THE IMPACT OF CONSUMER ETHNOCENTRISM ON LOCAL FOOD CONSUMPTION MOTIVATION IN TOURISM

Authors : Cihan Yılmaz

Pages : 493-518

Doi:10.58884/akademik-hassasiyetler.1714658

View : 60 | Download : 147

Publication Date : 2025-12-31

Article Type : Research Paper

Abstract :This research aims to examine the relationship between consumer ethnocentrism and the consumption of local gastronomic products in hospitality establishments. Ethnocentric tendencies influence individuals to develop negative attitudes toward foreign-origin products and positive attitudes toward domestic ones. This tendency significantly affects the preference for local gastronomic elements offered within the hospitality industry. The study further investigates whether participants’ ethnocentric tendencies and motivations for local food consumption differ significantly across socio-demographic variables. Research data were analyzed using quantitative methods, including correlation, regression, one-way analysis of variance (ANOVA), and independent sample t-tests. Empirical findings revealed a statistically significant, strong, and positive correlation between consumer ethnocentrism and local food consumption. Socio-demographic factors such as age, gender, education, and income also significantly influenced ethnocentric attitudes and preferences toward local gastronomic products. These results provide valuable insights for promoting local products, designing marketing strategies, and segmenting consumers in the hospitality sector. The motivation for consuming local gastronomic products is not solely nutritional but also socio-cultural and identity-driven. In this context, the study contributes theoretical value to academic literature and offers practical implications for industry applications.
Keywords : Tüketici etnosentrizmi, Yerel Yiyecek Tüketimi, Konaklama İşletmeleri

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