The effects of the motivation of seeking diversity in street food on satisfaction: the case of Istanbul
Yıl 2024,
, 89 - 103, 30.06.2024
Sultan Uzut
Serhat Harman
Öz
This study was conducted to determine the effects of motivations (hedonic, utilitarian, and social motivations) that drive consumers to consume street delicacies as a form of culinary tourism product, as well as the impact of diversity-seeking motivation, on satisfaction. Analyses were conducted on a sample group of 416 individuals who had visited Istanbul engaged in at least one-night accommodation and consumed Istanbul's street delicacies. During the analysis, quantitative research methods were utilized to perform frequency tables for variables, factor analyses for scales, independent two-sample t-tests and one-way analysis of variance (ANOVA) for comparison. As a result of the analysis; it was seen that "snacks'' were the most preferred group while "unprocessed fruits and vegetables" were the least preferred among the Istanbul street delicacies that the participants frequently consume. It was concluded that "taste" was the highest motivational source that led the participants to consume street food, while "price" and "other (specify)" were the lowest. In addition, single participants were more likely to seek variety than married participants, participants' satisfaction with Istanbul street tastes was relatively high and the variables of satisfaction and diversity seeking in Istanbul street flavors were found to be in positive and weak relation. This situation can be interpreted as the diversity in Istanbul street delicacies is not fully sufficient to ensure consumer satisfaction.
Kaynakça
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Sokak lezzetlerinde çeşitlilik arayışı motivasyonunun memnuniyet üzerindeki etkisi: İstanbul örneği
Yıl 2024,
, 89 - 103, 30.06.2024
Sultan Uzut
Serhat Harman
Öz
Bu çalışma, tüketicileri gastronomik turizm ürünlerinden olan sokak lezzetlerini tüketmeye yönlendiren motivasyonların (hazcı/hedonik, faydacı/utilitaryan ve sosyal motivasyon) ve çeşitlilik arayışı motivasyonunun memnuniyet üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. İstanbul’u ziyaret ederek en az bir gece konaklama gerçekleştirmiş ve İstanbul sokak lezzetlerini tüketmiş 416 kişilik örneklem grubu üzerinden analizler gerçekleştirilmiştir. Analizler esnasında nicel araştırma yöntemlerinden faydalanılarak değişkenlere ilişkin, sıklık/frekans tabloları, ölçeklere ait faktör analizleri ile bağımsız çift örneklem t testi ve tek yönlü varyans analizleri (One Way Anova) gerçekleştirilmiştir. Analizler sonucunda; katılımcıların sıklıkla tükettikleri İstanbul sokak lezzetlerinden “atıştırmalıkların” en fazla tercih edilen grup olduğu, “işlenmemiş meyve ve sebzelerin” ise en az tercih edilen grup olduğu görülmüştür. Katılımcıları sokak lezzeti tüketmeye yönlendiren en yüksek motivasyon kaynağının “lezzet”, en düşük ise “fiyat” ve “diğer (belirtiniz)” olduğu sonuçlarına ulaşılmıştır. Ayrıca bekâr katılımcıların, evli katılımcılara göre daha fazla çeşitlilik arayışında oldukları ve katılımcıların İstanbul sokak lezzetlerine dair memnuniyetlerinin görece yüksek olduğu, İstanbul sokak lezzetleriyle ilgili memnuniyet ve çeşitlilik arayışı değişkenleri arasında pozitif yönlü ve zayıf seviyeli ilişki bulunduğu görülmüştür. Bu durum, İstanbul sokak lezzetlerindeki çeşitliliğin tüketici memnuniyetini sağlama noktasında tam anlamıyla yeterli kalmadığı şeklinde yorumlanabilir.
Etik Beyan
Makalede, veri toplama aşaması için etik kurulu izni, Mardin Artuklu Üniversitesi ve 09.02.2022 tarih/ 2-4 sayılı kurulun ilgili kararıyla alınmıştır. Karşıt bir durumun tespiti durumunda, TO&RE Dergisi herhangi bir sorumluluk taşımaz ve tüm sorumluluk çalışmanın yazar (ları)ına aittir.
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