Destinasyon Yiyecek İmajı, Algılanan Değer, Hatırlanabilir Deneyimler ve Memnuniyet Arasındaki İlişkiler: Hatay Örneği

Yıl 2022, Cilt: 9 Sayı: 1, 55 - 82, 16.06.2022

Emrah Keskin , Şule Ardıç Yetiş , Nevres Sezen

Öz

Destinasyon yiyecek imajı, destinasyon algısını olumlu hale getirmek için oldukça etkilidir. Algılanan değer, deneyimler sonucunda oluşan ve davranışların şekillenmesinde rol oynayan bir etmendir. Hatırlanır deneyimler ise deneyim anı ve sonrası için etkili unsurlardır. Bu nedenle destinasyona yönelik memnuniyet oluşturmada bu hususlar önem arz etmektedir. Hazırlanan bu çalışmanın amacı destinasyon yiyecek imajı, algılanan değer, hatırlanır turizm deneyimi, hatırlanır yemek deneyimi ve memnuniyet arasındaki ilişkiler belirlemektedir. Belirlenen amaç doğrultusunda nicel araştırma yöntemlerinden faydalanılarak Hatay ilini ziyaret etmiş ve yeme içme deneyimi yaşamış kişilere anket uygulanmıştır. Anketlerden elde edilen veriler SPSS programı kullanılarak analiz edilmiştir. Yapılan analiz sonuçlarına göre destinasyon yiyecek imajının, algılanan değer, hatırlanabilir yemek deneyimi ve hatırlanabilir turizm deneyimi üzerinde anlamlı etkisinin bulunduğu, algılanan değerin hatırlanabilir yemek deneyimi ve hatırlanabilir turizm deneyimi üzerinde anlamlı etkisinin bulunduğu, hatırlanabilir yemek deneyiminin hatırlanabilir turizm deneyimi üzerinde anlamlı etkisinin bulunduğu ve son olarak da hatırlanabilir yemek ve turizm deneyimlerinin müşteri memnuniyeti üzerinde anlamlı etkilerinin olduğu belirlenmiştir. Elde edilen bulgular çalışma boyutlarının birbiriyle pozitif yönlü ilişkilerin olduğu sonucunu ortaya çıkarmıştır.

Anahtar Kelimeler

Yiyecek İmajı, Algılanan Değer, Hatırlanabilir Deneyim, Memnuniyet.

Relationships Between Destination Food Image, Perceived Value, Memorable Experiences and Satisfaction: The Case of Hatay

Öz

Kaynakça

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