The moderating role of habit in the effect of gastro-tourist experience destination image and attitude on behavioral intention towards tea culture as an intangible cultural heritage element

The aim of this study is to determine the current situation of tea tourism in Rize province. In line with the main purpose, the research has two sub-objectives. The first sub-objective is to determine the current situation regarding tea culture and tourism in Rize, to identify problems and to develop suggestions. The second sub-objective is to determine the regulatory role of habit in the effect of gastro-tourist experience, destination image and attitudes on behavioral intentions of tourists participating in tea-related activities in Rize. In this context, a mixed method was preferred in the research to conduct interviews with stakeholders and a survey with tourists. The theoretical framework was determined first. In the implementation phase, face-to-face and semi-structured interviews were conducted with 12 stakeholders who have knowledge and experience about tea culture and tourism in Rize for the first purpose of the research. Deliberate and snowball sampling method was preferred in determining the participants to be interviewed. The data obtained as a result of the interviews were subjected to descriptive analysis and content analysis with MAXQDA 2024 qualitative analysis program. The data obtained are classified as Rize's current situation regarding tea tourism, problems and solution suggestions for these problems. In line with the data obtained as a result of the interview, the process for the second sub-objective of the research was started. In the quantitative part of the research, a survey was conducted with tourists who visited Rize and participated in tea-related touristic activities to determine the regulatory role of tea drinking habit in the effect of gastro-tourist experience, destination image and attitude on behavioral intentions. Deliberate sampling method was used in the survey application and 402 tourists were reached. The data were analyzed with SPSS statistical program. As a result of the analysis of the data obtained, it was determined that tourists' gastro-tourist experience, destination perceptions and attitude had significant effects on their behavioral intentions, but the habit did not have a regulatory role. In the literature on tea tourism, no study has been encountered that comprehensive and holistic manner within the framework of intangible cultural heritage, with supply/demand aspects and using mixed methods. In addition, there is no study has been encountered that examines gastro-tourist experience, destination, image, attitude, habit and behavioral intention together. In this direction, it is thought that this study will contribute to the literature with its scope and results. Keywords: Intangible cultural heritage, culture of çay (tea) a symbol of identity hospitality and social interaction, gastro-tourist experience, destination image, attitude, behavioral intention.