Adaptation of Traditional Tavern Culture to New Generation Taverns, Loyalty, and the Impact of Social Benefit: The Case of Çanakkale

Traditional taverns have endured as significant cultural assets of Anatolian lands. However, changes in consumption habits have led to the emergence of new-generation taverns. This shift has resulted in the neglect of traditional taverns, which are an important component of cultural heritage. This study focuses on traditional taverns and their patrons within the scope of intangible cultural heritage. It investigates the effects of individuals’ perceptions of traditional tavern culture, loyalty to traditional taverns, and perceptions of social benefit on their adaptation to new generation taverns. The research was conducted with individuals in Çanakkale who embrace traditional tavern culture. Data were collected from 409 regular patrons of traditional taverns in Çanakkale using face-to-face and online survey techniques. Relationships among the latent variables were analyzed through structural equation modeling (SEM). The findings indicate that traditional tavern culture positively influences loyalty and social benefit. Similarly, individuals’ perceptions of social benefit regarding traditional taverns were found to increase loyalty, yet showed no significant effect on adaptation to new generation taverns. Moreover, as individuals’ traditional tavern culture strengthens, their adaptation to new generation taverns decreases. Likewise, higher loyalty to traditional taverns corresponds to lower adaptation to new generation taverns. Additionally, as individuals age, their adaptation to new generation taverns declines. However, no significant relationship was found between traditional tavern experience and adaptation to new generation taverns. These results highlight the role of traditional tavern culture in preserving cultural heritage and its implications for understanding changing consumption patterns in the hospitality sector.