Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi

ERKMEN, EZGİ

Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi

Ezgi ERKMEN (İstanbul Bilgi Üniversitesi, Turizm ve Otelcilik Yüksekokulu, İstanbul, Türkiye)

Journal of Tourism and Gastronomy Studies

8 4

Yıl: 2018 Cilt: 6 Sayı: 2 Sayfa Aralığı: 143 - 162 Metin Dili: Türkçe İndeks Tarihi: 30-10-2019

Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi

Öz:

Turizm sektöründe artan rekabet göz önüne alındığında, destinasyon markalaması destinasyonların kendilerini farklılaştırabilmesi açısından giderek önem kazanmaktadır. Son on yılda ise yerel yemek ve mutfakların ziyaretçi sayısını artırmak için bir pazarlama aracı olarak kullanıldığı görülmektedir. Buna ek olarak, literatürde yerel mutfaklar ve yemek deneyiminin markalama üzerindeki etkisini anlamaya yönelik araştırmaların önemi de artmıştır. Tüm bu gelişmeler doğrultunda, bu çalışmanın amacı yemek deneyimini oluşturan unsurları anlamak ve bu unsurların tüketici temelli destinasyon marka denkliği oluşumundaki rolünü ortaya koymaktır. Yapılan çalışmada kavramsal bir araştırma modeli önerilmiş ve test edilmiştir. Araştırmanın verileri turistik amaçla İstanbul’u seyahat eden yabancı ziyaretçilerden elde edilmiş ve önerilen modeldeki değişkenler arası ilişkiler yapısal eşitlik modeli kullanılarak incelenmiştir. Elde edilen sonuçlar destinasyon marka denkliğinin oluşumu için önerilen yemek deneyimi – marka farkındalığı – marka imajı ve davranışsal niyetler arasındaki sıralı ilişkiyi doğrulamıştır. Yemek deneyimini oluşturan unsurlardan ise yemek kalitesi, kültürel ve sosyal faktörlerin markalamadaki olumlu etkileri doğrulanmıştır.

Anahtar Kelime:

Konular: Otelcilik, Konaklama, Spor ve Turizm İletişim İşletme

The Effect of Local Cuisine Experience on Customer Based Brand Equity of Destination

Öz:

The importance of branding has increased for destinations to differentiate themselves in the highly competitive tourism industry. Thus, during the last decade, destinations have started to use local food and cuisines as a mean of marketing to increase the number of travelers. In line with these developments, research studying the effect of local food on destination branding have become more crucial. As a result, the purpose of this study is to understand the attributes affecting local cuisine experience as well as the effect of these food experience attributes on customer based destination brand equity. For this purpose, a conceptual research model has been proposed and tested. The data were collected from foreign travelers visiting İstanbul and the model was tested by structural equation modeling. The results confirmed the hypothesized sequential link of food experience – brand awareness – brand image and behavioral intentions. From the food experience attributes; food quality, cultural and social aspects have been identified as the attributes affecting destination brand equity formation

Anahtar Kelime:

Konular: Otelcilik, Konaklama, Spor ve Turizm İletişim İşletme

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık

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APA	ERKMEN E (2018). Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. , 143 - 162.
Chicago	ERKMEN EZGİ Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. (2018): 143 - 162.
MLA	ERKMEN EZGİ Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. , 2018, ss.143 - 162.
AMA	ERKMEN E Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. . 2018; 143 - 162.
Vancouver	ERKMEN E Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. . 2018; 143 - 162.
IEEE	ERKMEN E "Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi." , ss.143 - 162, 2018.
ISNAD	ERKMEN, EZGİ. "Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi". (2018), 143-162.

APA	ERKMEN E (2018). Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. Journal of Tourism and Gastronomy Studies, 6(2), 143 - 162.
Chicago	ERKMEN EZGİ Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. Journal of Tourism and Gastronomy Studies 6, no.2 (2018): 143 - 162.
MLA	ERKMEN EZGİ Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. Journal of Tourism and Gastronomy Studies, vol.6, no.2, 2018, ss.143 - 162.
AMA	ERKMEN E Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. Journal of Tourism and Gastronomy Studies. 2018; 6(2): 143 - 162.
Vancouver	ERKMEN E Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi. Journal of Tourism and Gastronomy Studies. 2018; 6(2): 143 - 162.
IEEE	ERKMEN E "Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi." Journal of Tourism and Gastronomy Studies, 6, ss.143 - 162, 2018.
ISNAD	ERKMEN, EZGİ. "Yerel Mutfak Deneyiminin Tüketici Temelli Destinasyon Marka Denkliğine Etkisi". Journal of Tourism and Gastronomy Studies 6/2 (2018), 143-162.