Gastronomik Deneyimsel Değerlerin Tekrar Ziyaret Niyetine Etkisi: Eskişehir Örneği

Öz

Bu araştırmanın amacı, Eskişehir’i ziyaret eden turistlerin gastronomik deneyimsel değerlerinin tekrar ziyaret niyetine etkisini belirlemeye çalışmaktır. Bu kapsamda araştırmada nicel araştırma yöntemlerinden biri olan anket tekniği kullanılmıştır. Veriler Eskişehir’i ziyaret eden 399 yerli turistten anket tekniğiyle toplanmıştır. Toplanan veriler demografik analizler, geçerlilik güvenirlik, açıklayıcı faktör analizi (AFA), doğrulayıcı faktör analizi (DFA) ve yapısal eşitlik modellemesi (YEM) analizlerine tabi tutulmuştur. Analiz sonuçları, yerli turistlerin Eskişehir ile ilgili bilgiye sosyal medya aracılığıyla ulaştığı, en çok ziyaret ettikleri yerlerin sokak yemekleri, yerel lokantalar ve fast food restoranlar olduğu ve bireysel seyahat tercih ettikleri bulgusuna ulaşılmıştır. Hipotezlere ilişkin bulgulara bakıldığında, epistemik değer, sağlık değeri ve fiyat değerinin tekrar ziyaret niyeti üzerinde etkisi desteklenmiş olup duygusal değer, etkileşim değeri, tat-kalite ve prestij değerinin desteklenmediği tespit edilmiştir.

Anahtar Kelimeler

• Gastronomi
• Gastronomik Deneyim
• Deneyimsel Değer
• Tekrar Ziyaret Niyeti.

THE EFFECT OF GASTRONOMIC EXPERIENTIAL VALUES ON REVISIT INTENTION: THE CASE OF ESKIŞEHIR

Abstract

The aim of this research is to try to determine the effect of gastronomic experiential values of tourists visiting Eskişehir on their intention to revisit. In this context, the survey technique, which is one of the quantitative research methods, was used in the research. The data were collected from 399 domestic tourists visiting Eskişehir by survey technique. The collected data were subjected to demographic analysis, validity and reliability, explanatory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results of the analysis revealed that local tourists reach information about Eskişehir through social media, the places they visit the most are street food, local restaurants and fast food restaurants, and they prefer individual travel. Considering the findings related to the hypotheses, the effect of epistemic value, health value and price value on revisit intention was supported, but it was determined that emotional value, interaction value, taste-quality and prestige values were not supported.

Keywords

• Gastronomy
• Gastronomic experience
• Experiential Value
• Intention to Visit Again

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