Turistlerin Yeni Gastronomi Etkinliklerine Katılma Niyeti

Abstract

The purpose of this research is to determine the intentions of tourists visiting a destination to participate in new gastronomic experiences and the factors that affect these intentions. A model with relative advantage, convenience, simplicity, observability, attitude and behavioral intention variables was tested within the framework of the Diffusion of Innovations Theory. Data were collected through face-to-face surveys with 499 domestic tourists. In the study, convenience sampling, one of the non-random sampling methods, was preferred as the sample selection. Structural equation modeling analysis was performed after confirmatory factor analysis of the data. As a result of the research, it was observed that while the relative advantage dimension, one of the Diffusion of Innovations sub-dimensions, had a positive and significant effect on attitude, convenience and observability did not have a significant effect on attitude towards behavior. Based on these findings, it can be stated that when destinations develop activities by considering the economic dimension of new experiences that individuals can enjoy, they positively affect individuals' attitudes, thus leading to the intention of tourists to adopt gastronomic activities.