Gastronomi Turizmi Bağlamında Turistlerin Yöresel Yiyecek Satın Alma Davranışı: Hatay Örneği

Turistler ziyaret ettikleri destinasyonda o bölgeye özgü yöresel yiyecekleri tatmak istemektedirler. Dolayısıyla gün geçtikçe önem kazanan gastronomi turizmi kapsamında yöresel yiyeceklerin ziyaretçilerin destinasyon tercihinde önemli bir paya sahip olduğunu söylemek mümkündür. Bu durumdan hareketle çalışmada, gastronomi şehri olan Hatay’ı ziyaret eden yerli turistlerin yöresel yiyecekleri satın almalarını etkileyen faktörlerin belirlenmesi amaçlanmaktadır. Ayrıca çalışmada söz konusu turistlerin sahip oldukları demografik özellikleri ile yöresel yiyecekleri satın almalarını etkileyen faktörler arasında farklılık olup olmadığının belirlenmesi de amaçlanmaktadır. Araştırmada veri toplama amacıyla nicel araştırma yöntemlerinden anket tekniğinden faydalanılmış ve 403 turiste anket uygulanmıştır. Yapılan analizler sonucunda yöresel yiyeceklerin doğal olması turistlerin satın alma davranışını önemli ölçüde etkilediği belirlenmiştir. Ayrıca cinsiyet ve eğitim düzeyinin yöresel yiyeceklerin satın almasını etkilediği tespit edilmiştir. Ancak yaş, medeni durum ve aylık gelirin yöresel yiyecek satın alma noktasında etken olmadığı sonucuna varılmıştır.

Local Food Purchase Behavior of Tourists in The Context of Gastronomy Tourism: The Case of Hatay

Tourists want to taste specific local foods which they visit destination. Therefore, it is possible to say that local foods have an important interest in the destination choice of the visitors within the scope of gastronomy tourism, which is gaining importance day by day. Based on this situation, the study aims to determine the factors affecting the purchase of local foods by local tourists visiting the gastronomy city of Hatay. In addition, the study aims to determine whether there is a difference between the demographic characteristics of the tourists in question and the factors that affect their purchase of local foods. In the research, quantitative research methods, the survey technique, were used to collect data and the questionnaire was applied to 403 tourists. As a result of the analysis, it was determined that the naturalness of local foods significantly affects the purchasing behavior of tourists. In addition, it has been determined that gender and education level affect the purchasing of local products. However, it was concluded that age, marital status and monthly income are not factors in purchasing local food.

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