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This study examines the effect of some motivations of domestic tourists visiting Mugla related to the consumption of local Mugla food on behavioural intentions. The mediating impact of destination image on the behavioural intention effect of tourists' local food consumption motivations is also investigated.

A quantitative approach was adopted for the study’s objectives. The population of the study consisted of domestic tourists visiting Mugla, Turkiye. The sample was determined by the convenience sampling method, which is one of the non-probability-based sampling techniques, because of the characteristics of the research population. Around 390 questionnaires collected from tourists visiting Mugla were analysed. The structural equation model (SEM) was applied for testing the research hypotheses, and Bootstrap technique was used for mediation effect analysis.

Sensory motivation, which is one of the local food consumption motivations, was found to have a statistically significant effect on behavioural intention. No significant effect was found between other motivation factors (excitement, cultural, interaction and health) and behavioural intention. Also, there is a partial mediation effect of destination image in the effect of sensory motivation on behavioural intention. Whilst sensory value alone explains 28% of the effect on behavioural intention, it explains 31% of the effect on behavioural intention together with destination image.

The development of food culture in a destination and the increase in awareness of the food culture of the destination through different consumer components are of great importance for regional tourism. This research contributes to the gastronomy tourism literature in terms of examining the local food consumption motivations that are effective in visitors' experiences of Mugla food, the effect of these motivations on revisits and the role of Mugla destination image.

By conducting a longitudinal study, this study aims to investigate how the role of hotel attributes in destination competitiveness changed through the stages of pre-, amid and recovery from the crisis.

First, the latent Dirichlet allocation method was used to identify hotel attributes from 15,137 online reviews, and then a sentiment analysis was performed to determine tourist satisfaction with the subject attributes. Second, separate asymmetric impact competitor analyses were conducted for the three stages of the crisis, and their results were compared with understand how the role of the hotel attributes changed throughout the crisis.

The results revealed that the impacts of hotel attributes on tourist satisfaction and destination competitiveness differed significantly at each stage of the crisis.

This research expands the existing literature by offering valuable insights by elucidating the changing characteristics of hotel attributes at each crisis stage. The results extend the body of knowledge in destination management by providing evidence on the validity of asymmetric impact competitor analysis.

To fully understand the impact of a crisis (e.g. COVID-19) on destination competitiveness with a focus on the hotel sector, this research conducted a longitudinal study that covers three stages of the crisis (i.e. pre-, amid and post-crisis). Moreover, unlike previous studies, this research considers the asymmetric relationships between service attributes and overall tourist satisfaction, as well as competitors’ information.

Transitional periods are important for people, such as birth, marriage and death, are important times when ceremonial meals are prepared and served and certain practices are carried out. These periods and the practices constitute our gastronomic cultural heritage. In order to keep our cultural heritage alive and pass it on to future generations, existing values must first be identified and recorded. For this reason, in this study, gastronomic practices of Mentese's transitional periods were examined within the scope of intangible cultural heritage.

In this research, data was collected using ethnographic design, which is one of the qualitative research methods, and document analysis, interviews and focus group studies, as well as participant observation techniques and image/audio materials. The sample was determined using snowball sampling, convenience sampling and maximum diversity sampling methods. In the analysis of the data, themes and codes related to gastronomic practices in transitional periods were created and direct quotations were included with a descriptive approach.

It has been found that traditions are kept more alive in rural areas, while those living in the city centres no longer perform these practices dating back to the ancient times. Participants attribute the main reason for this to the fact that economic conditions are not favourable and that some traditional practices are “unnecessary” today. While wedding meals, which are the main part of the weddings, used to be made by women in the past, they are now mostly made by catering companies.

It was accepted that some of the participants started to give short answers as the duration of the interview increased and that the answers given were limited to what the participants could remember.

This study reveals special day meals and practices, rituals and traditions related to food within the scope of Mentese's culinary culture, which has a very deep-rooted history. In this regard, in addition to making an important contribution to the literature, the study also contributes to the articles about “recording and promoting the culture” mentioned in the Intangible Cultural Heritage convention.

Marketing agility has gained more attention from scholars and managers due to the current and emerging conditions of the COVID-19 pandemic. The pandemic has changed the marketing landscape, resulting in a dramatic shift in consumer behavior in the worldwide lockdowns. Consumers sought an efficient response and reaction in real-time to their changing needs, concerns, and priorities. The shift in consumer behavior and demand forced service enterprises to develop dynamic marketing plans to adjust to the new normal that created unprecedented disruptions in their traditional business. As one of the most dynamic sectors of service marketing, tourism was challenged by the pandemic-related restrictions and contemporary competitive circumstances and faced the destructive, yet transformative impacts of the outbreak. The tourism enterprises all over world were compelled to implement innovations to adjust to the new customer preferences and needs for a sustainable change to develop dynamic marketing solutions. This chapter aims to review and analyze how the tourism enterprises gravitated to a new approach and implemented an agile marketing strategy focusing on the emerging customer priorities, based on analysis of the hotel websites. A functioning group of 4 and 5-star hotels located in Bodrum, Turkey, was selected and their website updates from the beginning of the COVID-19 pandemic to the proliferation of the vaccines were examined considering the official data on inbound, domestic and outbound tourism. The findings provided an insight into the concept of agile in tourism marketing applied to a function characterized by the radically changing conditions that bring in new threats and opportunities.

The purpose of this paper is to build a case against strategic equifinality. This is accomplished by employing hybrid ideal types approach and testing the effect of these strategic types on firm performance among service firms in the context of a developing country.

Data were collected via a self-administered survey. The final sample of this study encompassed 169 ideal type hybrid companies operating in the tourism industry in Mugla, Turkey.

The research findings indicate that prospectors and hybrid prospector-analyzer (PA) orientations outperform defenders based on several financial and non-financial performance measures. However, all other strategic orientations show identical performance.

The research findings imply that adopting a hybrid strategy is a viable option. In addition, SMEs in developing countries should exercise some caution when deciding to adopt a defender strategy.

This study uses hybrid ideal types for service firms in a dynamic business environment in a developing country.

The purpose of this paper is to investigate the perceptions of tourism-related non-governmental organization (NGO) managers on overtourism trends in Antalya, Turkey.

Focus group study was implemented and three focus group interviews were undertaken with 34 NGO managers in total as a sample. The population of the research consisted of 65 tourism-related NGO managers in Antalya.

The results of the research reveal that Antalya was perceived as neither in a tourism development stage nor afflicted by overtourism by NGO managers. NGOs are one of the major stakeholders in the tourism industry, and hence their perceptions of overtourism would probably be the stimulating force for further sustainable development in the destination.

The limitation is that the research was realized voluntarily by 34 NGOs in Antalya. It would have been better to have more volunteer respondents.

The viewpoints of stakeholders about their perceptions of tourism development in Antalya would be a helpful next step to refer back to practitioners so as to develop further strategic plans from their perspectives.

As social exchange theory states, communities benefiting from tourism development will support further improvement in tourism. Hence, in their role as spokespersons for the community, the perceptions of NGOs will influence decision-makers to draw implications from the study for wider consideration.

As a consequence, a model was proposed according to the results of the research. The findings of the research paper highlight the evolution of high-flow tourism in the destination.

This paper aims to examine the convergence pattern of residential house prices in a panel of 55 major cities in Turkey over the period between 2010 and 2018 and to investigate the determinants of convergence club formations.

The authors applied the log t-test to identify the convergence clubs and estimated ordered logit model to determine the key drivers.

The results suggest that there are five convergence clubs and confirm the heterogeneity of the Turkish housing market. Istanbul, the commercial capital, and Mugla, an attractive tourist destination, are at the top of the housing market and followed by the cities located in the western part, particularly along the Aegean and Mediterranean coasts of Turkey. Moreover, the ordered logit model results point out that the differences in employment rate, climate, population density and having a metropolitan municipality play a significant role in determining convergence club membership.

Large-scale policy measures aiming to increase employment opportunities in rural cities of central and eastern provinces and providing lower land prices and property taxes in the metropolitan cities of Turkey can help mitigate some of the divergence in the house prices across cities.

The novelty of this study lies in employing a new data set at the city level containing 55 cities in Turkey, which is by far the largest in terms of city coverage among emerging market economies to implement the log t-test. It also contributes to the literature on city-specific determinants of convergence club formation in the case of an emerging economy.

The aim of this research is to determine the price fairness of the social servicescape and the effect of price fairness on customer trust. In this context, first of all, the effect of the social servicescape on price fairness and then the effect of price fairness on customer trust were tested.

The universe of the research consists of people who visit Starbucks coffee stores. In the study, data were collected from 338 people who visited Starbucks coffee stores. The relationships between the variables were analyzed using the Structural Equation Modeling (SEM) Technique.

As a result of the research, it was concluded that employees, other customers and social crowds, which are from the dimensions of the social servicescape, do not have a significant effect on price fairness, the interaction between employee and customer, which is from the sub-dimensions of the social servicescape, has an effect on customers' perception of price fairness, and price fairness also has an effect on customer trust.

The important point in this research is to determine the effect of the social servicescape on price fairness, which has not been studied in the literature before. Although the effect of physical servicescape on price justice has been investigated, the effect of social servicescape on price justice has not been investigated. When evaluated from this point of view, it is thought that the research will have an important contribution to the literature.

Purpose – This chapter aims to explore and discuss how women paid and unpaid labor in weaving is positioned in the flexible production chain in the context of local development.

Methodology/approach – It is based on a research11Report on Effects and Results of the Relationships between Manufacturers and Local Weavers on the Local Social Structure: Cases of Mugla/Yesilyurt, Istanbul/Sile and Kastamonu in collaboration with Asuman Turkun-Erendil and supported by Mugla University Research Projects Unit, 2006 (unpublished project report). study, using mainly oral history methods, of three weaving centers in Anatolia in their attempts to achieve local development through the restructuring of their traditional craft.

Findings – This study shows how a flexible production process is organized in ways in which women's labor is almost always positioned as cheap and insecure. In this process, through production of hegemonic discourses, symbolic capital of secure women's work is drastically decreased and that of the production activity itself (weaving) is increased. It also discusses how the state as the main carrier of symbolic violence, plays an important role in expansion of flexible production and informality directly (with its policies applied in its own enterprises) or indirectly (with its policies in general).

Originality/value of paper – By focusing on the mechanisms through women's labor is kept cheap or unpaid in the organization of the entire production process and also on the relationships between women's labor and the state in local development context, critical points for future discussion and policy-making are raised.

The purpose of this study is to examine the influences of transformational leadership behaviors on followers’ task performance and organizational citizenship behaviors, the potential mediating role of affective trust and moderating effect of follower tenure with leader in these relationships.

The authors collected survey data from 197 employees from various organizations in Turkey, operating in several sectors. To test the relationships among study variables, the authors followed the moderated mediation procedure suggested by Hayes (2013).

The findings indicated that transformational leadership behaviors have significant positive effects on both followers’ task performance and organizational citizenship behaviors. Furthermore, mediational analyses showed that affective trust mediated the relationship between transformational leadership behaviors and followers’ task performance. Moreover, the moderation analysis shows that the effect of transformational leadership behaviors on affective trust depended on leader–follower dyadic tenure, with the effect of transformational leadership behaviors being greater at high level of leader–follower dyadic tenure.

This study provides evidence of the positive relationship of transformational leadership behaviors with followers’ affective trust at work and task performance. Such knowledge suggests that improving leaders’ skills and capabilities in terms of transformational leadership through training might lead organizations to work more effectively.

This study contributes to the existing literature by showing the importance of affective trust, explaining why transformational leaders can motivate and influence followers to achieve a higher performance. In addition, this research provides knowledge about transformational leadership effectiveness in developing countries, mainly in Turkey.