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Journals / Journal of Tourism and Gastronomy Studies / 2021 / Cilt: 9 - Sayı: 3

Investigation of the Factors Affecting Healthy Menu Item Selection Behaviors of Local and Foreign Tourists in the East Black Sea Region: A Structural Equality Model Approach

Doğu Karadeniz Bölgesi’ndeki Yerli ve Yabancı Turistlerin Sağlıklı Menü Öğesi Seçim Davranışları Üzerinde Etkili Olan Faktörlerin İncelenmesi: Bir Yapısal Eşitlik Modeli Yaklaşımı

Hayri UYGUN
Ali Sait ALBAYRAK
Pages
1879–1900
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results showed that tourists make a reactive (behavioral willingness) decision in their healthy menu item selection behaviors in line with their desire to try the food in holiday destinations.

📌 3 Key Takeaways

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Objective & Hypothesis:Obesity has become an important health problem worldwide, increasing day by day.
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Key Findings & Data:In order to find a solution to the problem, in this study, the factors that are effective in healthy menu item selection behaviors of tourists were investigated based on the planned behavior theory and prototype/willingness model. 515 questionnaires collected by convenience sampling method were analyzed using structural equation modeling.
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Conclusion & Impact:The results showed that tourists make a reactive (behavioral willingness) decision in their healthy menu item selection behaviors in line with their desire to try the food in holiday destinations.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Obesity has become an important health problem worldwide, increasing day by day. In order to find a solution to the problem, in this study, the factors that are effective in healthy menu item selection behaviors of tourists were investigated based on the planned behavior theory and prototype/willingness model. 515 questionnaires collected by convenience sampling method were analyzed using structural equation modeling. Structural equation modeling analysis results reveal that attitude (t=4,59; p<0,05), descriptive norm (t=3,79; p<0,05) and self-efficacy (t=7,06; p<0,05) have positive effects on healthy menu item selection behavior. It also revealed that self-efficacy (t=7,06; p<0,05) had a more positive effect on healthy menu item selection behavior than perceived behavioral control (t=-2,96; p<0.05). The results showed that tourists make a reactive (behavioral willingness) decision in their healthy menu item selection behaviors in line with their desire to try the food in holiday destinations. This study is important in terms of being one of the first studies to investigate the factors that affect healthy eating behaviors of tourists. Suggestions for food and beverage businesses in tourism destinations were presented in the study to contribute to them developing a healthy menu preparation and marketing strategies

Özet

Obezite her geçen gün artarak dünya genelinde önemli bir sağlık sorunu haline gelmiştir. Probleme çözüm bulma adına bu çalışmada turistlerin sağlıklı menü öğesi seçim davranışlarında etkili olan faktörler, planlanmış davranış teorisi ve prototip/isteklilik modeline dayanılarak araştırılmıştır. Kolayda örnekleme yöntemiyle toplanan 515 anket yapısal eşitlik modellemesi kullanılarak analiz edilmiştir. Yapısal eşitlik modellemesi analizi sonuçları, sağlıklı menü öğesi seçim davranışı üzerinde tutum (t=4,59; p<0,05), tanımlayıcı norm (t=3,79; p<0,05) ve öz-yeterliliğin (t=7,06; p<0,05) pozitif yönlü etkisi olduğunu ortaya koymuştur. Ayrıca öz-yeterliliğin(t=7,06; p<0,05), sağlıklı menü öğesi seçim davranışı üzerinde algılanan davranışsal kontrolden (t=-2,96; p<0,05) daha çok olumlu etkisinin olduğunu ortaya koymuştur. Sonuçlar turistlerin sağlıklı menü öğesi seçim davranışlarında tatil yörelerindeki yiyecekleri deneme arzuları doğrultusunda tepkisel (davranışsal isteklilik) karar verdiklerini göstermiştir. Bu çalışma, turistlerin sağlıklı beslenme davranışlarında etkili olan faktörleri araştırması anlamında ilk yapılan çalışmalardan biri olması açısından önem arz etmektedir. Çalışmada turizm destinasyonlarında faaliyet gösteren yiyecek içecek işletmelerine sağlıklı menüler hazırlama ve pazarlama stratejileri geliştirmelerine katkı sağlayacak öneriler sunulmuştur

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Cite This Article

UYGUN, H., ALBAYRAK, A. S. (2021). Investigation of the Factors Affecting Healthy Menu Item Selection Behaviors of Local and Foreign Tourists in the East Black Sea Region: A Structural Equality Model Approach. Journal of Tourism and Gastronomy Studies, Cilt: 9 - Sayı: 3, 1879–1900. https://ajindex.com/articles/347622

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