The Role of Perceived Quality in the Contribution of Festivals to Destination Identity: A Study on the Cappadocia Grape Harvest Festival

Öz

The purpose of this study is to examine the role of perceived quality in the contribution of gastronomy-oriented festivals to destination identity. The research was conducted within the context of the Grape Harvest Festival held in Cappadocia, one of Turkey’s prominent tourism destinations. A quantitative research design was adopted, and data were collected using a survey method. The population of the study consisted of visitors attending the Cappadocia Grape Harvest Festival, and the analyses were carried out based on data obtained from 516 participants. Structural equation modeling were employed in the data analysis. The findings indicate that festival quality has a positive and significant effect on destination identity. In addition, gastronomy-oriented festivals were found to significantly influence perceived quality, while perceived quality, in turn, strengthens destination identity. The results of the structural equation model demonstrate that perceived quality plays a partial mediating role in the relationship between festival quality and destination identity. This finding reveals that the impact of festivals on destination identity is realized not only directly but also indirectly through visitors’ quality perceptions developed during the experiential process. By addressing the concept of perceived quality within the framework of destination identity, the study provides a theoretical contribution to the festival literature and particularly emphasizes the strategic role of gastronomy-based festivals in the construction of destination identity. The results further suggest that, for destination managers and local stakeholders, focusing on experiential quality in festival organization is of critical importance in fostering a distinctive and sustainable destination identity.

Anahtar Kelimeler

• Gastronomy Festivals
• Destination Identity
• Perceived Quality
• Festival Quality
• Cappadocia Grape Harvest Festival

Festivallerin Destinasyon Kimliğine Katkısında Algılanan Kalitenin Rolü: Kapadokya Bağ Bozumu Festivali Üzerine Bir Çalışma

Öz

Bu çalışmanın amacı, gastronomi odaklı festivallerin destinasyon kimliğine katkısında algılanan kalitenin rolünü incelemektir. Araştırma, Türkiye’nin önemli turizm destinasyonlarından biri olan Kapadokya’da düzenlenen Bağ Bozumu Festivali özelinde gerçekleştirilmiştir. Çalışmada nicel araştırma yöntemi benimsenmiş ve veriler anket tekniğiyle toplanmıştır. Araştırmanın evrenini Kapadokya Bağ Bozumu Festivali’ne katılan ziyaretçiler oluşturmakta olup, analizler 516 katılımcıdan elde edilen veriler üzerinden yürütülmüştür. Veri analizinde yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgular, festival kalitesinin destinasyon kimliği üzerinde pozitif ve anlamlı bir etkiye sahip olduğunu ortaya koymuştur. Bununla birlikte gastronomi odaklı festivallerin algılanan kaliteyi anlamlı biçimde etkilediği ve algılanan kalitenin de destinasyon kimliğini güçlendirdiği tespit edilmiştir. Yapısal eşitlik modeli sonuçları, algılanan kalitenin festival kalitesi ile destinasyon kimliği arasındaki ilişkide kısmi aracı rol üstlendiğini göstermektedir. Bu bulgu, festivallerin destinasyon kimliği üzerindeki etkisinin yalnızca doğrudan değil, aynı zamanda ziyaretçilerin deneyim sürecinde geliştirdikleri kalite algıları aracılığıyla da gerçekleştiğini ortaya koymaktadır. Özellikle gastronomi temelli festivallerin destinasyon kimliğinin inşasındaki stratejik rolünü vurgulamaktadır. Elde edilen sonuçlar, destinasyon yöneticileri ve yerel paydaşlar için festival organizasyonlarında deneyim kalitesine odaklanmanın, destinasyonun ayırt edici ve sürdürülebilir bir kimlik kazanmasında kritik öneme sahip olduğunu göstermektedir.

Anahtar Kelimeler

• Gastronomi Festivalleri
• Destinasyon Kimliği
• Algılanan Kalite
• Festival Kalitesi
• Kapadokya Bağ Bozumu Festivali

Destekleyen Kurum

destekleyen kurum yoktur

Etik Beyan

Çalışma için gerekli etik kurul belgesi alınmıştır

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