Relations Among Variety-Seeking, Attitudes Toward Culinary Innovation, Gastronomic Image, and Behavioral Intentions: The Moderating Role of Social Media Use

Year 2025, Issue: Advanced Online Publication

Nurgül Boz

https://doi.org/10.30519/ahtr.1728736

Abstract

This study investigates the interactions between tourists’ variety-seeking tendencies, attitudes toward culinary innovations, perceptions of gastronomic image, and behavioral intentions regarding local food consumption and destination revisits. It also examines the moderating role of social media usage in the relationship between attitudes towards culinary innovation and gastronomic image. Data were collected from 1,028 foreign tourists visiting Alanya, Türkiye, between April and June 2023, and 786 valid responses analyzed using confirmatory factor analysis and structural equation modelling. The findings reveal that variety-seeking behavior positively influences both attitudes toward culinary innovation and gastronomic image, while attitudes toward culinary innovation significantly affects tourists’ perceptions of gastronomic image, which then significantly influences tourists’ intentions to consume local food and revisit. Furthermore, social media usage moderates the effect of attitudes towards culinary innovation on gastronomic image. The findings also provide practical insights for destination marketers and hospitality businesses by highlighting the role of gastronomic image in shaping tourist behavior and its potential contribution to destination incomes.

Keywords

variety seeking , culinary innovation , gastronomic image , local food consumption , destination revisit , social media

Ethical Statement

This study was approved by the Ethics Committee of Akdeniz University, Social and Human Sciences Scientific Research and Publication Ethics Committee, on 20.03.2023, Decision No: 137. All participants were informed about the research purpose and voluntarily participated. Confidentiality and ethical standards were ensured throughout the research process.

Supporting Institution

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Thanks

The authors gratefully acknowledge the supervision and insightful contributions of Prof. Dr. Bahattin Özdemir, who guided the study with academic rigor and encouragement.

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