Investigation of purchasing behavior of local food perceived as intangible cultural heritage value in the self-image congruity theory and planned behavior theory: The case of Edremit Gulf

The desire and tendency of tourists to experience local foods in the destinations they travel to is increasing. In order to manage tourist experience processes effectively and efficiently, it is important to understand tourists' purchasing behavior of local foods and to determine the factors affecting their purchasing behavior. In this research, Self-Image Congruity Theory and Planned Behavior Theory, which are among the most used theories in the field of social psychology, were used to determine the purchasing behavior of local tourists regarding local foods as an intangible cultural heritage value. In addition, the level of recognition and experience of local foods, which are considered within the scope of intangible cultural heritage value in the Edremit Gulf cuisine, was investigated in the research. Within the scope of the research, 512 surveys were evaluated among the surveys collected from local tourists in Edremit Bay. As a result of the research, it was determined that self-image congruence of local tourists had a significant and positive effect on attitude, subjective norm, perceived behavioral control and purchasing behavior, and an insignificant and negative effect on purchasing intention. Another result of the research shows that attitude, subjective norm and perceived behavioral control effect purchase intention significantly and positively, and the effect of purchase intention on purchasing behavior is significant and positive. In addition to all these, it has been determined that local foods, which are considered within the scope of intangible cultural heritage value in the Edremit Gulf cuisine, are generally liked by local tourists. In addition, it has been determined that some local foods have not been heard of before, and some local foods have not been consumed even though they have heard about them. Recommendations have been developed in line with the research results. Keywords: Intangible Cultural Heritage, Local Foods, Self-Image Congruity Theory, Planned Behavior Theory, Edremit Gulf-Balıkesir