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The effects of the motivation of seeking diversity in street food on satisfaction: the case of Istanbul

Yıl 2024, Cilt: 6 Sayı: 1, 89 - 103, 30.06.2024
https://doi.org/10.53601/tourismandrecreation.1431971

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, Cilt: 6 Sayı: 1, 89 - 103, 30.06.2024
https://doi.org/10.53601/tourismandrecreation.1431971

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.

Destekleyen Kurum

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Teşekkür

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Kaynakça

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  • Mensah, J. O., Aidoo, R. & Teye, A. N. (2013). Analysis of street food consumption across various income groups in the Kumasi Metropolis of Ghana. International Review of Management And Business Research, 2(4), 951-961.
  • Neredekal (2021, Ekim). Dışarıda Yemek Yemenin Tadı Başka İstanbul’un Enfes Sokak Lezzetleri, https://www.neredekal.com/blog/disarida-yemenin-tadi-baska-istanbulun-enfes-sokak lezzetleri/, Erişim Tarihi: 03 Ekim 2021.
  • Nield, K., Kozak M. & LeGrys G. (2000). The role of food service in tourist satisfaction. Hospitality Management, 19(4), 375-384. https://doi.org/10.1016/S0278-4319(00)00037-2.
  • Ölmez, Z. D. (2017). Gastronomi Turizminde Yerli Ziyaretçilerin Yöresel Yiyeceklere Yönelik Gastronomi Turizminde Yerli Ziyaretçilerin Yöresel Yiyeceklere Yönelik Unutulmaz Deneyimlerinin Davranışsal Niyetleri Üzerine Etkisi: Seferihisar Örneği. Yayımlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği ABD, Balıkesir.
  • Öztürk Fidan, İ. (2017). Hedonizmden püritanizme: Eğitim felsefesine ilişkin bir değerlendirme. Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 5(3), 598-621. https://doi.org/10.18506/anemon.293190.
  • Perez-Villarreal, H. H., Martínez-Ruiz, M. P., Izquierdo-Yusta, A. & Gomez-Canto, C. M. (2020). Food values, benefits and their influence on attitudes and purchase intention: Evidence obtained at fast-food hamburger restaurants. Sustainability, 12(18), 7749. https://doi.org/10.3390/su12187749.
  • Pilioo (2021, Ekim). İstanbul Sokak Lezzetleri, http://www.pilioo.com/2019/01/25/istanbul-sokak-lezzetleri/, Erişim Tarihi: 03 Ekim 2021.
  • Pizam, A., Neumann, Y. & Reichel, A. (1978). Dimensions of tourist satisfaction with a destination area. Annals of Tourism Research, 5(3), 314-322. https://doi.org/10.1016/0160-7383(78)90115-9.
  • Richards, G. (2014, November). The role of gastronomy in tourism development. In Presentation to the Fourth International Congress on Noble Houses: A Heritage for the Future, Arcos de Valdevez, Portugal, 27 Nov 2014- 29 Nov 2014 (pp. 27-29).
  • Rimmington, M. & Yüksel, A. (1998). Tourist satisfaction and food service experience: Results and implications of an empirical investigation. Anatolia, 9(1), 37-57. https://doi.org/10.1080/13032917.1998.9686958.
  • Rishad, R. H., Raju, V. & Kassim, R. N. M. (2019) Factor influencing consumers’ satisfaction towards Malaysian street food: Special emphasis on international tourists’ emotion. South East Asia Journal of Contemporary Business, Economics and Law, 18(2), 22-30.
  • Rozin, P. (2005). The meaning of food in our lives: A cross-cultural perspective on eating and well-being. Journal of Nutrition Education and Behavior, 37(2), 107-112. https://doi.org/10.1016/S1499-4046(06)60209-1.
  • Sabeetha, S., Hasimah, H. A., Bari, S. S. A., Dayana, A., & Faizal, A. S. (2021). Preliminary study of Malaysian street food acceptance in Thailand. Journal of Islamic, Social, Economics and Development, 6(35), 1-8.
  • Santich, B. (2004). The study of gastronomy and its relevance to hospitality education and training. International journal of hospitality management, 23(1), 15-24. https://doi.org/10.1016/S0278-4319(03)00069-0.
  • Sekaran, U. (2003). Research Methods For Business: A Skill Building Approach. John Wiley & Sons. United Kingdom.
  • Seyitoğlu, F., & Ivanov, S. (2020). A conceptual study of the strategic role of gastronomy in tourism destinations. International Journal of Gastronomy and Food Science, 21, 100230. https://doi.org/10.1016/j.ijgfs.2020.100230.
  • Solunoğlu, A. (2018). Sokak Lezzetlerine İlişkin Tüketici Tercihleri: Gaziantep Örneği. Yayımlanmamış Doktora Tezi, Gazi Üniversitesi, Sosyal Bilimler Enstitüsü, Gastronomi ve Mutfak Sanatları Ana Bilim Dalı, Ankara.
  • Solunoğlu, A. & Nazik, M. H. (2018). Sokak lezzetlerine ilişkin tüketici tercihleri: Gaziantep örneği. Journal of Tourism and Gastronomy Studies, 6(3), 40-59. https://doi.org/10.21325/jotags.2018.271.
  • Steyn, N. P., Labadarios, D. & Nel, J. H. (2011). Factors which influence the consumption of street foods and fast foods in south Africa-a national survey. Nutrition Journal, 10(104), 1-10. https://doi.org/10.1186/1475-2891-10-104.
  • Şanlıer, N., Sezgin, A. C., Şahin, G. & Yassıbas, E. (Mayıs, 2018). A study about the young consumers' consumption behaviors of street foods. Ciencia & Saude Coletiva, 23(5), 1647-1656. https://doi.org/10.1590/1413-81232018235.17392016.
  • Tabachnick, B. G., Fidell, L. S. & Ullman, J.B. (2007). Using Multivariate Statistics. Boston, MA: Pearson.
  • Tauber, E. M. (1972). Why do people shop?. Journal of Marketing, 36(4), 46-49. https://doi.org/10.2307/1250426.
  • Tikkanen, I. (2007). “Maslow´s hierarchy and food tourist in Finland: Five cases”. British Food Journal, 109(9), 721-734. https://doi.org/10.1108/00070700710780698.
  • Tinker, I. (2003). “Street foods: Traditional microenterprise in a modernizing world”. International Journal of Politics, Culture And Society, 16(3), 331-349. https://doi.org/10.1023/A:1022300210762.
  • Tremglobal (2021, Ekim). Street Delicacies of Istanbul, https://www.tremglobal.com/tr/articles/street_delicacies_of_istanbul, Erişim Tarihi: 03 Ekim 2021.
  • Turizmgunlugu (2021, Ekim). İstanbul’un Olmazsa Olmazı 15 Sokak Lezzeti, https://www.turizmgunlugu.com/2020/11/13/istanbul-sokak-lezzetleri/, Erişim Tarihi: 03 Ekim 2021.
  • Tursab (2021, Ocak). Ziyaretçi Sayıları, https://www.tursab.org.tr/ziyaretci-sayilari/ziyaretci-sayilari-2021, Erişim Tarihi: 30 Ocak 2022.
  • Tiwari, M., Himanshu, M. & Gupta, M. Y. (2021). Ramification of online advertisements & hedonic value via social media platform on impulse buying for Indian street food. Journal of Content, Community & Communication, 14(7), 188-196. https://doi.org/10.31620/JCCC.12.21/15.
  • Unurlu, Ç. (2020). Evaluation of touristic expectations in terms of push and pull strategies. Social Sciences Research Journal, 9(4), 95-108.
  • Ünal, S. (2009). Tüketicileri hedonik alışverişe yönelten nedenler üzerine Erzurum’da bir araştırma. Öneri Dergisi, 8(32), 73-83.
  • Van Steenburg, E. & Spears, N. (2011). Understanding the relationship between brand loyalty, the prevailing economic environment and optimum stimulation level. Journal of Brand Management, 18(8), 597-610. https://doi.org/10.1057/bm.2011.2.
  • Van Trijp, H. C. M. & Steenkamp, J. B. E. (1992). Consumers' variety seeking tendency with respect to foods: Measurement and managerial implications. European Review of Agricultural Economics, 19(2), 181-195. https://doi.org/10.1093/erae/19.2.181.
  • Van’t Riet, H., den Hartog, A. P., Mwangi, A. M., Mwadime, R. K., Foeken, D. W. & van Staveren, W. A. (2001). The role of street foods in the dietary pattern of two low-income groups in Nairobi. European Journal of Clinical Nutrition, 55(7), 562-570. https://doi.org/10.1038/sj.ejcn.1601183.
  • Vdocuments (2021, Ekim). İstanbul arka sokak lezzetleri, https://vdocuments.site/istanbul-arka-sokak-lezzetleri-55849bc96969f.html, Erişim Tarihi: 03 Ekim 2021.
  • Yemek (2021, Ekim). İstanbul'un Dünyanın En Gurme Şehri Olduğuna Kanıt 20 Sokak Lezzeti, https://yemek.com/istanbul-sokak-yemekleri/, Erişim Tarihi: 03 Ekim 2021.
  • Yıldırım, Ö. & Albayrak, A. (2019). Yabancı turistlerin İstanbul sokak yemeklerini değerlendirmeleri üzerine bir çalışma. Journal of Tourism And Gastronomy Studies, 7(2), 1077-1092. https://doi.org/10.21325/jotags.2019.409.
  • Yigm (2021, Kasım). Turizm İstatistikleri, https://yigm.ktb.gov.tr/Eklenti/81939,3103turizmistatistikleri2020-4pdf.pdf?0, Erişim Tarihi: 11 Kasım 2021.
  • Yoshida, M., James, J. D., & Cronin, J. J. (2013). Value creation: Assessing the relationships between quality, consumption value and behavioural intentions at sporting events. International Journal of Sports Marketing and Sponsorship, 14(2), 126-148. https://doi.org/10.1108/IJSMS-14-02-2013-B005.
  • Yusuf, M. (2017). Measuring tourist’s motivations for consuming local Angkringan street food in Yogyakarta, Indonesia. Journal of Indonesian Tourism and Development Studies, 5(2), 65-72. https://doi.org/10.21776/ub.jitode.2017.005.02.01.
  • Zainal, A., Zali, A. N. & Kassim, M. N. (2010). Malaysian gastronomy routes as a tourist destination. Journal of Tourism, Hospitality & Culinary Arts, 2(1), 15-24.
Toplam 115 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Gastronomi Turizmi
Bölüm Araştırma Makaleleri
Yazarlar

Sultan Uzut 0000-0003-2172-9143

Serhat Harman 0000-0003-2845-8657

Yayımlanma Tarihi 30 Haziran 2024
Gönderilme Tarihi 5 Şubat 2024
Kabul Tarihi 8 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 6 Sayı: 1

Kaynak Göster

APA Uzut, S., & Harman, S. (2024). Sokak lezzetlerinde çeşitlilik arayışı motivasyonunun memnuniyet üzerindeki etkisi: İstanbul örneği. Tourism and Recreation, 6(1), 89-103. https://doi.org/10.53601/tourismandrecreation.1431971