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Articles 1 - 30 of 161
Full-Text Articles in Marketing
Privacy And Peer-To-Peer Payment Apps, Stephen L. Baglione, Louis A. Tucci
Privacy And Peer-To-Peer Payment Apps, Stephen L. Baglione, Louis A. Tucci
Journal of Global Business Insights
Apps for our smartphones are ubiquitous. Free apps usually require exchanging personal information. Mobile payments in the U.S. are expected to almost double by 2027. Peer-to-peer (P2P) payment apps are a subcategory of said apps. Venmo is a P2P payment app that gathers user data from their smartphone and publicizes user transactions. A between-subject survey shows respondents are concerned about privacy with P2P payment apps, even when only describing what the app does. Clusters are identified when examining involvement with P2P payment apps. The covariate online privacy was statistically significant; however, age, gender, and social media use were not statistically …
Bibliometric Analysis Of Tour Guide Performance: Trends, Influential Publications, And Emerging Research Themes, Aybuke Ozsoy, Nese Yilmaz
Bibliometric Analysis Of Tour Guide Performance: Trends, Influential Publications, And Emerging Research Themes, Aybuke Ozsoy, Nese Yilmaz
Journal of Global Business Insights
The quality of tours is significantly influenced by tour guides’ communication skills, regional knowledge, and storytelling abilities. Guide effectiveness depends on factors such as training, skill development, and professionalism in guest care. Given their pivotal role in shaping tour quality and experiences, the literature consistently highlights these effects. The present study aims to make a comprehensive contribution to the existing knowledge in the field by analyzing the academic literature on the performance of tour guides using bibliometric methods. Analysis reveals that the most cited publications on tour guide performance are found in tourism and management journals, such as Tourism Management. …
Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review, Emine Kuzoren, Irem Kiris, Ismail Erkan
Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review, Emine Kuzoren, Irem Kiris, Ismail Erkan
Journal of Global Business Insights
This paper aims to review micro-influencer marketing literature to identify gaps and provide directions for future research. The authors critically assessed 99 articles that appeared in the Scopus database. As a common outcome of the findings and emerging models from studies in the literature, a comprehensive conceptual model is proposed to guide future research. It has been concluded that micro-influencers differ significantly from others in terms of their interaction power and perceived high credibility in social media marketing. Additionally, the findings clarify the uncertainty regarding the classification of social media influencers. The paper not only identifies influencers but also highlights …
The Impact Of Visual Brand Identity On Consumer Response In Rebranding: A Case Study Of Burger King, Andressa De Ungaro Dos Santos
The Impact Of Visual Brand Identity On Consumer Response In Rebranding: A Case Study Of Burger King, Andressa De Ungaro Dos Santos
USF Tampa Graduate Theses and Dissertations
This case study investigates consumer perceptions of rebranding through the lens of visual brand identity (VBI) and brand associations, focusing on Burger King’s recent rebranding. Using the Aaker Model as the theoretical framework, the study analyzes how brand awareness and associations influence consumer responses to visual identity changes. The research involves two focal areas in which comparative study will be applied by: (1) analyzing rebranding awareness by evaluating media coverage of Burger King’s new branding; (2) examining consumer-brand relationships through social media interactions to understand responses to the rebranding and to measure emotional and associative responses to visual elements. Through …
Identity-Based Autonomy And Its Impact On Connections With Identity-Linked Products And Brands, Keri L. Kettle, Carter Morgan, Americus Reed Ii
Identity-Based Autonomy And Its Impact On Connections With Identity-Linked Products And Brands, Keri L. Kettle, Carter Morgan, Americus Reed Ii
School of Marketing and Innovation Faculty Publications
We introduce a new characteristic of identity into the identity-based consumer behavior literature called identity-based autonomy: the autonomy (i.e., freedom from others' influence) versus heteronomy (i.e., real or perceived external influence) that people feel when enacting an identity. This new dimension thus captures how consumers enact a salient identity in an identity-relevant context. We create a new measure of identity-based autonomy to capture how this dimension varies across identities. We show that autonomous identities foster a greater sense of control over when, where, and how one uses identity-linked products. As a result, we demonstrate that people feel stronger connections …
Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah
Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah
Journal of Global Business Insights
In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.
Digital Transformation Perceptions In Tourism Businesses: The Case Of Batman Province, Ferhat Kurt
Digital Transformation Perceptions In Tourism Businesses: The Case Of Batman Province, Ferhat Kurt
Journal of Mediterranean Tourism Research
This study explores the perceptions of digital transformation within tourism businesses in Batman Province, with a specific focus on accommodation, food and beverage and tourism agencies. Perceptions of digital transformation are considered to have of growing influence on the tourism business, and the research of these perceptions is a critical study not only for academic research but also for practical applications. Experiences, strategies, and challenges of the businesses in digitalization are studied with qualitative research methods, specifically semi structured interviews with five businesses running in Batman, Turkey. The findings highlight the varying degrees of digital transformation awareness and the different …
The Relationship Between Communication Styles And Nonverbal Communication Level: A Study On Tourist Guides, Melike Sak, Ali Turan Bayram, Gül Erkol Bayram, Anuj Kumar, Shakeel Basheer
The Relationship Between Communication Styles And Nonverbal Communication Level: A Study On Tourist Guides, Melike Sak, Ali Turan Bayram, Gül Erkol Bayram, Anuj Kumar, Shakeel Basheer
Journal of Mediterranean Tourism Research
Communication, a fundamental tool in human interaction, encompasses a variety of methods and techniques. One such method, non-verbal communication, is a form of expression that transcends words or language. Instead, it relies on a spectrum of non-verbal cues, such as body language, eye contact, physical posture, gestures, and facial expressions, to convey meaning. In the context of tourist guiding, non-verbal communication is a key element. The non-verbal communication skills of tourist guides are pivotal in shaping the quality of the tour experience. By employing non-verbal communication techniques, guides can significantly enhance the quality of interaction with tourists, thereby optimizing communication …
The Use Of Sustainable Energy Resources In Accommodation Businesses: The Case Of Hakkâri, Murat Tamer
The Use Of Sustainable Energy Resources In Accommodation Businesses: The Case Of Hakkâri, Murat Tamer
Journal of Mediterranean Tourism Research
This study addresses the utilization of sustainable energy resources. It aims to uncover the initiatives taken by the accommodation businesses in Hakkâri to use sustainable energy resources. To achieve this, a field study was carried out in the Center, Çukurova, and Yüksekova Districts of the city by employing qualitative research methodologies involving interviews. In-depth interviews were conducted with a study group comprised of five managers selected through non-random snowball sampling. The data collected from the field were subjected to descriptive analysis and presented within the thematic framework. The findings revealed that accommodation businesses are not only concentrated on water conservation …
Producing Hospitality Experiences At Exhibitions, Elizabeth K. Wada, Paulo Sergio Gonçalves De Oliveira, Anderson Soares Lopes
Producing Hospitality Experiences At Exhibitions, Elizabeth K. Wada, Paulo Sergio Gonçalves De Oliveira, Anderson Soares Lopes
Journal of Mediterranean Tourism Research
This study presents considerations on the production of experiences in the environment of exhibitions in the city of São Paulo - SP / Brazil. Therefore, during the first phase of this investigation, bibliographical research was carried out on the subjects of hospitality, hospitality experiences, MICE - Meetings, Incentives, Conferences and Exhibitions, organizations and trade fairs. In the second part, a multiple case study strategy was adopted, consisting of the use of a case study protocol, observation and interviews with exhibition representatives. The question proposed in the research is: what are the aspects observed in the production of hospitality experiences when …
Bayesian Analysis Of Hospital Service Quality: Pre- And Post-Covid, Ling Hu
Bayesian Analysis Of Hospital Service Quality: Pre- And Post-Covid, Ling Hu
USF Tampa Graduate Theses and Dissertations
The hospital sector is the largest revenue-generating industry in the United States, with a revenue of $1.4 trillion in 2022, accounting for 5.8% of the U.S. GDP. Its service quality profoundly impacts societal welfare, especially given the aging population reached 55.8 million in 2020 and is expected to reach 82 million by 2050. Therefore, multiple policies aim to incentivize sustained healthcare service quality improvements. As an integral component of the Hospital Value-Based Purchasing (HVBP) Program, the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey, administrated by the Centers for Medicare and Medicaid Services (CMS), serves as a cornerstone …
Bibliometric Research Of Postgraduate Theses On Technology Acceptance Model Prepared In The Field Of Tourism, Mustafa Said Kocabıyık, Engin Deniz Eriş
Bibliometric Research Of Postgraduate Theses On Technology Acceptance Model Prepared In The Field Of Tourism, Mustafa Said Kocabıyık, Engin Deniz Eriş
Journal of Mediterranean Tourism Research
Within the scope of the study, 16 postgraduate theses published in the field of tourism between 2000 and 2023 were examined within the framework of the Technology Acceptance Model (TAM) concept. In line with the study, it is aimed to reveal 23-year research trends in the field of tourism. The investigations were carried out within the scope of "Technology Acceptance Model" in the Thesis Center database of the Presidency of the Higher Education Institution and the data obtained from the studies were classified. Studies obtained; It is presented with parameters according to years, number of publications, thesis type, place where …
A New Look At Consumer Responses To Certain And Uncertain Rewards, Aihui Ding
A New Look At Consumer Responses To Certain And Uncertain Rewards, Aihui Ding
USF Tampa Graduate Theses and Dissertations
Both certain rewards, which refer to incentives associated with a 100% probability of receipt, and uncertain rewards, which refer to incentives associated with probabilities of receipt that are less than 100%, are widely employed in marketing. Expected utility theory and prospect theory support the superiority of certain rewards over uncertain rewards. This research aims to investigate whether consumer aversion to uncertain rewards depends on the presence of consumer inference about firm immorality, which refers to the consumers’ belief that the firm could be engaging in unethical practices in promotions. Study 1 identifies two psychological mechanisms that explain why uncertain rewards …
Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions, Veronika Ponomarenko
Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions, Veronika Ponomarenko
USF Tampa Graduate Theses and Dissertations
This research attempts to identify contexts where non-stereotypical gender portrayals may have positive effects on consumer perceptions. It tests the perceived self-expressiveness of non-stereotypical gender portrayals as the mediating mechanism behind these effects as well as other alternative mechanisms in a comprehensive experiment. The analysis results show that an interpretation of gender through the theoretical lens of extravagance rather than self-expressiveness seems to be more appropriate. This study also introduces an overarching theoretical framework of metacognitive experiences that may explain the processes driving the effects of non-stereotypical gender portrayals on consumer perceptions. Finally, this research explores different types of gender …
Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach, Kimberly Cubre
Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach, Kimberly Cubre
USF Tampa Graduate Theses and Dissertations
Advancement teams have a pivotal role in bridging the ever-widening gap in funding for higher education institutions. As this gap continues to expand, these teams have emerged as increasingly prominent players to raise philanthropic support. This research study is aimed at enhancing the effectiveness of their engagement strategies and gaining a deeper understanding of donor motivations and intentions. Employing the Theory of Planned Behavior in conjunction with a revised and tested survey instrument (as validated by Smith & McSweeney in 2007), this study sheds light on donor behavior. It probes into donors' sentiments regarding the philanthropic tactics and communications they …
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick
Journal of Global Business Insights
Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …
Meaningful Work And Job Burnout Among Frontline Employees Of Classified Hotels In Nairobi City County, Kenya: Does Gender Identity Matter?, John Kahuthu Gitau, Rosemarie Ayuma Khayiya, Vincent Nyamari Maranga
Meaningful Work And Job Burnout Among Frontline Employees Of Classified Hotels In Nairobi City County, Kenya: Does Gender Identity Matter?, John Kahuthu Gitau, Rosemarie Ayuma Khayiya, Vincent Nyamari Maranga
Journal of Global Hospitality and Tourism
This study investigates the impact of meaningful work on job burnout (JBO) among frontline employees in Nairobi City County. Data was collected from 309 employees in various hotel categories ranging from two- to five-star-rated hotels. The present study applied the conservation of resources (COR) theory to develop a framework. It found that positive meaning in work had inverse relationships with all aspects of JBO. The negative influence of meaning-making through work significantly affected emotional exhaustion (EE) but not depersonalization (DP) and reduced personal accomplishment (RPA). The study recommends that operators and managers of classified hotels recognize the importance of boosting …
Leveraging Chatgpt For Writing In Scholarly Publications-Guidelines And Recommendations For Hospitality And Tourism Researchers, Faizan Ali
Journal of Global Hospitality and Tourism
In the ever-evolving landscape of global hospitality and tourism, the first issue of volume third of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.
The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar
The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar
Journal of Global Hospitality and Tourism
The sharing economy is a socio-economic phenomenon where surplus goods and services, aided by technology, are shared mutually among those in need and providers, coming together to exchange these goods and services. Economic crises, environmental issues, changes in social life, and technological advancements have led to the emergence of the sharing economy as an alternative model to existing goods and services. In this regard, the tourism sector has also been affected by this change, offering new travel and holiday alternatives, competitive advantages to stakeholders, the creation of new income sources, and the establishment of a more sustainable approach. Consequently, this …
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan
Journal of Global Hospitality and Tourism
This study investigates the integration of generative artificial intelligence (GAI) into hospitality and tourism marketing and its implications for industry professionals in the United States. This study employed a mixed methods approach, gathering qualitative insights from 20 professionals and quantitative data from a sample of 163 participants. The qualitative study revealed concerns about data privacy, customer trust, and ethical considerations regarding GAI implementation. However, participants acknowledged its potential to enhance personalization, engagement, and operational efficiency. The quantitative study supported these findings by showing a level of concern about risks but agreement on the benefits of GAI. Additionally, the participants were …
Learn From The Past, Covid-19 And Beyond: The Case Of Türkiye, Gül Erkol Bayram, Ali Turan Bayram, Melike Sak
Learn From The Past, Covid-19 And Beyond: The Case Of Türkiye, Gül Erkol Bayram, Ali Turan Bayram, Melike Sak
Journal of Mediterranean Tourism Research
The tourism sector has a delicate balance that is affected by its era. Political, economic, sociological problems and events affect the course of tourism, and when necessary, they can stop tourism movements. Epidemics affect tourism negatively. Covid-19 has a very different feature in terms of its effects on world tourism. In this context, the study examines the effects of Covid-19 on world and Turkish tourism. Within the scope of the study, related literature was reviewed, the effects of Covid-19 on world and Turkey tourism were examined with a qualitative approach. As a result, it can be expressed that travel restrictions …
Evaluation Of Street Foods By Tourism Stakeholders: The Case Of Batman, Hasan Önal Şeyhanlıoğlu, Berat Utku Becerikli
Evaluation Of Street Foods By Tourism Stakeholders: The Case Of Batman, Hasan Önal Şeyhanlıoğlu, Berat Utku Becerikli
Journal of Mediterranean Tourism Research
The aim of the research is to reveal the perspective of tourism stakeholders in Batman province on street delicacies. For this purpose, data were collected from 21 local stakeholders in Batman province by semi-structured interview method, which is one of the qualitative data collection techniques. The data of the study were obtained between 25.10.2023 and 25.11.2023. The data were analyzed with the help of the MAXQDA program. It was concluded that the participants had knowledge about Batman’s street delicacies. Another result of the research is that there are problems in the promotion and marketing of street delicacies. According to another …
The Assessment Of Digital Reviews By Foreign Visitors To Goreme Open Air Museum Within The Concept Of Cultural Tourism Destination, Egemen G. Tukenmez
The Assessment Of Digital Reviews By Foreign Visitors To Goreme Open Air Museum Within The Concept Of Cultural Tourism Destination, Egemen G. Tukenmez
Journal of Mediterranean Tourism Research
Cultural tourism is one of the most demanded types in tourism system by visitors and people tend to experience and witness historical and unique attractions of different types of destinations. Open-air museums constitute one of the structures that attract attention, especially for foreign visitors, within the scope of cultural tourism. With the development of technology and the increase of different channels in online travel platforms, people who visit open air museums begins to write comments about their experiences via these structures. In these comments, they possess different features of the open-air museums and factors that positively and negatively affect the …
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Effect Of Influencers On The Intention To Taste Local Food And Beverages, Yeliz Demir, Serkan Bertan
Journal of Mediterranean Tourism Research
The study aims to determine the impact of influencers promoting local food and beverages on individuals’ intention to taste local food. In this study, Instagram accounts were selected as the social media platform. The research data were obtained from Turkish Instagram users over the age of 18 by using an online survey and purposive sampling method, and usable data were obtained from 81 people. Of the participants, 56.8% stated that they follow Instagram accounts related to gastronomy, and 43.2% stated that they do not follow these social media accounts but look at the photos and videos of gastronomy accounts when …
The Effect Of Destination Image Between Place Attachment And Cuisine Brand Value: Beyağaç Culture And Tarhana Festival, Tuğçe Koştur, Serkan Bertan
The Effect Of Destination Image Between Place Attachment And Cuisine Brand Value: Beyağaç Culture And Tarhana Festival, Tuğçe Koştur, Serkan Bertan
Journal of Mediterranean Tourism Research
While meeting the food and beverage needs of the visitors participating in the festival, highlighting the elements of local cuisine is an important tool in promoting the culinary culture. The aim of this research is to measure the mediating effect of destination image on cuisine brand value and place attachment. Data were collected from visitors who participated in the Beyağaç Culture and Tarhana Festival with a questionnaire. The obtained data were analyzed with partial least squares structural equation modeling. In this context, according to the results of the research, it has been determined that the destination image has a mediating …
Brands In The Metaverse: An Examination & Taxonomy Of Marketing Strategy, Paige L. Bridges
Brands In The Metaverse: An Examination & Taxonomy Of Marketing Strategy, Paige L. Bridges
USF Tampa Graduate Theses and Dissertations
There are many definitions of the Metaverse depending on the context. The Oxford English Dictionary defines the Metaverse as a (hypothetical) virtual reality environment in which users interact with one another's avatars and their surroundings in an immersive way, sometimes posited as a potential extension of or replacement for the Internet, World Wide Web, and social media (Lea & Bradbery, 2020). Corporations have increasingly started to launch brand marketing in the Metaverse to capitalize on its 400 million monthly active users and estimated value of approximately $5 trillion by 2030 (McKinsey, 2022). As an emerging area, research on the Metaverse …
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Journal of Global Business Insights
This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
Journal of Global Business Insights
The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Journal of Global Business Insights
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …
An Indispensable Spice In Multicultural Hatay Cuisine: Sumac, Ibrahim Cekic
An Indispensable Spice In Multicultural Hatay Cuisine: Sumac, Ibrahim Cekic
Journal of Mediterranean Tourism Research
Hatay is an ancient city that has hosted dozens of civilizations in the history. Today, this city, which includes different ethnic groups, has a rich culinary culture shaped by cultural interactions. Spices are among the basic components of this cuisine. Locust powder, nutmeg, mahaleb, fennel, dried basil, cajun, Samandag’s red chili powder, zahtar, and sumac are among the most used spices in Hatay cuisine. This study was carried out to determine the traditional consumption patterns and uses of sumac, which is one of the spices identified with the gastronomic identity of Hatay. In this context, a semi-structured interview form consisting …