Abstract:

Conspicuous consumption is generally among the behavior patterns of individuals in the upper income group, and it is seen that sometimes people in the middle and lower income groups can exhibit these behaviors by imitating those in the upper income group. Especially food and beverage businesses are places where conspicuous consumption, conspicuous sharing and impulsive buying tendencies are common. Accordingly, the aim of the study is to determine whether the conspicuous consumption, conspicuous sharing and impulsive buying tendencies of domestic tourists visiting the food and beverage establishments in Muğla differ according to the demographic characteristics of the participants. In addition, the effect of conspicuous consumption and impulsive buying on conspicuous sharing was also examined in the study. The data related to the study were collected with a questionnaire. After testing the collected data, validity and reliability; T-Test, ANOVA Test, correlation and regression analysis were used. According to the results of the study, it was determined that the conspicuous consumption and conspicuous sharing tendencies of the participants were low, and that conspicuous consumption and impulsive buying had a significant and positive effect on conspicuous sharing. While it is suggested in the study to take necessary measures to reduce the social harms of conspicuous consumption. In addition, it is stated that destinations and food and beverage businesses can benefit from the results of this study, especially in market research.

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