Investigation of the factors affecting healthy menu item selection behaviors of local and foreign tourists in the East Black Sea Region: A structural equality model approach

Obesity has become an important health problem worldwide, increasing day by day. In order to find a solution to the problem, in this study, the factors that are effective in healthy menu item selection behaviors of tourists were investigated based on the planned behavior theory and prototype/willingness model. 515 questionnaires collected by convenience sampling method were analyzed using t-test, one-way ANOVA, hierarchical regression and structural equation modeling. Hierarchical regression results revealed that self-efficacy has a more positive effect on healthy menu item selection behavior than perceived behavioral control. Structural equation modeling analysis results revealed that attitude (t=4,59; p<0,01), descriptive norm (t=3,79; p<0,01) and self-efficacy (t=7,06; p<0,01) have positive effects on healthy menu item selection behavior. The results showed that tourists make a reactive (behavioral willingness) decision in their healthy menu item selection behaviors in line with their desire to try the food in holiday destinations. This study is important in terms of being the first study to investigate the factors that affect healthy eating behaviors of tourists.