TELEVİZYONDA YAYINLANAN GASTRONOMİ KONULU GEZİ PROGRAMLARININ DAVRANIŞSAL TATMA NİYETİNE ETKİSİ

21. yüzyılda kitle iletişim, ana işlevleri olan haber ve bilgi verme dışında kültürel tanıtma, eğitme, sosyalleştirme, motive etme gibi farklı işlevler de kazanmıştır. Televizyon, bu işlevleri programlar aracılığıyla sunan son derece yaygın ve etkin bir kitle iletişim aracıdır. Çalışmada televizyonda yayınlanan gastronomi konulu gezi programlarının algılanan davranış kontrolüyle birlikte bireylerin davranışsal tatma niyeti üzerindeki etkisi araştırılmıştır. Araştırma Eskişehir’de Kolayda Örnekleme Yöntemi ile belirlenen 496 katılımcıyla yapılmış ve verilerin analizinde Yapısal Eşitlik Modellemesi kullanılmıştır. Sonuç olarak algılanan davranış kontrolü değişkeninin, merak uyandırma ve sosyal etki değişkenlerinin davranışsal tatma niyeti değişkeniyle ilişkisinde, düzenleyici etkisi olduğu bulgusuna ulaşılmıştır

The Effect of Gastronomy-Travel Based TV Programs on Behavioral Intention of Tasting

Mass communication was a necessity for public life at the beginning, it had functions such as providing information, training, socialization, motivating and cultural promotion in the time from Industrial Revolution to the Information Age. Mass communication both delivers news and is the part of developing political, social and economic elements in the 21. century. Television is widespread and effective today. Television programs fuctions a lot as well. The study measured the impact of gastronomytravel based television programs on behavioral intentions of tasting. This quantitative study used survey method via 496 respondents in Eskişehir which were determined by the simple random sampling method and Structural Equation Modeling was used. As a result, it was * Doc. Dr., Anadolu Üniversitesi/Turizm Fakültesi/Gastronomi ve Mutfak Sanatları/Turizm İşletmeciliği, hyilmaz5@anadolu.edu.tr, ORCID ID: orcid.org/ 0000-0002-8512-2757**Araş.Gör., Anadolu Üniversitesi/Turizm Fakültesi/Gastronomi ve Mutfak Sanatları/Turizm İşletmeciliği, pinargoksu@anadolu.edu.tr, ORCID ID: orcid.org/ 0000-0001-8437-1367found out that gastronomy-travel based television programs’ arouse curiosity and social impact functions and perceived behavioral control has an impact on behavioral intentions of tasting

Keywords:

Mass Communication, Television Gastronomy Tourism, Gastronomy-Travel,

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