Doğu Karadeniz Bölgesi’ndeki Yerli ve Yabancı Turistlerin Sağlıklı Menü Öğesi Seçim Davranışları Üzerinde Etkili Olan Faktörlerin İncelenmesi: Bir Yapısal Eşitlik Modeli Yaklaşımı (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)
DOI:
https://doi.org/10.21325/jotags.2021.873Keywords:
Planned behavior theory, Prototype / Willingness Model, Healthy menu ıtem, Obesity, TourismAbstract
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.
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