Determining tourists’ propensity to consume innovative cuisine: the case of molecular cuisine

In this research, which was carried out in order to obtain findings that will contribute to determine touristic product development and promotion strategies of tourism establishments serving for food and beverage industry, tourists’ propensity to consume molecular cuisine were reviewed. Moreover, it was tested whether or not there was difference between tourists’ propensity to consume molecular cuisine according to some socio-demographic variables in order to obtain indicative findings for tourism marketers within the scope of demographic segmentation which is among the market segmentation strategies. The data obtained from the research was reviewed and then reliability analysis, frequency analysis, t test, and one-way variance analysis were performed on the data. Finally, theoretical and practical implications of this study were discussed.