The relationship among Rize's local people's perceptions, satisfactions and intentions to support tea tourism: The moderating role of typology

The aim of the research is to investigate the relationships among perceptions, satisfaction and support intentions of local people in Rize regarding tea tourism and the moderating role of tea consumption behavior and knowledge level on the relationships between perceptions and support intention and between satisfaction and support intention. Quantitative research method was employed in the study and data were collected via online survey method. Analyses were conducted using data from 427 collected surveys. Structural Equation Model was established to test the hypotheses. According to the findings of the research, it was concluded that individuals' positive perceptions of tea tourism have a positive effect on both their satisfaction with the development of tea tourism and their intention to support tea tourism; and their satisfaction with the development of tea tourism also has a positive effect on their intention to support tea tourism. While the level of knowledge about tea has a moderating role in the relationship between perception and intention, tea consumption behavior has a moderating role in the relationship between satisfaction and intention. It is thought that this research will contribute to theoretical and practical aspects within the framework of the findings obtained.