Local people's perception and awareness towards gastronomy tourism; The example of Tokat province

Gastronomy tourism has emerged as a form of tourism in which local culinary heritage is promoted through the experience of destination-specific food and beverages, thereby shaping tourists' travel motivations. In this context, the effective presentation of local culinary culture contributes to strengthening the destination image, increasing tourist satisfaction, and enhancing the likelihood of repeat visits. The primary objective of this master's thesis is to determine the levels of perception and awareness of the local population residing in the province of Tokat regarding gastronomy tourism, and to analyze the relationship between these two variables. In line with this aim, a comprehensive literature review was conducted to establish the theoretical framework, and a research model consisting of two main hypotheses was developed. The research population consists of individuals residing in Tokat throughout the year 2024. During the data collection process, a questionnaire form consisting of three sections was utilized, and the survey was administered online to participants. A total of 559 valid responses were included in the analysis. Data were analyzed using the SPSS 20 statistical software package, and frequency distribution, factor analysis, correlation, and simple linear regression tests were employed. The findings revealed that the local population generally holds a positive perception of gastronomy tourism, while their level of awareness was found to be moderate. Furthermore, a positive, statistically significant, and moderate-level relationship was identified between the perception and awareness variables. Based on these findings, several policy and practice recommendations were proposed to support the sustainable development of gastronomy tourism in Tokat by enhancing local participation and increasing awareness levels.