MEHMET OĞUZHAN İLBAN
(Balıkesir Üniversitesi, Burhaniye Uygulamalı Bilimler Yüksekokulu, Turizm İşletmeciliği ve Otelcilik Bölümü, Balıkesir, Türkiye)
MUAMMER BEZİRGAN
(Balıkesir Üniversitesi, Burhaniye Uygulamalı Bilimler Yüksekokulu, Gastronomi ve Mutfak Sanatları Bölümü, Balıkesir, Türkiye)
Fatih ÇOLAKOĞLU
(Balıkesir Üniversitesi, Burhaniye Uygulamalı Bilimler Yüksekokulu, Turizm İşletmeciliği ve Otelcilik Bölümü, Balıkesir, Türkiye)
Yıl: 2018Cilt: 6Sayı: 2ISSN: 2147-8775Sayfa Aralığı: 622 - 640Türkçe

113 11
Destinasyon Bağlılığı Yaratmada Gastronomi Marka İmajı ve Gastronomi Aşinalığının Rolü: Kemer Örneği
Günümüzde turistlerin seyahat motivasyonları incelendiğinde; deniz – kum – güneş üçlüsünün var olduğu destinasyonlara yapılan gezilerin oldukça fazla olduğu ve birincil motivasyon kaynağı olarak görüldüğü anlaşılmaktadır. Alternatif turizm çeşitleri arasında yer alan gastronomi turizmi de temel olarak turistlerin seyahat tercihlerinde ikincil motivasyon kaynağı olarak görülmektedir. Gastronomik zenginlikler destinasyonların hem turizm potansiyellerinin hem de yerel bazda kalkınmalarının artırılmasında önem teşkil etmektedir. Buradan hareketle; bu çalışmada yabancı turistlerin destinasyona yönelik gastronomi marka imajı algıları ve gastronomi aşinalığının destinasyon bağlılığı yaratma üzerindeki etkisi araştırılmıştır. Araştırma amacına ulaşabilmek için Antalya ili Kemer ilçesinde faaliyet gösteren 5 yıldızlı 8 otel işletmesine gelen 330 yabancı turist, kolayda örnekleme yöntemi ile belirlenerek anket uygulaması gerçekleştirilmiştir. Araştırmada ilgili alan yazın taranarak 3 adet (Gastronomi Marka İmajı, Gastronomi Aşinalığı, Bağlılık) ölçek oluşturulmuştur. Yapısal eşitlik modellemesi kurularak ilgili analizlerin yapıldığı çalışmada; destinasyon aşinalığı ve marka imajının destinasyon bağlılığı üzerinde istatistiksel olarak anlamlı ve pozitif etkileri tespit edilmiştir. Elde edilen bulgular ışığında; destinasyonların yerel yöneticileri, turizm işletmeleri yöneticileri ve ilgili konularda çalışma yapabilecek akademisyenler için öneriler sunulmuştur.
Sosyal > Otelcilik, Konaklama, Spor ve Turizm
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