Components of experience of gastro tourists: A research in the scope of gastronomy tours

The gastronomy tourism, which is one of the most dynamic and fastest growing tourism types of the tourism market, can create an important source of attraction for countries and regions. Gastronomy tourism can provide tourists with memorable experiences by offering a unique range of products. In recent years, with the increase in the number of tourists traveling for gastronomic values, studies have increased for this audience to provide better service and experience. However, studies revealing the experiences of gastro tourists are still insufficient. In this sense, in order to successfully realize gastronomy tourism which has developed rapidly in recent years and the gastronomy tours increased in parallel to that, it is quite important to determine gastronomic experiences and provide services and experience accordingly. In this context, the aim of this study is to identify the experience components of gastro tourists participating in gastronomy tours within the framework of their reasons for participation, to reveal what kind of experience they had and to obtain information about their future behavioral intentions based on their memorable gastronomic experiences. In addition, it is aimed to provide suggestions to destination marketers and managers, businesses and individuals who provide gastronomic services by offering a better understanding of the needs, wishes and expectations of gastro tourists. In the study conducted with a qualitative method approach; semi-structured interview, participant observation, netnography and the previous experiences of the researcher were used to collect data. 35 persons interviewed were selected by purposeful sampling method. Besides, participant observation was carried out in various gastronomic tours, festivals, museums and markets. Moreover, the online comments of tourists who participated in gastronomy tours on the Tripadvisor website were analyzed. The obtained data were analyzed by descriptive and content analysis method. According to results of the research, it was determined that the components of memorable experience of gastro tourists consist of 4 themes and 28 codes. The detected themes are memorable experiences based on the product, relationship, activity and environment.