The factors affecting the success of gastronomy festivals: Aegean region example

In this study, it is aimed to determine the factors affecting the success of gastronomy festivals in the case of Aegean Region. A mixed study was conducted by applying semi-structured interviews to the organizers of the festival and questionnaires to the festival visitors by participating in the gastronomy festivals in the Aegean Region. The fact that the study has a mixed point of view is important because it produces a unique result. In the qualitative part of the study, descriptive analysis of the data obtained as a result of the semi-structured interview with the 11 organizers of gastronomy festival was conducted. As a result of the interviews, it has been concluded that the rich festival program, enough kinds of activities, cooperation between the stakeholders and participation by the visitors have a positive effects on the success and continuity of the festival. Five selected gastronomy festivals were visited and data from 400 participants were used in the analysis of the research. Confirmatory Factor Analysis and Structural Equation Modeling tests were performed with the help of SPSS and Amos statistical analysis programs. According to the results of the study, it was seen that the festival area and the loyalty factor significantly affected the satisfaction of the visitors. In addition, informational adequacy and food-beverage factors affect the satisfaction of visitors in a small although ıt was observed that the confirmity factor was not important for the visitors. Key words: Gastronomy, Gastronomy Festival, Success Factors, Mixed Method, Aegean Region, Turkey.