Yerel gıda ilgileniminin daha fazla ödeme arzusuna etkisi: Rize’de bir alan araştırması

Yıl 2024, Cilt: 6 Sayı: 2, 415 - 426, 31.12.2024

Gökhan Onat

https://doi.org/10.53601/tourismandrecreation.1513192

Öz

Bu araştırmada, Rize'yi ziyaret eden turistlerin yerel gıdalara olan ilgisinin, bu ürünler için daha fazla ödeme yapma arzusu üzerindeki etkisi incelenmektedir. Çalışmada, 227 katılımcıdan anket yöntemiyle toplanan veriler kullanılmıştır. Araştırmanın amacı, yerel gıda ilgileniminin tüketicilerin yerel gıdalara daha fazla ödeme yapma arzusunu nasıl etkilediğini belirlemektir. Yapılan korelasyon analizi, yerel gıda ilgilenimi ile yerel gıdalar için daha fazla ödeme arzusu arasında pozitif bir ilişki olduğunu ortaya koymuştur. Yapılan regresyon analizi sonucunda ise, yerel gıda ilgileniminin yerel gıdalar için daha fazla ödeme arzusu üzerine etkisi istatistiksel olarak anlamlı bulunmamıştır. Öte yandan regresyon analizi sonuçlarına göre yerel gıda ilgileniminin yerel gıdalar için daha fazla ödeme arzusu üzerindeki varyansın çok düşük bir kısmını açıkladığı da elde edilen bulgular arasındadır. Bu sonuçlar, tüketicilerin yerel gıdalara duyduğu ilginin, bu ürünler için daha fazla ödeme yapma arzusunu artırdığı varsayımını desteklememektedir. Araştırma bulguları, literatürde yer alan bazı çalışmalarla çelişmektedir. Literatürde yer alan çalışmalarla çelişmesinin nedenleri sonuç kısmında kapsamlı bir şekilde tartışılmaktadır. Araştırma sonuçları doğrultusunda, yerel gıdaların sağlıklı, taze ve doğal olduğu algısını pekiştiren pazarlama stratejilerinin geliştirilmesinin gerekliliği vurgulanmaktadır. Ayrıca, yerel yönetimlerin ve politika yapıcıların yerel gıda üreticilerini teşvik edecek politikalar geliştirmeleri önemle vurgulanmaktadır. Gelecekte yapılacak araştırmalarda, demografik değişkenlerin ve tüketici davranışlarının ele alınan ilişki üzerindeki etkilerinin daha detaylı incelenmesi gerektiği belirtilmektedir.

Anahtar Kelimeler

Yerel gıda ilgilenimi, yerel gıdalar için daha fazla ödeme arzusu, yerel gıda tüketimi, Rize.

The effect of local food involvement on willingness to pay more: a field study in Rize

Öz

This study examines the effect of tourists' interest in local foods on their willingness to pay more for these products when visiting Rize. In the study, data collected from 227 participants by questionnaire method were used. The purpose of the study is to determine how local food interest affects consumers' willingness to pay more for local foods. The correlation analysis revealed that there is a positive relationship between local food interest and willingness to pay more for local foods. As a result of the regression analysis, the effect of local food interest on willingness to pay more for local foods was not statistically significant. On the other hand, according to the results of the regression analysis, it was also found that local food interest explained a very low portion of the variance in the willingness to pay more for local foods. These results do not support the hypothesis that consumers' interest in local foods increases their willingness to pay more for these products. Research findings contradict some studies in the literature. The reasons for the contradiction with the studies in the literature are discussed comprehensively in the conclusion section. In line with the research results, it is emphasized that marketing strategies that reinforce the perception that local foods are healthy, fresh, and natural should be developed. It is also emphasized that local governments and policymakers should develop policies to encourage local food producers. In future studies, it is stated that the effects of demographic variables and consumer behaviors on the relationship should be examined in more detail.

Anahtar Kelimeler

Local food involvement, willingness to pay more for local foods, local food consumption, Rize.

Kaynakça

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