johti Journal of Hospitality and Tourism Issues 2687-5543 Sedat ÇELİK 10.51525/johti.1821528 Gastronomy Tourism Gastronomi Turizmi The Impact of Foreign Tourists’ Satisfaction with Kyrgyz Cuisine on Revisit Intention and Word-of-Mouth Communication Yabancı Turistlerin Kırgız Mutfağına İlişkin Memnuniyet Düzeylerinin Tekrar Ziyaret Niyeti ve Ağızdan Ağıza Pazarlama Üzerine Etkisi https://orcid.org/0000-0001-7514-1500 Sormaz Ümit NECMETTİN ERBAKAN ÜNİVERSİTESİ, TURİZM FAKÜLTESİ https://orcid.org/0009-0007-7848-5916 Batırbekova Canılay KIRGIZİSTAN-TÜRKİYE MANAS ÜNİVERSİTESİ 12 30 2025 7 2 268 286 11 11 2025 12 17 2025 Copyright © 2019, Journal of Hospitality and Tourism Issues 2019 Journal of Hospitality and Tourism Issues

This study was conducted to measure the impact of foreign tourists’ satisfaction levels regarding Kyrgyz cuisine on their revisit intentions and word-of-mouth communication. In line with this purpose, the research population consists of tourists visiting the city of Bishkek. The sample, on the other hand, is composed of 453 participants selected through a simple random sampling technique. A quantitative research method was employed in this study. The data were collected through a questionnaire administered at locations frequently visited by tourists. The questionnaire scale used for data collection was adapted from a previously developed and validated scale employed in earlier studies. For data analysis, frequency, factor analysis, and correlation tests were utilized. The results of the study revealed that the highest correlation in determining satisfaction levels was between local foods and culinary culture. In addition, menu, visit impact, and price factors were also found to be significantly associated. Furthermore, a strong and significant correlation was identified between the satisfaction factor and both revisit intention and word-of-mouth communication. Based on the study’s findings, recommendations were developed to enhance tourists’ satisfaction levels regarding Kyrgyz cuisine.

Bu araştırma, yabancı turistlerin Kırgız mutfağına ilişkin memnuniyet düzeylerinin tekrar ziyaret niyetlerine ağızdan ağıza pazarlamaya etkisini ölçmek amacıyla yürütülmüştür. Amaç doğrultusunda araştırmanın evrenini Bişkek şehrini ziyaret eden turistler oluşturmaktadır. Örneklemini ise, basit rastgele örnekleme tekniğinin uygulandığı 453 kişi oluşturmuştur. Araştırmada nicel yöntem uygulanmıştır. Veriler anket tekniği ile turistlerin yoğun olarak ziyaret ettikleri mekanlarda uygulanarak elde edilmiştir. Veri toplamada kullanılan anket ölçeği daha önceki araştırmalarda kullanılan hazır ölçekten uyarlanmıştır. Verilerin analizinde frekans, faktör analizi ve korelasyon testi kullanılmıştır. Araştırma sonucunda, memnuniyet düzeyini belirlemede en yüksek korelasyonun yerel yiyecekler ile mutfak kültürü arasında olduğu, bunun yanında menü, ziyaret etkisi ve fiyat faktörlerinin de anlamlı biçimde ilişkili olduğu belirlenmiştir. Ayrıca, memnuniyet faktörü ile ileride tekrar ziyaret niyeti ve ağızdan ağıza pazarlama arasında güçlü ve anlamlı korelasyon bulunmuştur. Araştırma sonuçları doğrultusunda, turistlerin Kırgız mutfağına ilişkin memnuniyet düzeylerini etkileyecek öneriler geliştirilmiştir.

 Kırgız Mutfağı Gastronomi Turizmi Memnuniyet Düzeyi Ağızdan Ağıza Pazarlama Tekrar Ziyaret Niyeti. Kyrgyz Cuisine Gastronomy Tourism Satisfaction Level Word-of-Mouth Marketing Revisit Intention Destekleyen kurum yoktur. Açıkgöz, F., & Arıkan, E. (2018). Destinasyon imajı, hedonik alışveriş değeri ve yerel halkın olumlu özelliklerinin yabancı turistlerin davranışları üzerindeki etkileri. Pazarlama Teorisi ve Uygulamaları Dergisi, 4(1), 53-74. Almohaimmeed, B. M. (2017). Restaurant quality and customer satisfaction. International Review of Management and Marketing, 7(3), 42-49. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. https://doi.org/10.1037/0033-2909.103.3.411. Andrew, B. (2024). Effect of culinary tourism on local economic development in South Africa. Journal of Hospitality and Tourism Учредители: Ajpo Journals, 4(2), 34-44. https://doi.org/10.47672/jht.2382 Ateşoğlu, İ., & Bayraktar, S. (2011). Ağızdan ağıza pazarlamanın turistlerin destinasyon seçimindeki etkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 7(14), 95-108. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00008-5 Bam, N., & Kunwar, A. (2020). Tourist satisfaction: Relationship analysis among its antecedents and revisit intention. Advances in Hospitality and Tourism Research (AHTR), 8(1), 30-47. https://doi.org/10.30519/ahtr.519994 Beckman, E., Shu, F., & Pan, T. (2020). The application of enduring involvement theory in the development of a success model for a craft beer and food festival. International Journal of Event and Festival Management, 11(4), 397-411. https://doi.org/10.1108/IJEFM-01-2020-0002. Bessière, J. (1998). Local development and heritage: Traditional food and cuisine as tourist attractions in rural areas. Sociologia Ruralis, 38(1), 21–34. https://doi.org/10.1111/1467-9523.00061 Björk, P., & Kauppinen-Räisänen, H. (2016a). Exploring the multi-dimensionality of travellers' culinary-gastronomic experiences. Current Issues in Tourism, 19(12), 1260–1280. https://doi.org/10.1080/13683500.2013.868412 Björk, P., & Kauppinen-Räisänen, H. (2016b). Local food: A source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), 177-194. https://doi.org/10.1108/IJCHM-05-2014-0214 Björk, P., & Kauppinen-Räisänen, H. (2019). Destination foodscape: A stage for travelers’ food experience. Tourism Management, 71, 466–475. Björk, P., & Kauppinen-Räisänen, H. (2022). Culinary-gastronomic tourism as a driver of destination attractiveness: A visitor experience perspective. International Journal of Tourism Research, 24(4), 481–493. https://doi.org/10.1002/jtr.2525 Борубаев, А. (1982). Национальная кухня. Киргизская кухня. Кыргызстан. Brown, T. A. (2015). Confirmatory factor analysis for applied research (2nd ed.). The Guilford Press. Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51. Cao, Y., & Sutunyarak, C. (2024). Exploring factors affecting tourists’ purchase intention of Wuhan cuisine. Business Perspectives, 20(3), 1 13. https://doi.org/10.21511/im.20(3).2024.01 Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122. Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35. Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism Management, 29(4), 624-636. https://doi.org/10.1016/j.tourman.2007.06.007 Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: Sage Publications. Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.1177/002224299205600304 Çeşmeci, G., Çulfacı, F., & Kılıçhan, R. (2023). Turistlerin yerel mutfak yeme eğilimleri ile unutulmaz turizm deneyimleri arasındaki ilişki: Kayseri örneği. Journal of Tourism and Gastronomy Studies, 11(1), 118–132. https://doi.org/10.26677/tr1010.2023.1198 DeVellis, R. F. (2016). Scale development: Theory and applications (4th ed.). Sage Publications. Dias, A., & Posheliuznaia, A. (2025). The flavor of place: Examining the impact of authentic local cuisine on tourist satisfaction and destination loyalty. International Journal of Sociology of Agriculture and Food, 31(2). https://doi.org/10.48416/ijsaf.v31i2.630 Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism? Tourism Management, 68, 250–263. https://doi.org/10.1016/j.tourman.2018.03.025 Field, A. (2018). Discovering statistics using IBM SPSS Statistics (5th ed.). Sage Publications. George, D., & Mallery, P. (2020). IBM SPSS statistics 26 step by step: A simple guide and reference (16th ed.). Routledge. Hall, C. M., & Sharples, L. (2003). The consumption of experiences or the experience of consumption?: An introduction to the tourism of taste. İçinde C. M. Hall, L. Sharples, R. Mitchell, N. Macionis, & B. Cambourne (Eds.), Food Tourism Around the World: Development, Management, and Markets (ss: 1–24). Butterworth-Heinemann. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456 Hjalager, A. M., & Richards, G. (2002). Tourism and gastronomy. Routledge. Homans, G. C. (1961). Social behavior: Its elementary forms. Harcourt, Brace & World. Jeaheng, Y., Al Ansi, A., Chua, B.-L., Ngah, A. H., Ryu, H. B., Ariza Montes, A., & Han, H. (2023). Influence of Thai street food quality, price, and involvement on traveler behavioral intention: Exploring cultural difference (Eastern versus Western). Psychology Research and Behavior Management, 16, 223 240. https://doi.org/10.2147/PRBM.S371806 Jeong, Y., & Kim, S. (2019). Exploring a suitable model of destination image: The case of a small-scale recurring sporting event. Asia Pacific Journal of Marketing and Logistics, 31(5), 1287-1307. https://doi.org/10.1108/APJML-10-2018-0441 Ибрагимова, С., Штанчикова, С., Шаменова, Г. (1989). Современная Киргизская Кухня. Сборник рецептур. Главная Редакция Киргизской Советской Энциклопедии. İnce, C., & Samatova, G. (2018). Gastronomi turizmi kapsamında yaşayan Kırgız mutfağının farkındalık düzeyi: Üniversite öğrencileri örneği. Journal of Tourism and Gastronomy Studies, 6(2), 369–386. 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. https://doi.org/10.1016/j.ijhm.2009.01.002 Kim, W., Jun, H. M., Walker, M., & Drane, D. (2015). Evaluating the perceived social impacts of hosting large-scale sport tourism events: Scale development and validation. Tourism Management, 48, 21-32. https://doi.org/10.1016/j.tourman.2014.10.015 Kim, J., Lee, C.-K., & Bonn, M. (2015). Investigating the relationship between food involvement, satisfaction, and loyalty: Evidence from a culinary tourism context. International Journal of Hospitality Management, 50, 36–44. https://doi.org/10.1016/j.ijhm.2015.07.008 Kim, S., & Iwashita, C. (2016). Cooking identity and food tourism: The case of Japanese tourists in South Korea. Tourism Management, 54, 634–645. Kim, J., & Fesenmaier, D. R. (2017). Sharing tourism experiences: The posttrip experience. Journal of Travel Research, 56(1), 28-40. https://doi.org/10.1177/0047287515620491 Kivela, J., & Crotts, J. C. (2006). Gastronomy's influence on how tourists experience a destination. Journal of Hospitality & Tourism Research, 30(3), 354–377. Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. Luvsandavaajav, O., Narantuya, G., Dalaibaatar, E., & Raffay, Z. (2022). A longitudinal study of destination image, tourist satisfaction, and revisit intention. Journal of Tourism and Services, 13(24), 128–149. https://doi.org/10.29036/jots.v13i24.341 Mayrambekov, A., Sormaz, Ü., & Isakova, D. (2024). Kırgızistan Festivalleri. Journal of Turkic Civilization Studies, 5(2), 226-243. Ministry of Transport and Roads (2018). Environmental and social impact assessment, The Kyrgyz Republic Ministry of Transport and Roads. https://ewsdata.rightsindevelopment.org/files/documents/20/WB-P159220_rDaiMa4.pdf?utm Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill. Okumus, B., Okumus, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28(1), 253-261. https://doi.org/10.1016/j.tourman.2005.12.020 Okumus, F., & Koseoglu, M. A. (2016). Food and beverage experience in culinary tourism. International Journal of Contemporary Hospitality Management, 28(3), 586–607. https://doi.org/10.1108/IJCHM-05-2014-0258 Okumus, B., Koseoglu, M. A., & Ma, F. (2021). Food tourism research: A bibliometric analysis (2000–2020). Journal of Hospitality and Tourism Management, 48, 473–488. https://doi.org/10.1016/j.jhtm.2021.07.007 Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. Onat, G. (2023). Motivated tourists: Gastronomy image and its implications for destination managers. Tourist Destination, 1(1), 33-39. Oliver, R. L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd Edition), ME Sharpe. Ödemiş, M. (2024). Gastronomi turizmi gelişmişlik düzeyi: Trabzon’a yönelik bir araştırma. Aydın Gastronomy, 8(2), 325–349. Prayag, G., & Ryan, C. (2012). Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342-356. https://doi.org/10.5267/j.msl.2020.2.013 Richards, G. (2014). The role of gastronomy in tourism development. Proceedings of the 4th Congress of Noble Houses (ss: 1151-1159), Muncipality de Arcos de Valvadez. Riptiono, S., Wibawanto, S., Raharjo, N. I., Susanto, R., Syaputri, H. S., & Bariyah. (2023). Tourism revisit and recommendation intention on heritage destination: The role of memorable tourism experiences. Journal of International Conference Proceedings, 6(1), 201–210. Rodríguez-Gutiérrez, P., González Santa Cruz, F., Pemberthy Gallo, L. S., & López-Guzmán, T. (2020). Gastronomic satisfaction of the tourist: Empirical study in the Creative City of Popayán, Colombia. Journal of Ethnic Foods, 7(1), 1-13. https://doi.org/10.1186/s42779-019-0044-0 Sims, R. (2009). Food, place and authenticity: Local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321–336. Sormaz, U., Okul, T., Musaeva, T., & Soylu, A. G. (2025). What affects revisit intention and word of mouth at international ethno-fest? An experience approach in Kyrgyzstan. Geo Journal of Tourism and Geosites, 59(2), 759-768. https://doi.org/10.30892/gtg.59222-1454 Sparks, B., Bowen, J., & Klag, S. (2003). Restaurants and the tourist market. International Journal of Contemporary Hospitality Management, 15(1), 6-13. Stalmirska, A. M. (2021). Local food in tourism destination development: The supply-side perspectives. Tourism Planning & Development. Advance online publication. https://doi.org/10.1080/21568316.2021.1928739 Sthapit, E., Jiménez-Barreto, J., & Kusumaningrum, D. A. (2023). Memorable local food experiences and destination image: The mediating role of food involvement. Journal of Destination Marketing & Management, 27, 100766. https://doi.org/10.1016/j.jdmm.2022.100766 Su, L., Swanson, S. R., & Chen, X. (2020). Reputation and destination loyalty: The role of memorable travel experiences and tourist satisfaction. Tourism Management, 78, 104099. https://doi.org/10.1016/j.tourman.2019.104099 Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism Management, 25(3), 297–305. Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics (6th ed.). Pearson Education. Tagmanov, U., & Ulema, Ş. (2023). A research on determining the level of tourists’ satisfaction regarding Kazakh Cuisine. Anais Brasileiros de Estudos Turísticos: ABET, 13(1), 26. Tort, N. (2024). Food tourism: A systematic analysis. Tourism and Heritage Journal,5, 135–156. https://doi.org/10.1344/THJ.2023.5.8 Ural, A. & Kılıç, İ. (2021). Bilimsel araştırma süreci ve SPSS ile veri analizi (6. Baskı). Detay Yayıncılık. URL-1 (2025). Кыргыз Республикасынын Улуттук статистика комитети. https://www.stat.gov.kg/ Utomo, S. R. P., Susanto, E., & Prawira, M. F. A. (2025). More than a meal: Ethnic gastronomy as cultural performance and strategic asset in destination competitiveness. The Journal Gastronomy Tourism, 12(1), 101-119. Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56. https://doi.org/10.1016/j.tourman.2003.08.016 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. https://doi.org/10.1016/j.tourman.2009.03.007 Zeng, L., & Yi Man Li, R. (2021). Tourist satisfaction, willingness to revisit and recommend, and mountain kangyang tourism spots sustainability: A structural equation modelling approach. Sustainability, 13(19), 10620. https://doi.org/10.3390/su131910620 Zhang, H., & Zhou, L. (2021). Exploring the role of electronic word-of-mouth in tourist decision-making: A meta-analytic review. Tourism Management Perspectives, 37, 100784. https://doi.org/10.1016/j.tmp.2020.100784 Zhang, H., Jiang, J., & Zhu, J. (2023). The perceived value of local knowledge tourism: Dimension identification and scale development. Frontiers in Psychology, 14, 1-13. https://doi.org/10.3389/fpsyg.2023.1170651 Zhu, Y., Zhu, L., & Weng, L. (2024). How do tourists’ value perceptions of food experiences influence their perceived destination image and revisit intention? A moderated mediation model. Foods, 13(3), 412. https://doi.org/10.3390/foods13030412