The Role Of Gastronomy Image in the Effect Of Brand Awareness and Perceived Service Quality on Willingness To Pay More in Restaurants

Öz

Tourists seeking to move away from standardized tourist experiences due to globalization are increasingly turning to experiencing local culture and daily life practices in the destinations they visit. In this context, gastronomy tourism has become a significant element in the development and competitiveness of destinations. This study examines the role of gastronomy image in the influence of brand awareness and perceived service quality on the willingness to pay more in restaurants. Gaziantep, known for its developed culinary culture and gastronomy tourism, was chosen as the research site for this research. The study analyzed 441 valid survey data obtained from tourists who visited restaurants ranked in the top 10 on TripAdvisor between December 2021 and May 2022. SPSS and SmartPLS programs were used for data analysis, and partial least squares structural equation modeling (PLS-SEM) was applied. The findings show that brand awareness and perceived service quality positively and significantly influence gastronomy image. Furthermore, perceived service quality also has a positive and significant effect on willingness to pay more. However, brand awareness and gastronomy image were not found to have a significant effect on willingness to pay more. Finally, it was determined that gastronomy image did not have a mediating effect on the relationships between the variables.

Anahtar Kelimeler

• Gastronomy Image
• Brand Awareness
• Perceived Service Quality
• Willingness to Pay More
• Gaziantep

Restoranlarda Marka Farkındalığı ve Algılanan Hizmet Kalitesinin Daha Fazla Ödeme İsteği Üzerine Etkisinde Gastronomi İmajının Rolü

Öz

Küreselleşmenin etkisiyle standartlaşan turistik deneyimlerden uzaklaşmak isteyen turistler, ziyaret ettikleri destinasyonlarda yerel kültürü ve gündelik yaşam pratiklerini deneyimlemeye yönelmektedir. Bu doğrultuda gastronomi turizmi, destinasyonların gelişimi ve rekabet gücü açısından önemli bir unsur hâline gelmiştir. Bu çalışmada, restoranlarda marka farkındalığı ve algılanan hizmet kalitesinin daha fazla ödeme isteği üzerindeki etkisinde gastronomi imajının rolü incelenmiştir. Araştırmanın uygulama alanı olarak gelişmiş mutfak kültürü ve gastronomi turizmiyle öne çıkan Gaziantep seçilmiştir. Araştırma kapsamında, Aralık 2021–Mayıs 2022 tarihleri arasında TripAdvisor’da ilk 10’da yer alan restoranları ziyaret eden turistlerden elde edilen 441 geçerli anket verisi analiz edilmiştir. Verilerin analizinde SPSS ve SmartPLS programları kullanılmış; kısmi en küçük kareler yapısal eşitlik modellemesi (KEKK-YEM) uygulanmıştır. Bulgular, marka farkındalığı ile algılanan hizmet kalitesinin gastronomi imajını pozitif ve anlamlı biçimde etkilediğini göstermektedir. Ayrıca algılanan hizmet kalitesinin daha fazla ödeme isteği üzerinde de pozitif ve anlamlı etkisi bulunmaktadır. Buna karşın marka farkındalığı ve gastronomi imajının daha fazla ödeme isteği üzerindeki etkisi anlamlı bulunmamıştır. Son olarak gastronomi imajının, değişkenler arasındaki ilişkilerde aracılık etkisine sahip olmadığı belirlenmiştir.

Anahtar Kelimeler

• Gastronomi İmajı
• Marka Farkındalığı
• Algılanan Hizmet Kalitesi
• Daha Fazla Ödeme İsteği
• Gaziantep

Destekleyen Kurum

Destekleyen kurum bulunmamaktadır.

Etik Beyan

Bu çalışma için Nevşehir Hacı Bektaş Veli Üniversitesi Bilimsel Araştırmalar ve Yayın Etik Kurulu'nun 14/07/2021 tarih ve 2100032226 Protokol numaralı toplantısında alınan 282 sıra sayılı karar uyarınca Etik Kurul onayı alınmıştır.

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