The Effect of Local Cuisine Perception, Gastro Activity and Gastro Experience on Destination Brand Image: The Case of Afyonkarahisar

Yıl 2023, Cilt: 6 Sayı: 1, 133 - 153, 30.04.2023

Erdem Baydeniz , Leyla Kılıcı , Sabri Çelik

Öz

This study aims to determine the effect of local cuisine perception, gastro-activity and gastro-experience on the destination brand image. The population of the research consists of tourists visiting Afyonkarahisar province. In the study, the data were collected using a questionnaire form with a convenience sampling method. Between 09 December 2022 and 25 January 2023, 450 questionnaires were applied to the participants, and 407 questionnaires were found suitable for analysis. The data were analyzed in the Smart PLS statistical program, and the structural equation model was used to analyze the data. In this context, it has been determined that the gastro-experiences and local cuisine perceptions of the tourists participating in the research positively affect the destination brand image. In contrast, gastro-activities do not significantly affect the destination brand image. In line with the research results, sectoral and academic recommendations were developed.

Anahtar Kelimeler

Yerel Mutfak, Gastro-aktivite, Gastro-deneyim, Afyonkarahisar

YEREL MUTFAK ALGISI GASTRO AKTİVİTE VE GASTRO DENEYİMİN DESTİNASYON MARKA İMAJINA ETKİSİ: AFYONKARAHİSAR ÖRNEĞİ

Öz

Bu çalışmanın amacı yerel mutfak algısı, gastro-aktivitesi ve gastro-deneyimin destinasyon marka imajına etkisini belirlemektedir. Araştırmanın evrenini Afyonkarahisar ilini ziyaret eden turistler oluşturmaktadır. Araştırma verileri kolayda örneklem yöntemiyle anket formu kullanılarak toplanmıştır. 09 Aralık 2022-25 Ocak 2023 tarihleri arasında katılımcılara 450 adet anket uygulanmış ve bunlardan 407 adet anket analize uygun görülmüştür. Veriler Smart PLS istatistik programında analiz edilmiş olup verilerin çözümlenmesinde yapısal eşitlik modelinden faydalanılmıştır. Bu kapsamda araştırmaya katılan turistlerin gastro-deneyimlerinin ve yerel mutfak algılarının destinasyon marka imajı üzerinde pozitif yönlü bir etkisinin olduğu, gastro-aktivitesinin ise destinasyon marka imajı üzerinde anlamlı bir etkisinin olmadığı tespit edilmiştir. Araştırma sonuçları doğrultusunda sektörel ve akademik öneriler geliştirilmiştir.

Anahtar Kelimeler

Yerel Mutfak, Gastro-aktivite, Gastro-deneyim, Afyonkarahisar

Kaynakça

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