and Tourism, 17(1), 1-8. doi: 10.1080/15022250.2016.1275290.
3. Arvola A, Lahteenmaki, L., & Tuorila, H. (1999). Predicting the intent to purchase unfamiliar and familiar cheeses: the effects of attitudes, expected liking and food neophobia. Appetite, 32(1), 113–126.
4. Asperin, A. E., Phillips, W. J., & Wolfe, K. (2011). Exploring food neophobia and perceptions of ethnic foods: The case of Chinese and Thai cuisines. Colorado USA: University of Massachusetts Amherst.
5. Balıkçıoğlu Dedeoğlu, S., Eren, D., Sahin Percin, N., & Aydin, Ş. (2022). Do tourists’ responsible behaviors shape their local food consumption intentions? An examination via the theory of planned behavior. International Journal of Contemporary Hospitality Management, 34(12), 4539-4561. doi: 10.1108/IJCHM-05-2021-0579.
6. Beltran, J. J., Lopez-Guzman, T., & Santa-Cruz, F. G. (2016). Gastronomy and tourism: profile and motivation of international tourism in the city of Córdoba, Spain. Journal of Culinary Science & Technology, 14(4), 347-362. doi: 10.1080/15428052.2016.1160017.
7. Bon, M., & Hussain, M. (2010). Chapter 4 halal. In Tourism in the Muslim world (ss. 47-59). Emerald Group Publishing Limited.
8. Can, A. (2013). SPSS ile Bilimsel Araştırma Sürecinde Nicel Veri Analizi. 1.baskı, Ankara: Pegem Akademi Yayınları.

9. Chang, R. C., Kivela, J., & Mak, A. H. (2011). Attributes that influence the evaluation of travel dining experience: When East meets West. Tourism Management, 32(2), 307-316. doi: 10.1016/j.tourman.2010.02.009.
10. Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10. doi: 10.1016/j.ijhm.2017.11.007.
11. Choi, J. (2016). Consumer impulse buying of food at festivals and events: understanding the role of sensory cues, Ph. D. Thesis, Kanada: Kansas State University, Department of Hospitality Management.
12. Choi, J., & Jeon, H. H. (2020). Are all Asian tourists the same? Chinese versus Japanese dining satisfaction. British Food Journal, 122(11), 3529-3545. doi: 10.1108/BFJ-06-2019-0454.
13. Chung, S. J., & Vickers, Z. (2007). Long-term acceptability and choice of teas differing in sweetness. Food Quality and Preference, 18(7), 963-974. doi: 10.1016/j.foodqual.2007.03.011.
14. Cohen, E., & Avieli, N. (2004). Food in tourism: attraction and impediment. Annals of Tourism Research, 31(4), 755-778. doi: 10.1016/j.annals.2004.02.003.
15. Cooke, L. J., Haworth, C. M., & Wardle, J. (2007). Genetic and environmental influences on children’s food neophobia. The American Journal of Clinical Nutrition, 86(2), 428-433. doi: 10.1093/ajcn/86.2.428.
16. Daries, R. N., Cristobal-Fransi, E., Ferrer-Rossell, B., & Marine-Roig, E. (2018). Behaviour of culinary tourists: a segmentation study of diners at top-level restaurants. Intangible Capital, 14(2), 332-355. doi: 10.3926/ic.1090.
17. Dimitrovski, D., & Crespi-Vallbona, M. (2017). Role of food neophilia in food market tourists’ motivational construct: The case of La Boqueria in Barcelona, Spain. Journal of Travel and Tourism Marketing, 34(4), 475-487. doi: 10.1080/10548408.2016.1193100.
18. Eertmans, A., Victoir, A., Vansant, G., & Van den Bergh, O. (2005). Food-Related Personality Traits, Food Choice Motives and Food Intake: Mediator and Moderator Relationships. Food Quality and Preference 16(8), 714-726. doi: 10.1016/j.foodqual.2005.04.007.
19. Euromonitor International. (2023). Euromonitor international’s report reveals world’s Top 100 City Destination for 2023. https://www.euromonitor.com/press/press-releases/dec-2023/euromonitor-internationals-report-reveals-worlds-top-100-city-destinations-for-2023.
20. Fanelli, R. M., & Di Nocera, A. (2018). Customer perceptions of Japanese food in Italy. Journal of Ethnic Foods, 5(1), 167-176. doi: 10.1016/j.jef.2018.07.001.
21. Fields, K. (2002). ‘‘Demand for the gastronomy tourism products: motivational factors’’, In Tourism and Gastronomy (Ed. Anne-Mette Hjalager, Greg Richards), Routledge, London, 36-50.
22. Frewer, L. J. (2012). ‘‘Risk perception, communication and food safety’’, In Strategies for Achieving Food Security in Central Asia (Ed. Hami Alpas, Madeleine Smith, Asylbek Kulmyrzaev), Springer Netherlands, 123-131.
23. Getz, D., Robinson, R., Andersson, T. D., & Vujicic, S. (2014). Foodies and Food Tourism. Oxford: Goodfellow.
24. Gonzalez, A. F., Curtis, C., Washburn, I. J., & Shirsat, A. R. (2020). Factors in Tourists’ Food Decision Processes: A US-based case study. Journal of Tourism Analysis: Revista de Análisis Turístico, 27(1), 2-19. doi: 10.1108/JTA-01-2019-0002.
25. Goolaup, S., & Mossberg, L. (2017). Exploring the concept of extraordinary related to food tourists' nature-based experience. Scandinavian Journal of Hospitality and Tourism, 17(1), 27–43. doi: 10.1080/15022250.2016.1218150.
26. Gündoğan, H. (2022). Çeşitlilik arayışı, yiyecek korkusu ve yiyecek tüketim motivasyonunun turistlerin yerel yiyecek satın alma niyetine etkisi: İstanbul örneği. (Yayınlanmamış) Doktora Tezi, Konya: Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü.
27. Hartmann C., & Siegrist, M. (2017). Insects as food: Perception and acceptance. Findings from current research. Ernahrungs Umschau 64(3), 44–50.
28. Hashemi, S., Mohammed, H. J., Kiumarsi, S., Kee, D. M. H., & Anarestani, B. B. (2021). Destinations food image and food neophobia on behavioral intentions: culinary tourist behavior in Malaysia. Journal of International Food & Agribusiness Marketing, 35(1), 66-87. doi: 10.1080/08974438.2021.1943101.
29. Herman, C. P., Polivy, J., Pliner, P., & Vartanian, L.R. (2019). Social Influences on Eating, Switzerland: Springer Nature. Hsu, F. C., Robinson, R. N., & Scott, N. (2018). Traditional food consumption behaviour: The case of Taiwan. Tourism Recreation Research, 43(4), 456-469. doi: 10.1080/02508281.2018.1475879.
30. Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: Mediating effect of purchase attitude and moderating effect of food neophobia. Food Quality and Preference, 73, 266-275. doi: 10.1016/j.foodqual.2018.11.001.
31. Hussain, K., Abbasi, A. Z., Rasoolimanesh, S. M., Schultz, C. D., Ting, D. H., & Ali, F. (2023). Local food consumption values and attitude formation: the moderating effect of food neophilia and neophobia. Journal of Hospitality and Tourism Insights, 6(2), 464-491. doi: 10.1108/JHTI-08-2021-0214.
32. Ignatov, E., & Smith, S. (2006). Segmenting Canadian culinary tourists. Current Issues in Tourism, 9(3), 235–255. doi: 10.2167/cit/229.0.
33. İstanbul İl Kültür ve Turizm Müdürlüğü. (2023). İstanbul Turizm İstatistikleri Raporu Aralık – 2023. https://istanbul.ktb.gov.tr/Eklenti/120761,aralik-2023-turizm-istatistik-raporupdf.pdf?0
34. Ji, M., Wong, I. A., Eves, A., & Scarles, C. (2016). Food-related personality traits and the moderating role of novelty-seeking in food satisfaction and travel outcomes. Tourism Management, 57, 387-396. doi: 10.1016/j.tourman.2016.06.003.
35. Kashif, U., Hong, C., Naseem, S., Khan, W. A., Akram, M. W., Rehman, K. U., & Andleeb, S. (2023). Assessment of millennial organic food consumption and moderating role of food neophobia in Pakistan. Current Psychology, 42(2), 1504-1515.
36. Kim, Y. G., & Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism management, 33(6), 1458-1467. doi: 10.1016/j.tourman.2012.01.015.
37. Kim, Y. G., Eves, A., & 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.2008.11.005.
38. Kim, Y. G., Eves, A., & Scarles, C. (2013). Empirical verification of a conceptual model of local food consumption at a tourist destination. International Journal of Hospitality Management, 33, 484-489. doi: 10.1016/j.ijhm.2012.06.005.
39. Kivela, J., & Crotts, J. C. (2005). Gastronomy tourism: A meaningful travel market segment. Journal of Culinary Science & Tourism, 4(2-3), 39-55. doi: 10.1300/J385v04n02_03.
40. Kudo, K. (2008). Role of food neophobia, food attitudes and written ınformatıon on the acceptance of novel fish products: A cross-cultural study. Ph. D. Thesis, Portland: Portland State University.
41. Lafraire, J., Rioux, C., Giboreau, A., & Picard, D. (2016). Food rejections in children: cognitive and social/environmental factors ınvolved in food neophobia and picky/fussy eating behavior. Appetite, 96, 347-357. doi: 10.1016/j.appet.2015.09.008.
42. Laksiri, W. M. (2019). Sri Lankan food in tourism experience: neophobia, food quality perception and food experience linkages. Global Review of Research in Tourism, Hospitality and Leisure Management, An Online International Research Journal, 5(1), 648-662.
43. Lin, J. (2017). Food consumption of Chinese outbound tourists in Spain, Ph. D. Thesis, Spain: University of Girona.
44. Lin, J., Cui, Q., Xu, H., & Guia, J. (2022). Health and local food consumption in cross-cultural tourism mobility: An assemblage approach. Tourism Geographies, 24(6-7), 1103-1122. doi: 10.1080/14616688.2020.1867887.
45. Liu, B., Kan, X. L., & Chen, Z. (2017). Research on the tourist food consumption: A case study of Chengdu. Human Geography, 32(2), 23-29.
46. Lopez-Guzman, T., Serrano Lopez, A. L., Perez Galvez, J. C., & Carpio Alvarez, S. D. (2017). Food motivations in a tourist destination: North American tourists visiting the city of Cuenca, Ecuador. Journal of International Food and Agribusiness Marketing, 29(4), 308-327. doi: 10.1080/08974438.2017.1350243.
47. Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31, 928-936. doi: 10.1016/j.ijhm.2011.10.012.
48. Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2017). The effects of food-related personality traits on tourist food consumption motivations. Asia Pacific Journal of Tourism Research, 22(1), 1-20. doi: 10.1080/10941665.2016.1175488.
49. Martinez, A. F. G. (2015). Food in tourism: Exploring inherent influential factors in food decision processes of travelers. Ph. D. Thesis, Oklahoma: Oklahoma State University, Faculty of the Graduate College of Human Sciences, Stillwater.
50. McFarlane, T., & Pliner, P. (1997). Increasing willingness to taste novel foods: effects of nutrition and taste ınformation. Appetite, 28, 227-238.
51. Meiselman H. L., King, S. C., & Gillette, M. (2010) The demographics of neophobia in a large commercial US sample. Food quality and preference, 21(7), 893–897. doi: 10.1016/j.foodqual.2010.05.009.
52. Okumuş, B., Okumuş, F. & McKercher, B. (2007). Incorporating local and ınternational cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28, 253-261. doi: 10.1016/j.tourman.2005.12.020.
53. Onozaka, Y., Nurse, G., & McFadden, D. T. (2010). Local food consumers: how motivations and perceptions translate to buying behavior. Choices: The Magazine of Food, Farm and Resource Issues, 25(1), 1-6.
54. Pauperio, A., Severo, M., Lopes, C., Moreira, P., Cooke, L., & Oliveira, A. (2014). Could the food neophobia scale be adapted to pregnant women? A confirmatory factor analysis in a Portuguese sample. Appetite, 75, 110-116. doi: 10.1016/j.appet.2013.12.023.
55. Payini, V., Ramaprasad, B. S., Mallya, J., Sanil, M., & Patwardhan, V. (2020). The relationship between food neophobia, domain-specific innovativeness, and food festival revisit intentions: A structural equation modeling approach. British Food Journal, 122(6), 1849-1868. doi: 10.1108/BFJ-08-2018-0563.
56. Pizam, A., & Sussmann, S. (1995). Does nationality affect tourist behavior?. Annals of Tourism Research, 22(4), 901-917.
57. Pliner, P., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans, Appetite, 19(2), 105-120.
58. Pliner, P., & Salvy, S. J. (2006). Food neophobia in humans. In The Psychology of Food Choice (ss. 75-92), 1. Edition. Biddles Ltd, King’s Lynn.
59. Pourfakhimi, S., Nadim, Z., Prayag, G., & Mulcahy, R. (2021). The influence of neophobia and enduring food involvement on travelers’ perceptions of wellbeing: Evidence from ınternational visitors to Iran. International Journal of Tourism Research, 23(2), 178-191. doi: 10.1002/jtr.2391.
60. Promsivapallop, P., & Kannaovakun, P. (2020). Factors ınfluencing tourists’ destination food consumption and satisfaction: A cross-cultural analysis. Asia-Pacific Social Science Review, 20(2), 87-105.
61. Richards, G. (2015). Evolving gastronomic experiences: From food to foodies to foodscapes. Journal of Gastronomy and Tourism, 1(1), 5-17.
62. Ritchey, P. N., Frank, R. A., Hursti, U. K., & Tuorila, H. (2003). Validation and cross-national comparison of the food neophobia scale (FNS) using confirmatory factor analysis. Appetite, 40(2), 163-173. doi: 10.1016/S0195-6663(02)00134-4.
63. Rozin, P., (2006). The integration of biological, social, cultural and psychological influences on food choice. The Psychology of Food Choice, 3, 19-39.
64. Santos, J. A. C., Santos, M. C., Pereira, L. N., Richards, G. & Caiado, L. (2020). Local food and changes in tourist eating habits in a sun-and-sea destination: a segmentation approach. International Journal of Contemporary Hospitality Management, 32(11), 3501-3521. doi: 10.1108/IJCHM-04-2020-0302.
65. Schnettler, B., Crisóstomo, G., Sepúlveda, J., Mora, M., Lobos, G., Miranda, H., & Grunert, K. G. (2013). Food neophobia, nanotechnology and satisfaction with life. Appetite, 69, 71-79. doi: 10.1016/j.appet.2013.05.014.
66. Seo, S., Kim, O. Y., Oh, S., & Yun, N. (2013). Influence of information and experiential familiarity on image of local foods. International Journal of Hospitality Management, 34, 295-308. doi: 10.1016/j.ijhm.2013.04.008.
67. Shenoy, S. S. (2005). Food tourism and the culinary tourist. Master's Thesis, South Carolina: Clemon University.
68. Siegrist, M., Christina, H., & Keller, C. (2013). Antecedents of food neophobia and its association with eating behavior and food choices. Food Quality and Preference, 30, 293–298. doi: 10.1016/j.foodqual.2013.06.013.
69. Silkes C. A. (2012). Farmers’ markets: A case for culinary tourism. Journal of Culinary Science & Technology, 10, 326-336. doi: 10.1080/15428052.2012.733177.
70. Sims, R. (2009). Food, place and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321-336. doi: 10.1080/09669580802359293.
71. Sthapit, E. (2017). Exploring tourists’ memorable food experiences: A study of visitors to Santa’s official hometown. Anatolia, 28(3), 404-421. doi: 10.1080/13032917.2017.1328607.
72. Sthapit, E., Piramanayayagam, S., & Björk, P. (2020). Tourists’ motivations, emotions, and memorable local food experiences. Journal of Gastronomy and Tourism, 5, 17-32. doi: 10.3727/216929720X15968961037881.
73. Stoica, M., & Alexe, P. (2016). Factors ınfluencing food neophobia: A brief review. Journal of Research on Trade, Management and Economic Development, 3(2), 35-41.
74. Sundbo, D. I. C. (2013). Local food: The social construction of a concept. Acta Agriculturae Scandinavica, Section B-Soil & Plant Science, 63, 66-77. doi: 10.1080/09064710.2013.794857.
75. Suntikul, W., Pratt, S., & Chong, Y. W. J. (2020). Factors that influence Chinese outbound tourists’ intention to consume local food. Journal of China Tourism Research, 16(2), 230-247. doi: 10.1080/19388160.2019.1625841.
76. Tikkanen, I. (2007). Maslow's hierarchy and food tourism in Finland: Five cases. British Food Journal, 109(9), 721-734. doi: 10.1108/00070700710780698.
77. Timothy, D. J., & Ron, A. S. (2013). Understanding heritage cuisines and tourism: Identity, image, authenticity, and change. Journal of Heritage Tourism, 8(2-3), 99-104. doi: 10.1080/1743873X.2013.767818.
78. Ting, H., De Run, E. C., Cheah, J. H., & Chuah, F. (2016). Food neophobia and ethnic food consumption intention: An extension of the theory of planned behaviour. British Food Journal, 118(11), 2781-2797. doi: 10.1108/BFJ-12-2015-0492.
79. Tomassini, L., Staffieri, S., & Cavagnaro, E. (2021). Local food consumption and practice theory: A case study on guests’ motivations and understanding. Research in Hospitality Management, 11(2), 93-100.
80. Torres, R. (2002). Toward a better understanding of tourism and agriculture linkages in the Yucatan: Tourist food consumption and preferences. Tourism Geographies, 4(3), 282–306. doi: 10.1080/14616680210147436.
81. Trivette, S. A. (2015). How local is? Determining the boundaries of local food in practice. Agriculture and Human Values, 32, 475-490.
82. Tsai, C. T. (2016). Memorable tourist experiences and place attachment when consuming local food. International Journal of Tourism Research, 18(6), 536-548. doi: 10.1002/jtr.2070.
83. Verbeke, W. (2015). Profiling consumers who are ready to adopt insects as a meat substitute in a Western society. Food Quality and Preference, 39, 147–155. doi: 10.1016/j.foodqual.2014.07.008.
84. Wadolowska, L., Babicz-Zielinska, E., & Czarnocinska, J. (2008). Food choice models and their relation with food preferences and eating frequency in the Polish population: POFPRES study. Food Policy, 33(2), 122-134. doi: 10.1016/j.foodpol.2007.08.001.
85. Wolff, K., & Larsen, S. (2019). Are food-neophobic tourists avoiding destinations? Annals of Tourism Research, 76, 346-349. doi: 10.1016/j.annals.2018.10.010.
86. Wu, K., Raab, C., Chang, W., & Krishen, A. (2016). Understanding Chinese tourists' food consumption in the United States. Journal of Business Research, 69(10), 4706-4713. doi: 10.1016/j.jbusres.2016.04.018.
87. Yılmaz, G. (2021). Gastronomik deneyim, yiyecek imajı ve otantizmin turistlerin yerel yiyecek tüketim niyetine etkisi: yiyecek korkusunun düzenleyici rolü. (Yayınlanmamış) Doktora Tezi, Antalya: Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü.