Destinasyon Bağlılığı Yaratmada Gastronomi Marka İmajı ve Gastronomi Aşinalığının Rolü: Kemer Örneği

Günümüzde turistlerin seyahat motivasyonları incelendiğinde; deniz – kum – güneş üçlüsünün var olduğu destinasyonlara yapılan gezilerin oldukça fazla olduğu ve birincil motivasyon kaynağı olarak görüldüğü anlaşılmaktadır. Alternatif turizm çeşitleri arasında yer alan gastronomi turizmi de temel olarak turistlerin seyahat tercihlerinde ikincil motivasyon kaynağı olarak görülmektedir. Gastronomik zenginlikler destinasyonların hem turizm potansiyellerinin hem de yerel bazda kalkınmalarının artırılmasında önem teşkil etmektedir. Buradan hareketle; bu çalışmada yabancı turistlerin destinasyona yönelik gastronomi marka imajı algıları ve gastronomi aşinalığının destinasyon bağlılığı yaratma üzerindeki etkisi araştırılmıştır. Araştırma amacına ulaşabilmek için Antalya ili Kemer ilçesinde faaliyet gösteren 5 yıldızlı 8 otel işletmesine gelen 330 yabancı turist, kolayda örnekleme yöntemi ile belirlenerek anket uygulaması gerçekleştirilmiştir. Araştırmada ilgili alan yazın taranarak 3 adet (Gastronomi Marka İmajı, Gastronomi Aşinalığı, Bağlılık) ölçek oluşturulmuştur. Yapısal eşitlik modellemesi kurularak ilgili analizlerin yapıldığı çalışmada; destinasyon aşinalığı ve marka imajının destinasyon bağlılığı üzerinde istatistiksel olarak anlamlı ve pozitif etkileri tespit edilmiştir. Elde edilen bulgular ışığında; destinasyonların yerel yöneticileri, turizm işletmeleri yöneticileri ve ilgili konularda çalışma yapabilecek akademisyenler için öneriler sunulmuştur.

The Role of Gastronomy Brand Image and Gastronomy Familiarity on the Creation of Gastronomy Dependence: The Case of Kemer

When tourists’ travel motivations are analyzed nowadays, it is realized that there are excessive travels to the destinations, where Sea-Sand-Sun triple exists and is recognized as the prime motivation source. Gastronomi tourism which is among the alternative tourism types is considered as the second motivational source on tourists’ travel preferences. Gastronomic richness has importance both on the tourism potentials of the destinations and on the development level at local level. From this point of view; foreign tourists’ gastronomy brand image perceptions for destination and the effect of gastronomy familiarity on creating destination dependence have been studied. In order to reach the goal of the study, a questionnaire has been conducted with 230 foreign tourists who have come to eight 5 star hotels operating in Kemer district of Antalya city and choosen by using convenience sampling method. In the study, 3 scales (Gastronomy Brand Image, Gastronomy Familiarity, Dependence) have been generated by reviewing of literature. At the study in which the related analyzes have been accomplished via structural equation modeling; the statistically significant and positive effects of destination familiarity and brand image on destination dependence have been determined. In the light of the findings obtained; suggestions have been offered to academicans who may study on the related subjects, to the local managers of the destinations and tourism establishments.

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Kaynak Göster