Hatay İlinde Faaliyet Gösteren Yiyecek İçecek İşletmelerini Ziyaret Eden Turistlerin Algıladıkları Değer ve Fiyat Uygunluğunun Gıda Güvenliği Algısı Üzerindeki Etkisi (The Impact of Perceived Value and Price Suitability on Food Safety Perception for Tourists Visiting Food and Beverage Businesses in Hatay Province)

Abstract

The perception of food safety in food and beverage establishments is considered an essential factor for the success of destinations and businesses competitive advantage. Therefore, the main aim of this study is to examine the food safety perceptions of tourists visiting Hatay and the perceived value and price fairness that are believed to influence these perceptions. The population of the study consists of tourists who visited Hatay. The survey method was employed to collect data, and 456 questionnaires were obtained. Percentage, frequency, mean, correlation, and path analysis were conducted using appropriate statistical software for data analysis. The studies revealed a strong relationship between the value and food safety perceptions of tourists. In contrast, a moderately significant relationship was found between price fairness and food safety perceptions. Furthermore, it was determined that the perceived value significantly influenced the food safety perception at a high level. In contrast, price fairness had a positive but low-level impact on food safety perception. Based on this study's findings and the sectoral and academic implications, food and beverage establishments should enhance their food safety measures and integrate them into their marketing strategies. Additionally, businesses must adopt a clear and transparent communication strategy regarding food safety to increase tourists' perceived value and improve price fairness.