The Impact of Foreign Tourists’ Satisfaction with Kyrgyz Cuisine on Revisit Intention and Word-of-Mouth Communication

Yıl 2025, Cilt: 7 Sayı: 2 , 268 - 286 , 30.12.2025

Ümit Sormaz , Canılay Batırbekova

https://doi.org/10.51525/johti.1821528

https://izlik.org/JA98KG84YB

Öz

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.

Anahtar Kelimeler

Kyrgyz Cuisine , Gastronomy Tourism , Satisfaction Level , Word-of-Mouth Marketing , Revisit Intention

Etik Beyan

Ethical approval was obtained by the Scientific Research and Publication Ethics Committee of Kyrgyzstan-Turkey Manas University with the decision numbered R.30.2025/BAYEK-1678 dated 05.02.2025.

Destekleyen Kurum

There is no supporting institution

Yabancı Turistlerin Kırgız Mutfağına İlişkin Memnuniyet Düzeylerinin Tekrar Ziyaret Niyeti ve Ağızdan Ağıza Pazarlama Üzerine Etkisi

https://izlik.org/JA98KG84YB

Öz

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.

Anahtar Kelimeler

Kırgız Mutfağı , Gastronomi Turizmi , Memnuniyet Düzeyi , Ağızdan Ağıza Pazarlama , Tekrar Ziyaret Niyeti.

Etik Beyan

Kırgızistan-Türkiye Manas Üniversitesi Bilimsel Araştırma ve Yayın Etiği Kurulu tarafından 05.02.2025 tarih ve R.30.2025/BAYEK-1678 sayılı kararı ile etik onay alınmıştır.

Destekleyen Kurum

Destekleyen kurum yoktur.

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