An examination of the factors influencing local gastronomic product preference based on the theory of planned behaviour

Abstract

Developed by Azjen (1991), the Theory of Planned Behavior (TPB) is the most comprehensive and successful model among social cognitive models used to explain the relationship between attitude and behavior. In this study, it has been assumed that tourists' intention to consume local gastronomic products may be explained with the Theory of Planned Behavior. As a result of the review of the literature, it has been determined that there are some factors that are effective in the preference of local gastronomic products. In this regard, the fundamental objective of the research is to examine the factors influencing local gastronomic product preference based on the Theory of Planned Behavior. Within the Theory of Planned Behavior, it is aimed to determine whether these factors affect tourists' attitudes towards local food and beverages. The study also aims to determine whether the attitude, subjective norm and perceived behavioral controls of tourists have any impact on local gastronomic product consumption intentions. For these purposes, the research is limited to foreign tourists visiting Istanbul province. 401 pieces of data have been collected by using survey forms. As a result of the statistical analyses applied to the data obtained as a result of the research, motivational factors, food neophilia, food neophobia, cultural factors, exposure, and gastronomic shopping experience were found to have a positive and significant effect on attitude towards local gastronomic products. However, it was determined that past experience and health factor have no effect on attitude towards local gastronomic products. The study also revealed that variables included in the Theory of Planned Behavior (i.e. attitude, subjective norms, and perceived behavioral control) has a high level of impact on the intention to consume local gastronomic products.