Determining the Meat Consumption Preferences of Tourists in the Kars Province

Abstract

This study aimed to understand the meat consumption preferences of local people and tourists in Kars, which is known for its high-goose production and cultural and historical tourism. The AHP method was used to analyze the data, with 250 consumers interviewed through proportional sampling. Fish was the top preferred meat type for 29.18% of visitors, followed by chicken meat (26.41%), red meat (24.64%), and goose meat (19.77%). The most important criteria for meat consumption in Kars were taste (27.08%), price (23.97%), ease of transportation (19.47%), nutritional content (18.18%), and smell (12.20%). In terms of taste, consumers prefer fish as their first choice, followed by goose meat as their second choice. In terms of affordability, chicken and fish are the first choices, followed by fish. They prefer fish and goose meat for their nutritional and safety value. In terms of smell, fish and goose meat are among the most important choices. The demand for organic fish with higher nutritional value from Çıldır Lake is higher than other types of meat. The affordability of chicken and fish also influences consumers' preferences for these meat types. However, loyalty to red meat and chicken remains low in terms of nutrition and safety. To enhance the economic conditions for producers, consumers, and restaurants, it is crucial to streamline the availability of fish, enhance trust and perception of the nutritional value of red and white meat, and make goose meat more cost-effective. This will lead to increased consumption of meat products and improved service opportunities.