TURİSTLERİN YENİ GASTRONOMİ ÜRÜNLERİNE YÖNELİK TUTUMLARI

Bu çalışmanın amacı; turistlerin profilleri (demografik faktörleri ve seyahat karakteristikleri) ile yeni gastronomi ürünlerine yönelik tutumları (ilgi/istek, çekince/korku) arasındaki ilişkiyi ortaya koymaktır. Bu doğrultuda, zengin ve özgün yerel gastronomi ürünleri ile bilinen, aynı zamanda UNESCO Dünya Gastronomi Şehirleri ağının bir üyesi olan Hatay ili, araştırmanın uygulama alanı olarak seçilmiştir. Destinasyonu ziyarete gelen turistlere anket uygulaması yapılmış ve bulgular, katılımcı gözlemlerle desteklenmiştir. Anket verilerinin analizi ile turistlerin; demografik özellikleri, seyahat karakteristikleri ile gastronomiye yönelimlerine ilişkin verilerin; frekans, yüzde, aritmetik ortalama ve standart sapma değerleri hesaplanarak tablolaştırılmıştır. Araştırmada kullanılan ölçeklere ilişkin güvenilirlik ve geçerlilik analizleri yapılarak, geçerlilik ve güvenirliliklerinin yüksek olduğu görülmüştür. Turistlerin, yeni gastronomi ürünlerine yönelik tutum ölçeğine ilişkin vermiş oldukları yanıtların, yapılan faktör analizleri sonucunda tutumlarını ortaya koyan iki boyut (ilgi/istek ve çekince/korku) belirlenmiştir. Turistlerin, demografik özellikleri ve seyahat karakteristikleri ile yeni gastronomi ürünlerine yönelik tutumları arasında istatistiksel anlamlı farklılıkların tespiti için tek yönlü ANOVA, Tukey HSD ve ikili bağımsız T testi uygulanmıştır. Araştırmanın sonucunda, turistlerin demografik özelliklerinden; yaşları, cinsiyetleri ve medeni durumları ile yeni gastronomi ürünlerine yönelimleri arasında her iki boyutta da (ilgi/istek, çekince/korku) anlamlı farklılıklar bulunurken; eğitim durumları ile herhangi bir boyutta farklılık bulunmamıştır. Seyahat karakteristiklerinde ise; ziyaret amaçları ve ziyaret sıklıkları ile yeni gastronomi ürünlerine yönelimleri arasında her iki boyutta da (ilgi/istek, çekince/korku) anlamlı farklılıklar bulunduğu; tatil birliktelikleri ve gastronomi harcamalarının, yeni gastronomi ürünlerine yönelimlerinin sadece ilgi/istek boyutu ile arasında anlamlı farklılıklar bulunduğu görülmüştür.

Anahtar Kelimeler:

Gastronomi, Tutum, Yiyeceklere İlgi – Çekince, Turist Profili, Hatay

ATTITUDES OF TOURISTS TOWARDS NEW GASTRONOMY PRODUCTS

This study aims at examining the relationship between the profiles of tourists (demographic factors and travel characteristics) and their attitudes (interest/desire, hesitation/fear) to new gastronomy products. Hatay, as a member of the UNESCO World Gastronomic Cities Network, was selected as the filed study area where gastronomy has been considered as a powerful complement to existing tourism products and an independent tourism product on its own. Moreover, it is argued that it will increase its competitiveness and to take into account the necessity to be included in tourism product diversification plans and applications in destinations as a shooting element. A survey was applied to the tourists visiting the destination and the findings were supported with participant observations. The demographic features, travelling characteristics and orientation of the visitors have been analyzed various tools such as frequency distribution, centrel tendencies and standart deviation values. The reliability and validty of the scales employed for this research were founded highly reliable and valid by conducting relevant analysis. Two behavioral dimensions of the new gastronomic products (interest/desire and fear/hesitation) were identified through performing factor analysis of the tourist’s behavioral approach. One way ANOVA, Tukey HSD and dual independent tests were utilized to specify the meaningful statistical differences between tourist’s demographic features, travelling characteristics and their approach for new gastronomical products. While the overall result of this study suggests that there are meanigful differences between the tourist’s demographic features such as age, gender and martial status and their approach for new gastronomical products in both dimensions (interest/desire and fear/hesitation); it is revealed that there is no difference in terms of educational status. In the context of the travel characteristic; there were significant diffrences in both dimensions (interest/desire and fear/hesitation) between the aims of the visits and their orientation to new gastronomy products. Moreover, it was seen that there were significant differences between holiday partnerships and gastronomy expenditures towards new gastronomy products in only interest/desire behavioral dimension.

Keywords:

Gastronomy Attitude, Food Neophilia, Food Neophobia, Tourist Profile, Hatay,

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