Gastronomi Tur Deneyiminde Kuşakların Rolü: Gaziantep Örneği (The Role of Generations in the Gastronomy Tour Experience: The Case of Gaziantep)
DOI:
https://doi.org/10.21325/jotags.2023.1308Keywords:
Experience, Experiential Marketing, Experience of a gastronomy tour, Generations, GaziantepAbstract
The purpose of this research is to examine the differences between generations and experience perceptions of domestic tourists in the context of their participation in gastronomy tours. A quantitative research approach was adopted in the study. The data collection technique applied was the questionnaire method while the purposive sampling method was used in determining the sample. Research data were obtained from domestic tourists in Gaziantep, which is an important center in terms of gastronomy tourism. These data were collected from local tourists who participated in gastronomy tours between June 10 and July 05, 2023 and were willing to participate in the research, face-to-face and online at the end of the gastronomy tour. A total of 418 surveys were conducted; however, 27 surveys were excluded from the analysis due to missing data, and 391 surveys were considered valid. In this context, it was investigated whether there is any difference between the generations of the participants and their perceptions of the gastronomy tour they participated in. Explanatory Factor Analysis and one-way Analysis of Variance (ANOVA) were employed as data analysis methods to investigate potential differences among group means. The study's results revealed distinctions in sensory experience perceptions between Generation X and Generation Z. Furthermore, variations in emotional experience perceptions were evident among Generation X and Generation Z, Generation Y and Generation X, and Generation Z and Generation X. Moreover, cognitive experience perceptions exhibited differences across Generation X and Generation Y, Generation X and Generation Z, Generation Y and Generation X, Generation Y and Generation Z, Generation Z and Generation X, as well as Generation Z and Generation Y.
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