Yiyecek İmajı, Memnuniyet ve Sadakat Üzerine Bir İnceleme: Alaçatı Ot Festivali Örneği

Year 2020, Volume: 4 Issue: 1, 57 - 69, 31.03.2020

Gaye Kızılcalıoğlu , Dilek Hale Aybar , Özlem Şen

https://doi.org/10.32958/gastoria.665028

Abstract

9. Alaçatı Ot Festivali’ne katılan ziyaretçilerin festivale yönelik algıladıkları yiyecek imajının festival memnuniyetleri ve festival sadakati üzerindeki etkileri araştırılmıştır. Bu bağlamda 6-8 Nisan 2018 Alaçatı Ot Festivali alanında maksimum çeşitlilik örnekleme yöntemi ile 9 kişi ile görüşme tekniği kullanılarak veriler toplanmıştır. Görüşmeler araştırmacılar tarafından yazılı ve sesli kayıt altına alınmıştır. Yapılan araştırma sonucunda ziyaretçilerin festivale yönelik algılarının olumlu yönde olduğu belirtilmektedir. Ayrıca festival sadakatinin, festivali başkalarına tavsiye etme ve tekrar ziyaret etme niyeti açısından etkili olduğu ancak festival organizasyonunda farklı rekreatif faaliyetler eklenmesi ile festival memnuniyeti üzerinde daha olumlu etki yaratacağı elde edilen bulgular arasında yer almaktadır.

Keywords

Alaçatı Ot Festivali, , yiyecek imajı, gastronomi festivalleri, festival memnuniyeti

An Investigation on Food Image, Festival Satisfaction and Loyalty: Example of Alaçatı Herb Festival

Abstract

In order to measure the perceptions of the visitors attending the 9. Alaçatı Herb Festival, the effects on the product, experience, satisfaction, image and loyalty were investigated. In this context, data were collected by interviewing 9 people using maximum diversity sampling method in Alaçatı Herb Festival 6-8 April 2018. The interviews were written and verbally recorded by the researchers. As a result of the research, it is stated that the perceptions of the visitors towards the festival are positive. In addition, it is found that festival loyalty is effective in recommending the festival to others and intending to visit again, but it will have a more positive effect on satisfaction by adding different recreational activities in the festival organization.

Keywords

Alaçatı Herb Festival, food image, gastronomy festivals, festival satisfaction

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