Gastronomi Festivali Tercihinde Ziyaretçilerin Memnuniyet ve Bağlılık Düzeylerini Etkileyen Faktörler: Ege Bölgesi Örneği

Yıl 2021, Cilt: 19 Sayı: 1, 77 - 94, 26.03.2021

Elif Aslan , Aylin Akoğlu , Serkan Şengül

https://doi.org/10.18026/cbayarsos.592416

Cited By: 1

Öz

Günümüzde düzenlenen gastronomi festivalleri hem yerel bölgelerin hem de turistlerin popüler cazibe unsuru haline gelmiştir. Ziyaretçilerin ilgi odağı haline gelen ve her geçen gün sayısında artış yaşanan gastronomi festivalleri yerel yiyecek ve içeceklerin tanıtılmasında ve destinasyonu ziyaret eden kişi sayısının artmasında önemli rol oynamaktadır. Türkiye’de en fazla gastronomi festivali düzenlenen bölge Ege Bölgesi’dir. Bu doğrultuda gastronomi festivali tercihinde ziyaretçilerin memnuniyet ve bağlılık düzeylerini etkileyen faktörlerin Ege Bölgesi örneğinde belirlenmesi amaçlanmıştır. Ege Bölgesi’ndeki festivaller ziyaret edilerek festivallere katılan ziyaretçilere anket uygulanarak nicel bir çalışma gerçekleştirilmiştir. Beş gastronomi festivaline katılım sağlanmış olup 400 ziyaretçiden elde edilen verilerin analizinde Yapısal Eşitlik Modellemesi testi gerçekleştirilmiştir. Araştırmada elde edilen sonuçlara göre festival alanı faktörünün ziyaretçilerin memnuniyetini önemli ölçüde etkilediği görülmüştür. Ayrıca personel, bilgilendirme yeterliliği ve yiyecek içecek faktörünün az da olsa ziyaretçilerin memnuniyetini etkilediği; uygunluk faktörünün ise ziyaretçiler için önemli olmadığı sonucuna ulaşılmıştır.

Anahtar Kelimeler

Gastronomi, Gastronomi Festivali, memnuniyet, bağlılık, ege bölgesi

Destekleyen Kurum

Bolu Abant İzzet Baysal Üniversitesi Bilimsel Araştırma Projeleri

Proje Numarası

2018.16.01.1294

Factors Affecting Visitors' Satisfaction and Loyalty Levels in Gastronomy Festival Preference: Aegean Region Example

Öz

Gastronomy festivals organized today have become a popular attraction for both local and tourists. Gastronomy festivals, which have become the centre of attention of visitors and which are increasing in number every day, play an important role in promoting local food and drink and increasing the number of people visiting the destination. Aegean Region is the region most gastronomic festival held in Turkey. In this direction, it is aimed to determine the factors affecting the satisfaction and loyalty levels of the visitors in the preference of the gastronomy festival in the Aegean Region. A quantitative study was carried out by visiting the festivals in the Aegean Region and applying a questionnaire to the visitors. Structural Equation Modeling test was carried out in the analysis of the data obtained from 400 visitors. According to the results of the study, it was seen that the festival area factor significantly affected the satisfaction of the visitors. In addition, informational adequacy and food-beverage factors affect the satisfaction of visitors in a small although it was observed that the conformity factor was not important for the visitors.

Anahtar Kelimeler

Gastronomy Festival, Satisfaction, Loyalty, Aegean Region

Proje Numarası

2018.16.01.1294

Kaynakça

• Anıl, N. K. (2012). Festival Visitors’ Satisfaction and Loyalty: An Example of Small, Local, and Municipality Organized Festival, Tourism: An International Interdisciplinary Journal, 60 (3): 255-271.
• Bilgili, B., Yağmur, Ö. ve Yazarkan, H. (2012). Turistik Ürün Olarak Festivallerin Etkinlik ve Verimliliği Üzerine Bir Araştırma (Erzurum-Oltu Kırdağ Festivali Örneği), Uluslararası Sosyal ve Ekonomik Bilimler Dergisi, 2 (2): 117-124.
• Carmichael, A. B. (2005). Understanding The Wine Tourism Experience For Winery 200 Visitors İn The Niagara Region, Ontario, Canada, Tourism Geographiex, 7(2): 185-204.
• Chang, J. (2006). Segmenting Tourists to Aboriginal Cultural Festivals: An Example in the Rukai Tribal Area, Taiwan, Tourism Management, 27(6): 1224-1234.
• Cole, S. T. ve Chancellor, H. C. (2009). Examining the Festival Attributes that Impact Visitor Experience, Satisfaction and Re-Visit Intention, Journal of Vacation Marketing, 15: 323-333.
• Cortina, J. M. (1993). What is Coefficient Alpha?, An Examination of Theory and Applications, Journal of Applied Psychology, 78: 98-104.
• Crompton, L. J. ve McKay, L. S. (1997). Motives of Visitors Attending Festival Events, Annals of Tourism Research, 24(2): 425-439.
• Duran, E., Hamarat, B. ve Özkul, E. (2014). A Sustainable Festival Management Model: The Case of International Troia Festival, International Journal of Culture Tourism and Hospitality Research, 8(2): 173-193. Hu, Y. (2010). An Exploration of the Relationships between Festival Expenditures, Motivations, and Food Involvement among Food Festival Visitors. (Doktora Tezi). Waterloo, Ontario, Canada.
• Kim, H., Borges, M., ve Chon, J. (2006). Impacts Of Environmental Values On Tourism Motivation: The Case Of FICA, Brazil, Tourism Management, 27: 957-967.
• Kim, Y. G., Eves, A. ve Scarles, C. (2009). Building a Model of Local Food Consumption on Trips and Holidays: A Grounded Theory Approach, International Journal of Hospitality Management, 28(3): 423-431.
• Kim, Y. G., Suh, B. W. ve Eves, A. (2010). The Relationships Between FoodRelated Personality Traits, Satisfaction, And Loyalty Among Visitors Attending Food Events and Festivals, Internatıonal Journal of Hospıtalıty Management, 29(2): 216-226.
• Lee, C., Lee, Y. ve Wicks, B. (2004). Segmentation of Festival Motivation by Nationality and Satisfaction, Tourism Management, 25: 61–70.
• Lee, S. ve Arcodia, C. (2011). The Role of Regional Food Festivals for Destination Branding, International Journal of Tourism Research, 13(4): 355-367.
• Lee, Y. vd. (2008). Festivalscapes and Patrons Emotions, Satisfaction, and Loyalty, Journal of Business Research, 61: 56-64.
• Markovic, S. S., Dorcic, J. ve Krnetic, M. (2015). Visitor Satisfaction and Loyalty Measurement of a Local Food Festival: Application of Festperf Scale, Tourism in Southern and Eastern Europe, 3: 183-196.
• Mason, C. M. ve Paggiaro, A. (2012). Investigating the Role of Festivalscape in Culinary Tourism: The Case of Food and Wine Events, Tourism Management, 33: 1329-1336.
• Organ, K. vd. (2015). Festivals as Agents for Behaviour Change: A Study of Food Festival Engagement and Subsequent Food Choices, Tourism Management, 48: 84-99.
• Özdemir, G. ve Çulha, O. (2009). Satisfaction and Loyalty of Festival Visitors, Anatolia: An International Journal of Tourism and Hospitality Research, 20(2): 359-373.
• Özkan, E., Curkan, S. C. ve Sarak, E. C. (2015). Festivallerin Katılan Ziyaretçiler Üzerine Etkileri: Alaçatı Ot Festivali Örneği, GÜSBEED, 6(14): 59-69.
• Plummer, R. vd (2005). Beer tourism in Canada along the Waterloo-Wellington Ale Trail, Tourism Management, 26(3): 447-458.
• Schumacker, R. E. (2006). Conducting Specification Searches With Amos. Structural Equation Modeling, A Multidisciplinary Journal, 13(1): 118- 129.
• Schumacker, R. E. ve Lomax, R. G. (2004). A Beginner's Guide to Structural Equation Modeling. Second Edition. Mahwah, NJ: Lawrence Erlbaum Associates.
• Şengül, S. (2015). Ege Bölgesi Mutfak Kültürü ve Yöresel Yemekleri, İçinde: S. Şengül, A. Çakır ve G. Çakır (Editörler), Yöresel Mutfaklar. (ss. 73-94). Ankara: Beta Basım Yayım
• Thompson, K. ve Schofield, P. (2009). Segmenting and Profiling Visitors to the Ulaanbaatar Naadam Festival by Motivation, Event Management, 13(1): 1-15.
• Wan, Y. K. P. ve Chan, S. H. J. (2013). Factors that Affect the Levels of 1. Tourists’ Satisfaction and Loyalty towards Food Festivals: a Case Study of Macau, International Journal of Tourism Research, 15: 226-240.
• Wolf, E. (2006). Culinary Tourism the Hidden Harvest. Abd- Lowa: Kendall/Hunt Publishing Company.
• World Tourism Organization, (2012). Global Report on Food Tourism: Madrid, http://cf.cdn.unwto.org/sites/all/files/docpdf/amreports4-foodtourism.pdf/, Erişim tarihi: 21 Haziran 2018.
• Yolal, M., Çetinel, F. ve Uysal, M. (2009). An Examination of Festival Motivation and Perceived Benefits Relationship: Eskişehir International Festival, Journal of Convention and Event Tourism, 10(4): 276-291.
• Yoon, Y., Lee, J. ve Lee, C. (2010). Measuring Festival Quality and Value Affecting Visitors’ Satisfaction and Loyalty Using a Structural Approach, International Journal of Hospitality Management, 29: 335–342.
• Yuan, J. vd. (2005). An Analysis of Wine Festival Attendees’ Motivations: A Synergy of Wine, Travel and Special Events?, Journal of Vacation Marketing, 11(1): 41-58.