Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention

Günay Erol

doi:10.31822/jomat.2026-11-1-139

EN TR

Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention

Abstract

This study investigates the relationships between perceived value, loyalty, and revisit intention from the perspective of local residents, addressing the limited focus on host communities in restaurant research. While prior studies have predominantly examined tourist behavior, the behavioral dynamics of local consumers remain underexplored. Using purposive sampling, data were collected from 392 residents in Nevşehir (Cappadocia), Türkiye. The study employs covariance-based structural equation modeling (CB-SEM) to test the proposed relationships. The findings reveal that perceived value has a strong and significant positive effect on loyalty, and loyalty, in turn, significantly influences revisit intention. However, contrary to dominant assumptions in the literature, perceived value does not have a direct effect on revisit intention. This result indicates that loyalty fully mediates the relationship between perceived value and revisit intention. The findings suggest that local residents’ revisit behavior is shaped less by direct value assessments and more by relational and habitual loyalty mechanisms. The study contributes to the literature by demonstrating that the perceived value–behavioral intention link may operate differently for local consumers compared to tourists. It also provides managerial implications for local restaurants, emphasizing the importance of fostering long-term loyalty rather than focusing solely on value-based strategies.

Keywords

local people, local restaurant, perceived value, loyalty, revisit intention

Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention

Abstract

This study investigates the relationships between perceived value, loyalty, and revisit intention from the perspective of local residents, addressing the limited focus on host communities in restaurant research. While prior studies have predominantly examined tourist behavior, the behavioral dynamics of local consumers remain underexplored. Using purposive sampling, data were collected from 392 residents in Nevşehir (Cappadocia), Türkiye. The study employs covariance-based structural equation modeling (CB-SEM) to test the proposed relationships. The findings reveal that perceived value has a strong and significant positive effect on loyalty, and loyalty, in turn, significantly influences revisit intention. However, contrary to dominant assumptions in the literature, perceived value does not have a direct effect on revisit intention. This result indicates that loyalty fully mediates the relationship between perceived value and revisit intention. The findings suggest that local residents’ revisit behavior is shaped less by direct value assessments and more by relational and habitual loyalty mechanisms. The study contributes to the literature by demonstrating that the perceived value–behavioral intention link may operate differently for local consumers compared to tourists. It also provides managerial implications for local restaurants, emphasizing the importance of fostering long-term loyalty rather than focusing solely on value-based strategies.

Keywords

local people, local restaurant, perceived value, loyalty, revisit intention

References

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Details

Primary Language

English

Subjects

Food and Hospitality Services

Journal Section

Research Article

Authors

Günay Erol ^*
0000-0001-8288-998X
Türkiye

Publication Date

April 19, 2026

Submission Date

July 25, 2025

Acceptance Date

March 7, 2026

Published in Issue

Year 2026 Volume: 11 Number: 1

DOI

https://doi.org/10.31822/jomat.2026-11-1-139

IZ

https://izlik.org/JA42GZ75YM

APA

Erol, G. (2026). Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention. Journal of Multidisciplinary Academic Tourism, 11(1), 139-151. https://doi.org/10.31822/jomat.2026-11-1-139

AMA

1.Erol G. Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention. Jomat. 2026;11(1):139-151. doi:10.31822/jomat.2026-11-1-139

Chicago

Erol, Günay. 2026. “Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention”. Journal of Multidisciplinary Academic Tourism 11 (1): 139-51. https://doi.org/10.31822/jomat.2026-11-1-139.

EndNote

Erol G (April 1, 2026) Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention. Journal of Multidisciplinary Academic Tourism 11 1 139–151.

IEEE

[1]G. Erol, “Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention”, Jomat, vol. 11, no. 1, pp. 139–151, Apr. 2026, doi: 10.31822/jomat.2026-11-1-139.

ISNAD

Erol, Günay. “Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention”. Journal of Multidisciplinary Academic Tourism 11/1 (April 1, 2026): 139-151. https://doi.org/10.31822/jomat.2026-11-1-139.

JAMA

1.Erol G. Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention. Jomat. 2026;11:139–151.

MLA

Erol, Günay. “Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention”. Journal of Multidisciplinary Academic Tourism, vol. 11, no. 1, Apr. 2026, pp. 139-51, doi:10.31822/jomat.2026-11-1-139.

Vancouver

1.Günay Erol. Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention. Jomat. 2026 Apr. 1;11(1):139-51. doi:10.31822/jomat.2026-11-1-139

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Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention

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Attitudes of Local People Towards Local Restaurants in Cappadocia: Relationship Between Perceived Value, Loyalty and Revisit Intention

Abstract

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References

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Submission Date

Acceptance Date

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