The effect of eating alone on behavioral intention: A case of Rize

JOURNAL OF MULTIDISCIPLINARY ACADEMIC TOURISM, cilt.9, ss.13-21, 2024 (Hakemli Dergi)

In the modernizing and developing world conditions, eating and drinking habits and

behaviors of individuals also change. With the effect of this change, consumers' collective

eating habits have started to be replaced by individual eating. It is possible to state many

reasons for this. The concept of eating alone, which has come to the fore in recent years, is

very important for food and beverage businesses. It is because determining the needs of this

changing customer profile and knowing the behaviors of this customer profile means

determining the steps to be taken for these businesses. Therefore, in this study, the effect of

eating alone on behavioral intention was investigated. There is no study examining the

relationship between these variables. In addition, bungalow accommodation facilities, which

have been under construction in Rize in recent years, are also businesses that will attract the

attention of tourists with a eating alone profile. Therefore, it is also important to investigate

these variables in Rize. A questionnaire form was created to measure this effect, and a total

of 406 usable data were obtained. These data were subjected to various analyses using SPSS

24 and AMOS programs. As a result of these analyses, it was found that eating alone had no

significant effect on behavioral intention. This result could not be compared since there is no

finding in the literature addressing these variables. Therefore, testing the relationship

between eating alone and behavioral intention as a whole through the model created for this

research fills the gap in the literature. As a result of this result, suggestions for future studies

and tourism policy makers are presented.