FESTİVAL NİTELİKLERİ, YİYECEK OTANTİKLİĞİ VE FESTİVAL DENEYİMİNİN MEMNUNİYET VE DAVRANIŞSAL NİYET ÜZERİNDEKİ ETKİSİ

Year 2022, Volume: 11 Issue: 2, 5 - 38, 25.07.2022

Gülizar Akkuş , Özge Korkmaz

Abstract

Bu araştırmada, 27-28 Eylül 2019 tarihinde düzenlenen Kastrofest Gastronomi Festivali niteliklerinin ve festivalde sunulan yerel yiyeceklerin otantikliğinin ziyaretçilerin festival deneyimleri üzerindeki etkisini tespit etmek amaçlanmıştır. Bunun yanı sıra ziyaretçi deneyimlerinin memnuniyet ve davranışsal niyet üzerindeki etkisini saptamak hedeflenmiştir. Araştırmada nicel bir yöntem benimsenmiş ve anket tekniğinden faydalanılmıştır. Saha araştırması Kastamonu’da düzenlenen Kastrofest Gastronomi festivalinde gerçekleştirilmiştir. Araştırma kapsamında 27.09-28.09 tarihleri arasında 297 festival ziyaretçisine ulaşılmıştır. Yapılan regresyon analizleri sonucunda festival nitelikleri ve yerel yiyecek otantikliğinin festival deneyimini anlamlı ve olumlu etkilediğini, festival deneyiminin ise memnuniyet ve davranışsal niyet üzerinde anlamlı ve olumlu etkisinin olduğu ortaya konmuştur.

Keywords

festival nitelikleri, yiyecek otantikliği, festival deneyimi, Kastrofest

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