The impact of visitors' Instagram use on behavioral intention within the scope of the technology acceptance model: The case of the Alaçatı Herb Festival

The aim of this research is to examine the impact of Instagram marketing activities carried out within the scope of gastronomy festival on the behavioral intentions of visitors within the framework of technology acceptance model variables. The study was conducted in line with the quantitative data collected from 413 visitors who attended the Alaçatı Herb Festival. The survey method was used in the data collection process and the obtained data were analyzed with the SmartPLS 4.0 program. As a result of the analysis, it was seen that the personalization, fashionability, entertainment and interaction dimensions evaluated within the scope of Instagram marketing activities affected the perceived ease of use and usability levels of the participants. It was determined that these perceptions significantly predicted the attitude towards use and behavioral intention. The results of the research reveal that the technology acceptance model provides an explanatory framework in this context and that social media marketing strategies are effective in shaping the behavioral intentions of users. In line with the findings obtained, it is suggested that digital marketing applications in gastronomy festivals should be restructured to focus on user experience.