Yemek Temalı TV Programlarının Hedonik Algı ve Davranışsal Niyet Üzerindeki Etkisi (The Effect of Food-Themed TV Programs on Hedonic Perception and Behavioral Intention)
DOI:
https://doi.org/10.63556/jotags.2026.1895Keywords:
Gastronomy tourism, Food-themed TV programs, SOR model, Hedonic perception, Behavioral intentionAbstract
This study investigates the impact of food-themed television programs on viewers’ hedonic perceptions and how these perceptions translate into behavioral intentions to visit gastronomy destinations within the Stimulus-Organism-Response (SOR) framework. A quantitative research design was adopted, and data were collected through an online survey from 181 participants selected using convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were conducted using LISREL. The findings indicate that empathy creation is the only stimulus dimension that exerts a positive and significant effect on hedonic perception. In contrast, cognitively oriented dimensions, including information provision, guidance, image provision, social influence, and societal influence, do not have a statistically significant effect on hedonic perception. Furthermore, hedonic perception has a strong positive effect on behavioral intention. These findings suggest that viewers’ intentions to visit gastronomy destinations are shaped primarily by empathy-based emotional experiences established through the narrative structure of food-themed television programs rather than by informational content alone. The study highlights the importance of storytelling and emotional experience design in gastronomy destination promotion and provides practical implications for destination marketers and media professionals.
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