Gastronomik İmaj ve Destinasyon İmajının Tekrar Ziyaret Niyetine Etkisi: Kahramanmaraş Örneği (The Effect of Gastronomy and Destination Image on Revisit Intention: The Case of Kahramanmaraş)
DOI:
https://doi.org/10.21325/jotags.2025.1602Keywords:
Gastronomy, Kahramanmaraş, Gastronomy image, Destination image, Revisit intentionAbstract
Tourism serves as a significant source of income for our country. In recent years, gastronomic imagery and a favourable destination image have emerged as significant components in tourism marketing to differentiate from competitors. This study was designed to assess the gastronomy and tourism image of Kahramanmaraş, a locale with significant cultural heritage and tourist characteristics. The objective of the study is to identify the aspects that external visitors prioritise in their destination choice, their opinion of the culinary image, and their intention to revisit Kahramanmaraş. The research population comprises people who travel to Kahramanmaraş for employment and educational purposes. The data were collected via an online survey method, and 399 datasets were examined. The data were examined using structural equation modelling with the Statistical Package for the Social Sciences for Windows 25.0 and the Partial Least Squares Path Modelling Method 4. All research hypotheses were affirmed. The findings indicate that local tourists perceive the gastronomy and destination image of Kahramanmaraş positively, which influences their intentions to revisit the area. Furthermore, it was established that the image of gastronomy positively influences the destination image of the city. Future research should focus on broadening the scope to encompass a nationwide study and include both foreign and local tourists as participants.
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