Yöresel Mutfak Marka Değeri Algısının Destinasyon Farkındalığı ve Destinasyon Sadakati Üzerindeki Etkisi

Yöresel mutfaklar, turizm destinasyonlarını ziyaret eden turistlerin yerel halk ile karşılıklı etkileşimine neden olurken destinasyon hakkında fikir sahibi olmasını da sağlamaktadır. Bu çalışmanın amacı turistlerin yöresel mutfak marka değeri algılarının destinasyon farkındalığı ve destinasyon sadakati üzerindeki etkisinin belirlenmeye çalışılmasıdır. Araştırma Bolu İlinin Mudurnu İlçesini ziyaret eden 550 yerli turist üzerinde anket tekniği kullanılarak gerçekleştirilmiştir. Elde edilen verilerin analizinde hipotezlerin test edilmesi amacıyla basit doğrusal regresyon analizi kullanılmıştır. Yöresel mutfak marka değerinin destinasyon farkındalığı ve destinasyon sadakati üzerinde pozitif yönlü istatistiki etkiye sahip olduğu sonucuna ulaşılmıştır. Araştırma kapsamında destinasyon yöneticilerine ve turizm işletmecilerine önerilerde bulunulmuştur.

Anahtar Kelimeler:

Yöresel Mutfak Marka Değeri, Destinasyon Farkındalığı, Destinasyon Sadakati, Mudurnu

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