The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route

Abstract

Bu araştırmanın amacı gastronomi marka değerini oluşturan marka imajı, algılanan kalite, marka farkındalığı ve marka sadakati bileşenlerinin seyahat niyeti üzerindeki etkisinin belirlenmeye çalışılmasıdır. Araştırma kapsamında mutfak kültürü ve gastronomi kaynakları ile öne çıkan Adana, Mersin ve Hatay illerinde yerli turistlere anket uygulanmıştır. Korelasyon analizine göre göre seyahat niyeti ile en güçlü ilişkiye sahip olan marka boyutunun Adana ili için marka sadakati (.738), Mersin için marka farkındalığı boyutu (.666) ve Hatay için marka sadakati boyutu (.757) olduğu belirlenmiştir. Adana ve Mersin illeri için marka sadakati, marka farkındalığı ve marka imajı boyutları seyahat niyeti üzerinde pozitif etkiye sahiptir. Hatay ili için ise sadece marka sadakati boyutunun seyahat niyeti üzerinde pozitif bir etkiye sahip olduğu belirlenmiştir.

Keywords

• Gastronomi Turizmi
• Marka Değeri
• Marka Bileşenleri
• Seyahat Niyeti

The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route

Abstract

The aim of this research is to determine the effect of brand image, perceived quality, brand awareness and brand loyalty components on the travel intention which constitutes gastronomic brand value. Within the scope of the research, questionnaires were applied to local tourists in Adana, Mersin and Hatay, who stand out with their culinary culture and gastronomy resources. According to correlation analysis, the brand size that has the strongest relationship with travel intention was brand loyalty for Adana province (.738), brand awareness size for Mersin (.666) and brand loyalty size for Hatay (.757). Brand loyalty, brand awareness and brand image dimensions have a positive effect on travel intention for Adana and Mersin provinces. For the province of Hatay, it was determined that only the brand loyalty dimension had a positive effect on travel intention.

Keywords

• Gastronomy Tourism
• Brand Value
• Brand Components
• Travel Intention

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