The effect of local and beverages on behavioral intention: Research on tourists visiting Trabzon

Nowadays, with the increasing importance of food and beverage activities in the tourism sector, local food and beverages that reflect the identity and cultural values of the region where they are produced It has become inevitable that it will gain importance. In this context, tourists demands and expectations A perception of local cuisine that plays an important role in the destination selection stage among has emerged. In this study, tourists consumption of local food and beverages motivation factors; ''local shopping'', ''local food'', ''local drinks'', It was determined as 'respect/prestige'' and ''familiarity''. Their relationships with satisfaction and behavioral intentions were examined. Research data was obtained from people who visited the city of Trabzon and experienced local food and beverages. It was obtained by including 403 domestic tourists in the study. Obtained with in the scope of the research validity and reliability analysis, explanatory and confirmatory factor analysis, correlation analysis and structural equation modeling were applied. The analysis revealed that local food and beverage consumption has a significant and positive effect on customer satisfaction and a significant and positive effect on behavioural intentions.