MOTIVATIONS FOR CONSUMING LOCAL FOODS: A STUDY ON GENERATIONS X, Y, AND Z

This study was conducted to determine tourists' motivations for local food consumption and examine how these motivations differ according to demographic variables.According to the descriptive analysis of data obtained from 403 participants, the general motivation level was found to be moderate-high ( = 3.48).Participants particularly emphasized the role of local foods in providing cultural exploration, authentic experiences, and sensory satisfaction.While expressions such as "experiencing different cultures" and "having experiences in original settings" had the highest means, functional motivations like health and nutrition remained at lower levels.Statistical analysis results showed no significant difference according to gender (p = 0.987).However, significant differences were observed in education level, income level, and generational variables (p < 0.05).As education and income levels increase, motivation for local food consumption also increases.Among generations, Generation Y's low motivation level is particularly noteworthy.According to Post Hoc analyses, Generation Y demonstrated statistically significantly lower motivation in local food consumption compared to both Generation X and Generation Z.This indicates that gastronomic tourism tendencies differ markedly across generations.Overall, the study reveals that cultural, aesthetic, and social elements are prominent in local food consumption; however, these motivations vary significantly according to individuals' demographic profiles.The findings suggest the need for generation-based strategies in destination marketing and practices that consider differences in education and income levels.