The Effects of the Motivation of Seeking Diversity in Street Foods on Satisfaction: The Case of İstanbul
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Tarih
2023
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info:eu-repo/semantics/openAccess
Özet
In present study, the impact of hedonic (Kim vd., 2021; Hiamey vd., 2015; Mathye ve Maliwichi,
2015; Yusuf, 2017), utilitarian (Crowley vd., 1992; Lin vd., 2012; Yoshida vd., 2013; Hill vd.,
2016), social (de Charms ve Muir, 1978; Tauber, 1972; Santich, 2004; Tikkanen, 2007) and
diversity-seeking motivations (Kim vd., 2021; Zifferblatt vd., 1980; Pliner, 1982; Quan ve Wang,
2004) on satisfaction with street food products, which are one of the gastronomic tourism products,
was investigated. Data was collected through purposive sampling technique, which is one of the
non-probability sampling techniques, using a survey method. The sample consisted of individuals
who visited Istanbul and stayed at least one night and consumed Istanbul street food. A total of
439 people participated in the study, and 416 usable data were analyzed. The collected data was
obtained through face-to-face interviews and electronically generated surveys. In line with the aim
of the study, a measurement tool was created by adapting scales from various sources such as
Kargiglioğlu (2019), Di Matteo (2020), Hani (2019), Van Trijp and Steenkamp (1992), Gupta and
Duggal (2020) and Ab Karim et al. (2011). To determine the appropriate analysis methods for the
data obtained from the survey, kurtosis and skewness values were first examined. Frequency tables
were created to obtain the frequency distributions of the variables being studied. Factor analysis
was applied to combine related variables and to create a smaller number of meaningful new
variables or to explain the relationships between factors and indicators. Validity and reliability test
were conducted. Following the factor analysis tests of the scales, independent sample t-tests and
One Way Anova were performed to determine if there were significant differences in the responses
provided by the participants. In addition, correlation and regression analyses were conducted to
test the relationships between the variables included in the study. As a result of the conducted
analysis, it was observed that the ratio of male and female participants was very close to each
other, with married and 41-50 age group participants being the most frequent, while participants
aged 51 and above had the lowest frequency. Additionally, it was found that single participants
were more inclined to seek variety compared to married participants. There was also a significant
difference in terms of food authenticity seeking and adapting to food changes between participants
with monthly individual income between 0-4253 TL and 4254-5000 TL and participants with
monthly individual income between 6001-7000 TL. This result indicates that as income level
increases, individuals’ need for food variety and change also increases, and they try to meet these
needs through street flavors. The participants made a total of 1818 markings regarding their
preference for Istanbul street flavors that they frequently consume, and it was found that the
majority of these markings (%17.5) were related to snacks, which is supportive of Aşık Akşit’s
(2019)study. Following snacks, the options were seafood (%16.6), “main dishes” (%13), garnishes
(%11.2), offal (%10.8), “pastries” (%10), desserts (%9.9), beverages (%6.6), and unprocessed
fruits and vegetables (%4.4). Regarding the participants’ motivations for consuming Istanbul street
flavors, a total of 922 markings were made, and the majority of these markings were related to
flavor (%24.5), which is supportive of Perez-Villarreal et al.’s (2020) study. Flavor was followed by the motivation of getting together with friends and having fun (%20.3), which is supportive of
Bayram’s (2020) study. The motivation for diversity (%19.8), which ranked third, was supported
by Lenglet and Giannelloni’s (2016) study, while the motivations for saving time (%18.9) and
price (%15.5) were supported by İrigüler and Öztürk’s (2016) study. Furthermore, it was observed
that the participants’ satisfaction with Istanbul street flavors was relatively high (3.50), and there
was a weak positive relationship (r=.451; p<0.01) between satisfaction and the variable of
diversity-seeking. This suggests that the variety of Istanbul street flavors may not be entirely
sufficient in ensuring consumer satisfaction. For researchers planning similar studies, it can be
suggested to conduct studies on diversity-seeking motivation and satisfaction related to street food
in rural areas outside of densely populated metropolises such as Ankara and Istanbul, to compare
two or more destinations in terms of diversity-seeking motivation and satisfaction related to street
food, to conduct studies on diversity of unique street food varieties in regions and cities and their
place and importance in gastronomy tourism movement, to determine the impact of diversity seeking motivation on sustainable tourism, and to conduct studies on the effects of diversity seeking motivation on visitation or repeat visitation. It is also recommended to conduct studies
targeting foreign consumers in addition to local consumers.
