Özet:

Based on the cognitive theory and cognitive behavior theory, it can be said that the neophobia tendency, which is defined as the fear of novelty, will affect the behavior of individuals in the face of a new stimulus. Therefore, in this study, it is aimed to test the relationship between the neophobia tendencies of the local people in Rize and the perception of tea tourism. As it is known, tea is an important part of Turkish culture and lifestyle. It is seen that tourism activities have recently been diversified in the regions where the tea plant is grown. Tea tourism is intensely done in regions where tea plants are grown, especially in countries such as the People's Republic of China, Sri Lanka and India, and it is increasingly in demand thanks to post-modern tourism dynamics. The province of Rize, where the tea plant is grown, has a high potential in terms of tea tourism along with other touristic attractions. In this context, the local people’s opinions on the subject are important. Quantitative research approach was adopted in the study and the design of the research was determined as the screening model, which is one of the non-experimental methods. Questionnaire technique was used to collect data. As a result of the study, a negative relationship was found between individuals’ neophobia tendency and the perception of tea tourism. It was concluded that as individuals’ neophobia tendencies increase, the negative effects of tea tourism are focused on while the positive effects of tea tourism are focused on as their neophobia tendencies decrease. In line with the results obtained, various suggestions were made for tourism stakeholders in the public and private sectors.

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