Antecedents of Gastronomy Destination Brand Equity: An Examination of Gastronomy Experience, Motivation, and Destination Satisfaction

Year 2023, Volume: 11 Issue: 1, 45 - 71, 01.03.2023

Davut Kodaş , Çağıl Hale Özel

https://doi.org/10.30519/ahtr.1009968

Cited By: 8

Abstract

This paper aims to test the relationships among gastronomic experience, motivation, destination satisfaction, and gastronomy destination brand equity. Data (n:600) was gathered from domestic visitors visiting Gaziantep in March, April to May 2018. Scale development to measure gastronomy experiences and scale adaptation process of destination brand equity were carried out. The relationships among the variables were examined with structural equation modeling. According to the findings, except H5 and H8, all hypotheses are significant in the research model. At the end of the study, significant theoretical and managerial implications were provided for the tourism providers and destination marketers, and managers.

Keywords

Gastronomy Experience, Gastronomy Motivation, Destination Brand Equity, Gaziantep

References

• Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press.
• Adongo, C. A., Anuga, S. W., & Dayour, F. (2015). Will they tell others to taste? International tourists' experience of Ghanaian cuisines. Tourism Management Perspectives, 15, 57-64.
• Aksoy, Z., & Kodaş, B. (2021). Determining the food experiences of tourists visiting Istanbul through online reviews. In Cihan Cobanoglu, Ebru Gunlu Kucukaltan, Muharrem Tuna, Alaattin Basoda, Seden Dogan (Eds.), Advances in Managing Tourism Across Continents (pp. 623-636), USF M3 Publishing, USA.
• Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411-423.
• Atsız, O., Cifci, I., & Law, R. (2022). Understanding food experience in sharing-economy platforms: Insights from Eatwith and Withlocals. Journal of Tourism and Cultural Change, 1-26.
• Babolian Hendijani, R. (2016). Effect of food experience on tourist satisfaction: the case of Indonesia. International Journal of Culture, Tourism and Hospitality Research, 10(3), 272-282.
• Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research, 48, 121-139.
• Beer, S. (2008). Authenticity and food experience–commercial and academic perspectives. Journal of Foodservice, 19(3), 153-163.
• Berbel-Pineda, J. M., Palacios-Florencio, B., Ramírez-Hurtado, J. M., & Santos-Roldán, L. (2019). Gastronomic experience as a factor of motivation in the tourist movements. International Journal of Gastronomy and Food Science, 18, 100171.
• Bianchi, C., Pike, S., & Lings, I. (2014). Investigating attitudes towards three South American destinations in an emerging long-haul market using a model of consumer-based brand equity (CBBE). Tourism Management, 42, 215-223.
• Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of Brand Management, 17(6), 446-458.
• Björk, P., & Kauppinen-Räisänen, H. (2014). Culinary-gastronomic tourism–a search for local food experiences. Nutrition & Food Science, 44(4), 294-309.
• Björk, P., & Kauppinen-Räisänen, H. (2016). Local food: a source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177-194.
• Boo, S., Busser, J., & Baloglu, S. (2009). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30(2), 219-231.
• Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73, 52–68.
• Chang, R. C., Kivela, J., & Mak, A. H. (2010). Food preferences of Chinese tourists. Annals of tourism research, 37(4), 989-1011.
• Chekalina, T., Fuchs, M., & Lexhagen, M. (2018). Customer-based destination brand equity modeling: The role of destination resources, value for money, and value in use. Journal of Travel Research, 57(1), 31-51.
• Chen, C. & Chen, F. (2010). Experience quality, perceived value, satisfaction, and behavioral intentions for heritage tourists. Tourism Management, 31, 29-35.
• Chen, C. F. (2011). Exploring relationships between destination brand equity, satisfaction and destination loyalty: A case study of Mongolia. Journal of Tourism, Hospitality & Culinary Arts, 3(2), 81-94.
• Chi, C. G., & Qu, H. (2008). Examining the relationship between tourists’ attribute satisfaction and overall satisfaction. Journal of Hospitality Marketing & Management, 18(1), 4–25.
• Churchill, G. A., Jr., & Suprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19, 491–504.
• Cifci, I., Atsız, O., & Gupta, V. (2021). The street food experiences of the local-guided tour in the meal-sharing economy: the case of Bangkok. British Food Journal, 123(12), 4030-4048.
• Cohen, E. (1979). A phenomenology of tourist experience. Sociology, 13(2), 179–201.
• Da Costa Mendes, J., Oom do Valle, P., Guerreiro, M. M., & Silva, J. A. (2010). The tourist experience: Exploring the relationship between tourist satisfaction and destination loyalty. Turizam: međunarodni znanstveno-stručni časopis, 58(2), 111-126.
• Dann, G. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184-194.
• Das, G., & Mukherjee, S. (2016). A measure of medical tourism destination brand equity. International Journal of Pharmaceutical and Healthcare Marketing, 10(1), 104-128.
• Dedeoğlu, B. B., Van Niekerk, M., Weinland, J., & Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, 11, 211-230.
• Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56.
• DeVellis, R. F. (2003). Scale development: Theory and applications. (2. Edition). London: Sage Publications.
• Devesa, M., Laguna, M., & Palacios, A. (2010). The role of motivation in visitor satisfaction: Empirical evidence in rural tourism. Tourism Management, 31(4), 547-552.
• Ding, C. G. & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
• Ding, D. & Lee, H. M. (2017). A measurement scale for food festival visitor experience. International Journal of Tourism Sciences, 17(3), 180-197.
• Erbaş, A, P. (2010). The effect of experiential marketing on customer satisfaction and loyalty: A study on Starbucks. Unpublished master’s thesis, Marmara University, İstanbul, Türkiye.
• Everett, S., & Aitchison, C. (2008). The role of food tourism in sustaining regional identity: A case study of Cornwall, Southwest England. Journal of sustainable tourism, 16(2), 150-167.
• Fathabadi, H., Nejad, M. R. O., & Alizadeh, H. (2017). An investigation of the factors affecting tourism destination brand equity. Asian Journal of Social Sciences & Humanities, 6(1), 101-113.
• Ferns, B. H., & Walls, A. (2012). Enduring travel involvement, destination brand equity, and travelers’ visit intentions: A structural model analysis. Journal of Destination Marketing & Management, 1(1-2), 27-35.
• Fields, K. (2002). Demand for the gastronomy tourism product: motivational factors. In Tourism and gastronomy (pp. 50-64). Routledge.
• Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach. Journal of Consumer Research, 10, 398–409.
• Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
• Gartner, W. C. & Konecnik Ruzzier, M. (2011). Tourism destination brand equity dimensions: Renewal versus repeat market. Journal of Travel Research, 50(5), 471–481.
• Gómez, M., Lopez, C. & Molina, A. (2015). A model of tourism destination brand equity: The case of wine tourism destinations in Spain. Tourism Management, 51, 210-222.
• Hair, J. F. Jr.; Black, W. C.; Babin, R. E., & Anderson, R. E. (2010). Multivariate data analysis (7. Ed.). New Jersey: Prentice Hall.
• Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLSSEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.
• Hegarty, J. A., & O’Mahony, G. B. (2001). Gastronomy: A Phenomenon of cultural expressionism and an aesthetic for living. Hospitality Management, 20, 3– 13.
• Heldke, L. (2003). Exotic appetites: Ruminations of a food adventurer. New York: Routledge.
• Horng, J. S., Liu, C. H., Chou, H. Y., & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism Management, 33(4), 815-824.
• Hosany, S., & Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513-526.
• Huang, S., & Hsu, C. H. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29-44.
• Huh, J., Uysal, M., & McCleary, K. (2006). Cultural/heritage destinations: Tourist satisfaction and market segmentation. Journal of Hospitality and Leisure Marketing, 14(3), 81–99.
• Im, H. H., Kim, S. S., Elliot, S. & Han, H. (2012). Conceptualizing destination brand equity dimensions from a consumer-based brand equity perspective. Journal of Travel & Tourism Marketing, 29(4), 385-403.
• Ingerson, S., & Kim, A. K. (2016). Exploring the value of an ethnic restaurant experience: a consumer perspective towards Korean restaurants. Tourism Recreation Research, 41(2), 199-212.
• Iso-Ahola, S. E. (1983). Towards a social psychology of recreational travel. Leisure studies, 2(1), 45-56.
• Jin, N., Lee, S., & Huffman, L. (2012). Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation. Journal of Travel & Tourism Marketing, 29(6), 532-551.
• Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
• Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity (2nd ed.). Englewood Cliffs, NJ: Prentice-Hall.
• Kim Y. G., & Eves, A. (2012). Construction and validation of a scale to measure tourist motivation to consume local food. Tourism Management, 33(6), 1458–1467.
• Kim, Y. G., Eves, A., & Scarles, C. (2009). Building a model of local food consumption on trips and holidays: A grounded theory approach. International Journal of Hospitality Management, 28(3), 423-431.
• Kim, Y.H., Goh, B.K., & Yuan, J. (2010). Development of a multi-dimensional scale for measuring food tourist motivations. Journal of Quality Assurance in Hospitality & Tourism, 11(1), 56-71.
• Kivela, J., & Crotts, J. C. (2006). Tourism and gastronomy: Gastronomy's influence on how tourists experience a destination. Journal of Hospitality and Tourism Research, 30(3), 354-377.
• Kivela, J., & Crotts, J. C. (2005). Gastronomy tourism: A meaningful travel market segment. Journal of Culinary Science & Technology, 4(2-3), 39-55.
• Kladou, S., & Kehagias, J. (2014). Assessing destination brand equity: An integrated approach. Journal of Destination Marketing & Management, 3(1), 2-10.
• Kodaş, D. & Özel, Ç. H. (2016). Yerli ziyaretçilerin yerel yiyecek tüketim güdülerinin belirlenmesi: Beypazarı örneği. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(1), 83-96.
• Korzay, M., & Alvarez, M. D. (2005). Satisfaction and dissatisfaction of Japanese tourists in Turkey. Anatolia: An International Journal of Tourism and Hospitality Research, 16(2), 176–193.
• Ladhari, R., Brun, I., & Morales, M. (2008). Determinants of dining satisfaction and post-dining behavioral intentions. International Journal of Hospitality Management, 27(4), 563-573.
• Lawshe, C. H. (1975). A quantitative approach to content validity. Personnel psychology, 28(4), 563-575.
• Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure Sciences, 31(3), 215-236.
• Lee, Y-J. (2015). Creating memorable experiences in a reuse heritage site. Annals of Tourism Research, 55, 155-170.
• Liu, C. H. (2020). Integration of different perspectives of culinary brand equity. Journal of Hospitality and Tourism Management, 45, 152-161.
• Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2012). Factors influencing tourist food consumption. International Journal of Hospitality Management, 31(3), 928-936.
• Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2013). An application of the repertory grid method and generalised Procrustes analysis to investigate the motivational factors of tourist food consumption. International Journal of Hospitality Management, 35, 327-338.
• Mak, A. H., Lumbers, M., Eves, A., & Chang, R. C. (2017). The effects of food-related personality traits on tourist food consumption motivations. Asia Pacific Journal of Tourism Research, 22(1), 1-20.
• Manimont, G., Pike, S., Beatson, A., & Tuzovic, S. (2021). Culinary destination consumer-based brand equity: exploring the influence of tourist gaze in relation to FoodPorn on social media. Tourism Recreation Research, 1-20.
• McIntosh, R. W., & Goeldner, C. R. (1990). Tourism: Principles, practices, philosophies. New York: J. Wiley.
• Meng, F., Tepanon, Y., & Uysal, M. (2008). Measuring tourist satisfaction by attribute and motivation: The case of a nature-based resort. Journal of Vacation Marketing, 14(1), 41-56.
• Mkono, M., Markwell, K., & Wilson, E. (2013). Applying Quan and Wang's structural model of the tourist experience: A Zimbabwean netnography of food tourism. Tourism management perspectives, 5, 68-74.
• Mora, D., Solano-Sánchez, M. Á., López-Guzmán, T., & Moral-Cuadra, S. (2021). Gastronomic experiences as a key element in the development of a tourist destination. International Journal of Gastronomy and Food Science, 25, 100405.
• Morgan, N., Pritchard, A., & Pride, R. (2007). Destination branding. Routledge.
• Mossberg, L. (2007). A marketing approach to the tourist experience. Scandinavian Journal of Hospitality and Tourism, 7(1), 59-74.
• Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of business research, 57(2), 209-224.
• Oh, H., Fiore, A., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119-132.
• Oliver, R. L. (1977). Effect of expectation and disconfirmation on post-purchase product evaluations: an alternative interpretation. Journal of Applied Psychology, 62 (4), 480-486.
• Oliver R. L. (1999). Whence Customer Loyalty? Journal of Marketing, 63, 33-44.
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: improving the measurement-empirical evidence. Journal of Product and Brand Management, 14(3), 143-154.
• Pappu, R., Quester, P. G., & Cooksey, R. W. (2006). Consumer-based brand equity and country-of-origin relationships: some empirical evidence. European Journal of Marketing, 40(5/6), 696-717.
• Pearce, P.L., & Caltabiano, M.L. (1983). Inferring travel motivation from travelers’ experiences. Journal of Travel Research, 22(Fall), 16-20.
• Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre and every business a stage. Harvard Business Press.
• Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879-903
• Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2013). Motivation and involvement as antecedents of the perceived value of the destination experience. Journal of Travel Research, 52(2), 253-264.
• Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: an illustration from food experiences in tourism. Tourism Management, 25, 297–305.
• Richards, G. (2002). Gastronomy: an essential ingredient in tourism production and consumption?. In A.M. Hjalager and G. Richards, (Eds.), Tourism and Gastronomy (pp.17-34). London: Routledge.
• San Martín, H., & Del Bosque, I. A. R. (2008). Exploring the cognitive–affective nature of destination image and the role of psychological factors in its formation. Tourism management, 29(2), 263-277.
• Shahabi Sorman Abadi, R., Ghaderi, Z., Hall, C. M., Soltaninasab, M., & Hossein Qezelbash, A. (2021). COVID-19 and the travel behavior of xenophobic tourists. Journal of Policy Research in Tourism, Leisure and Events, 1-23.
• Shamim, A., & Mohsin Butt, M. (2013). A critical model of brand experience consequences. Asia Pacific Journal of Marketing and Logistics, 25(1), 102-117.
• Shen, C. C., & Liu, D. J. (2015). Correlation between the homestay experience and brand equity: Using the Yuehetang rural residence as a case study. Journal of Hospitality and Tourism Technology, 6(1), 59-72.
• Smith, S., & Costello, C. (2009). Segmenting visitors to a culinary event: motivations, travel behavior, and expenditures. Journal of Hospitality Marketing & Management, 18, 44-67.
• Son, A., & Xu, H. (2013). Religious food as a tourism attraction: The roles of Buddhist temple food in Western tourist experience. Journal of Heritage Tourism, 8(2-3), 248-258.
• Sthapit, E., Coudounaris, D. N., & Björk, P. (2019). Extending the memorable tourism experience construct: an investigation of memories of local food experiences. Scandinavian Journal of Hospitality and Tourism, 19(4-5), 333-353.
• Sthapit, E., Piramanayayagam, S., & Björk, P. (2020). Tourists' motivations, emotions, and memorable local food experiences. Journal of Gastronomy and Tourism, 5(1), 17-32.
• Tsaur, S. H., Chiu, Y. T., & Wang, C. H (2007). The visitors’ behavioral consequences of experiential marketing: an empirical study on Taipei Zoo. Journal of Travel and Tourism Marketing, 21(1), 47-64.
• Uşaklı, A. (2016). Turistik tüketici deneyimi: beş yıldızlı resort otellerde bir uygulama. Unpublished doctoral dissertation, Gazi University, Ankara, Türkiye.
• Volo, S. (2009). Conceptualizing experience: A tourist-based approach. In Marketing of tourism experiences (pp. 19-34). Routledge.
• Wachyuni, S. S., & Kusumaningrum, D. A. (2020). The effect of COVID-19 pandemic: How are the future tourist behavior?. Journal of Education, Society and Behavioural Science, 33(4). 67-76
• Westbrook, R. A., & Oliver, R. L. (1981). Developing better measures of consumer satisfaction: some preliminary results. ACR North American Advances.
• Westbrook, R. A. (1987). Product/consumption-based affective responses and post purchase processes. Journal of Marketing Research, 24, 258–270.
• Wijaya, S., King, B., Nguyen, T. H., & Morrison, A. (2013). International visitor dining experiences: A conceptual framework. Journal of Hospitality and Tourism Management, 20, 34-42.
• Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
• Yetiş, A. Ş. (2016). Deneyimsel Pazarlama. In İ. Yılmaz (Ed.), Turizm Pazarlamasında Yeni Yaklaşımlardan Seçmeler (pp. 117-137). Ankara: Detay Yayıncılık.
• Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52, 1–14.
• Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism management, 26, 45-56.
• Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism management, 31(2), 274-284.
• Žabkar, V., Brenčič, M. M., & Dmitrović, T. (2010). Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level. Tourism management, 31(4), 537-546.