A model proposal for the role of gastroguidance in the development of consumers' travel motivation: The sample of Turkey

Countries hava had rich culinary contents from each other as a consequence of the ethnic and local cultures of different civilizations in the world. These cuisines, which have rich content of countries are used as an alternative tourism type in the tourism sector, and it provides foreign exchange income to countries directly or indirectly. Considering the increasing competitive cutthroat conditions and rapidly developing technology, effective promotion and rich content presentations are necessary to bring owned cultural and local values to the fore. Effective presentations and promotions are not only limited through the media, fairs, panels, symposium etc., but it is also done by the tourist guides who are in direct contact with tourists and take part in the role of tourism ambassadors of countries. In this context, the study aims to develop a model proposal for gastroguidance so that the professional tourist guides, one of the most important tourism ambassadors of country can provide effective services for the field of gastronomy, which is rapidly developing and provides foreign currency inflows to the countries. The fact that there has not been a thesis examining the subject in this context before, preserving the originality of the subject and it is not included enough in the relevant literature shows how important it is. In this respect, since detailed and in-depth field research is needed for developing a model proposal in the study; the use of qualitative research method has been preferred. Within the scope of the study, the interviews with actively touring gastroguides, travel agencies organizing gastronomic tours, gastrotourists and guide-academicians accompanied by semi-structured questions have been carried out. The participants of the interview have been selected from experts and the experts in their fields by using purposive sampling method. In the interviews with different samples, a total of 55 questions, mostly independent of each other, were asked to the participants in order to examine the subject in detailed way and to develop a model proposal. Some certain parts of these questions were asked in the form of common question to develop a model proposal for gastroguidance, different opinions and suggestions of the participants from a separate sample were taken. Additionally, having participated in gastronomy tours with participant observation; previous individual experience has been used. The data obtained as a result of the research, has been subjected to descriptive method and content analysis. According to the findings of the research, many themes and codes were determined; however 4 different themes were created such as the qualifications that gastroguides should have, knowledge and skills, roles and trainings. In the model which is created for gastroguidance, it has been revealed that gastro guides have more promotional and transfering roles, and that they themselves should have theoretical and practical trainings for eating and drinking. Besides, it has been determined that they should have general culinary knowledge, product knowledge and knowledge about the history of eating and drinking, and they should be curious and explorers about eating and drinking by themselves. Keywords: Gastronomy, Gastroguidance, Travel Motivation, Tourist Guide, Tourism.