Research Article
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The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route

Year 2020, Volume: 6 Issue: 2, 276 - 295, 17.10.2019
https://doi.org/10.20979/ueyd.755893

Abstract

The aim of this research is to determine the effect of brand image, perceived quality, brand awareness and brand loyalty components on the travel intention which constitutes gastronomic brand value. Within the scope of the research, questionnaires were applied to local tourists in Adana, Mersin and Hatay, who stand out with their culinary culture and gastronomy resources. According to correlation analysis, the brand size that has the strongest relationship with travel intention was brand loyalty for Adana province (.738), brand awareness size for Mersin (.666) and brand loyalty size for Hatay (.757). Brand loyalty, brand awareness and brand image dimensions have a positive effect on travel intention for Adana and Mersin provinces. For the province of Hatay, it was determined that only the brand loyalty dimension had a positive effect on travel intention.

Supporting Institution

Adana Alparslan Türkeş Science and Technology University, Coordination of Scientific Research Projects

Project Number

18113010

References

  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2007). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. 5th Edition, Sakarya: Sakarya Publishing.
  • Amira F. (2009). The Role of Local Food in Maldives Tourism: A Focus on Promotion and Economic Development. New Zealand Tourism Research Institute. Master Thesis.
  • Askegaard, S. and Kjeldgaard, D. (2007). Here, There, and Everywhere: Place Branding and Gastronomical Globalization in a Macromarketing Perspective. Journal of Macromarketing, 27(2), 138-147.
  • Boo, S., Busser, J. and Baloglu, S. (2009). A Model of Customer-Based Brand Equity and its Application to Multiple Destinations. Tourism Management 30(2), 219–231. DOI:10.1016/j.tourman.2008.06.003
  • Ceylan, S. (2011). Destinasyon Marka İmajı ve Pamukkale Yöresinde Bir Uygulama. International Journal of Economic and Administrative Studies. Year: 4 (7), 89-102.
  • Chang, R. C. Y. and Mak, A. H. N. (2018). Understanding Gastronomic İmage From Tourists’ Perspective: A Repertory Grid Approach. Tourism Management, 68, 89-100. https://doi.org/10.1016/j.tourman.2018.03.004.
  • Chi. H. K., Huang K. C. and Nguyen, H. M. (2019). Elements of Destination Brand Equity and Destination Familiarity Regarding Travel İntention. Journal of Retailing and Consumer Services, 52, 1-10. https://doi.org/10.1016/j.jretconser.2018.12.012.
  • Chow I. H., Lau, V. P., Lo, T. W. C., Sha, Z., and Yun, H. (2007). Service quality in restaurant operations in China: Decision and Experiential-Oriented Perspectives. International Journal of Hospitality Management, 26(3), 698-710. DOI: 10.1016/j.ijhm.2006.07.001
  • Cohen, E. and Avieli, N. (2004). Food in Tourism: Attraction and Impediment. Annals of Tourism Research, 31(4), 755–778.
  • Çalışkan, O. (2013). Destinasyon Rekabetçiliği ve Seyahat Motivasyonu Bakımından Gastronomik Kimlik. Journal of Tourism and Gastronomy Studies, 1/2, 39-51.
  • Çetin, Ş. (1993). Turizm Endüstrisine Mutfak Elemanı Yetiştirmeye Yönelik Eğitim Programlarının Değerlendirilmesi. Çukurova University. Institute of Social Sciences. Educational Sciences. Unpublished Doctoral Thesis.
  • Çetinsöz, B. C. and Artuğer, S. (2013). Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Journal of Tourism Research, 24(2), 200-210.
  • Fernandez, J. A. F., Cerro, A. M. C. and Mogollon, J. M. H. (2019). Potential of Olive Oil Tourism in Promoting Local Quality Food Products: A Case Study of the Region of Extremadura, Spain. Heliyon, 5(10), 1-8. https://doi.org/10.1016/j.heliyon.2019.e02653.
  • Hacıoğlu, N., Girgin G. K., and Giritlioğlu İ. (2009). Yiyecek-İçecek İşletmelerinin Pazarlama Faaliyetlerinde Yöresel Mutfakların Kullanımı – Balıkesir Örneği. III. National Gastronomy Symposium Papers. Antalya.
  • Hall, M. and Sharples, L. (2003). The Consumption of Experiences or the Experience of Consumption? An Introduction to the Tourism of Taste. Food Tourism Around the World, London: Butterworth Heinemann, 1-25.
  • Horng, J-S, Liu, C-H., Chou, H-Y. and Tsai, C-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel ıntentions. Tourism Management, 33(4), 815-824. DOI: 10.1016/j.tourman.2011.09.
  • Kao, M. C., Patterson, I., Scott, N. and Li, C. K. (2008). Motivations and Satisfactions of Taiwanese Tourists who Visit Australia: An Exploratory Study. Journal of Travel & Tourism Marketing, 24(1), 17-33. http://dx.doi.org/10.1300/J073v24n01_02.
  • Karim, A. S. and Chi, C. G. Q. (2010). Culinary Tourism as a Destination Attraction: an Empiricial Examination of Destinations Food İmage. Journal of Hospitality Marketing and Management, 19(6), 531-555.
  • Kivela, J. and Crotts, J. C. (2006). Tourism and Gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination. Journal of Hospitality & Tourism Research, 30(3), 354–377. https://doi.org/10.1177/1096348006286797.
  • Kocaman, S. and Güngör, İ. (2012). Destinasyonlarda Müşteri Temelli Marka Değerinin Ölçülmesi ve Marka Değeri Boyutlarının Genel Marka Değeri Üzerindeki Etkileri: Alanya Destinasyonu Örneği. International Journal of Alanya Faculty of Business. 4(3), 143-161.
  • Kozak, N. (2008). Turizm Pazarlaması, 2nd Edition, Ankara: Detay Publishing.
  • Küçükaltan, G. (2009). Küreselleşme Sürecinde Gastronomide Yöresel Tatların Turistlerin Destinasyon Tercihlerine ve Ülke Ekonomilerine Etkileri. 3rd National Gastronomy Symposium. April 17-18, 2009, Antalya.
  • Lai, M. Y., Khoo-Lattimore, C. and Wang, Y. (2017). Food and Cuisine Image in Destination Branding: Toward a Conceptual Model. Tourism and Hospitality Research, 19(2), 238-251
  • Lai, M. Y., Khoo-Lattimore, C. and Wang, Y. (2018). A Perception Gap Investigation Into Food and Cuisine Image Attributes for Destination Branding from the Host Perspective: The Case of Australia. Tourism Management, 69, 579–595. https://doi.org/10.1016/j.tourman.2018.06.033.
  • Ling, L. Q., Karim, M. S. A., Othman, M., Adzahan, N. M. and Ramachandran, S. (2010). Relationships Between Malaysian Food Image, Tourist Satisfaction and Behavioural Intention. World Applied Sciences Journal, 10, 164-171.
  • Mckercher, B., Okumuş, F., and Okumuş, B. (2008). Food Tourism as a Viable Market Segment: It’s all How You Cook the Numbers. Journal of Travel & Tourism Marketing, 25(2),137- 148.
  • Molina, M. A. R., Jamilena, D. M. F., García, S. D. B. and Castaeda, A. (2019). Destination Brand Equity-Formation: Positioning by Tourism Type and Message Consistency. Journal of Destination Marketing & Management, 12, 114-124. https://doi.org/10.1016/j.jdmm.2019.03.010.
  • Murphy, L., Benckendorff, P. and Gianna, M. (2007). Destination Brand Personality: Visitor Perceptions of a Regional Tourism Destination. Tourism Analysis, 12(5-6), 419-432. https://doi.org/10.3727/108354207783227948.
  • Pineda, J. M. B., Florencioa, B. P., Hurtadob, J. M. R. and Roldan, L. S.(2019). Gastronomic Experience as a Factor of Motivation in the Tourist Movements. International Journal of Gastronomy and Food Science, 18, 1-10. https://doi.org/10.1016/j.ijgfs.2019.100171.
  • Rand, G. E. and Heat, E. (2006) Towards a Framework for Food Tourism as an Element of Destination Marketing. Current Issues in Tourism, 9(3), 206-234.
  • Rimmington, M. and Yüksel, A. (1998). Tourist Satisfaction and Food Service Experience: Results and İmplications of an Empirical Investigation. Anatolia, 9(1), 37-57. DOI:10.1080/13032917.1998.9686958
  • Ryan, J. and Casidy, R. (2018). The Role of Brand Reputation in Organic Food Consumption: A Behavioral Reasoning Perspective. Journal of Retailing and Consumer Services, 41, 239–247. https://doi.org/10.1016/j.jretconser.2018.01.002.
  • Sanchez-Canizares, S. M. and Lopez-Guzman, T. (2012). Gastronomy as a Tourism Resource: Profile of the Culinary Tourist. Current Issues in Tourism, 15(3), 229–245. https://doi.org/10.1080/13683500.2011.589895.
  • Selwood, J. (2003) The Lure of Food: Food as an Attraction in Destination Marketing in Manitoba, Canada, Michael Hall (Ed), Food Tourism Around the World: Management of Development and Markets, 178- 180, Great Britain: Elseiver.
  • Sims, R. (2009). Food, Place and Authenticity: Local Food and the Sustainable Tourism Experience. Journal of Sustainable Tourism, 17(3), 321-336. https://doi.org/10.1080/09669580802359293.
  • Yapraklı, T. Ş. and Kara, E. (2015). Marka Değeri Bileşenlerinin Müşteri Temelli Ölçümlenmesi: Kahramanmaraş Dondurma Sektörüne Yönelik Bir Uygulama. Kahramanmaraş Sütçü İmam University. Journal of Faculty of Economics and Administrative Sciences, 5(2), 133-154.
  • Yu, C-E. and Sun, R. (2019). The Role of Instagram in the UNESCO’s Creative City of Gastronomy: A Case Study of Macau. Tourism Management, 75, 257–268. https://doi.org/10.1016/j.tourman.2019.05.011.
  • Wang, J., Tao, J. and Chu, M. (2019). Behind the Label: Chinese Consumers’ Trust in Food Certification and the Effect of Perceived Quality on Purchase Intention. Food Control, 108, 2-10, https://doi.org/10.1016/j.foodcont.2019.106825.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis Of Evidence. Journal of Marketing, 52(3), 2–22. DOI: 10.1177/002224298805200302

The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route

Year 2020, Volume: 6 Issue: 2, 276 - 295, 17.10.2019
https://doi.org/10.20979/ueyd.755893

Abstract

Bu araştırmanın amacı gastronomi marka değerini oluşturan marka imajı, algılanan kalite, marka farkındalığı ve marka sadakati bileşenlerinin seyahat niyeti üzerindeki etkisinin belirlenmeye çalışılmasıdır. Araştırma kapsamında mutfak kültürü ve gastronomi kaynakları ile öne çıkan Adana, Mersin ve Hatay illerinde yerli turistlere anket uygulanmıştır. Korelasyon analizine göre göre seyahat niyeti ile en güçlü ilişkiye sahip olan marka boyutunun Adana ili için marka sadakati (.738), Mersin için marka farkındalığı boyutu (.666) ve Hatay için marka sadakati boyutu (.757) olduğu belirlenmiştir. Adana ve Mersin illeri için marka sadakati, marka farkındalığı ve marka imajı boyutları seyahat niyeti üzerinde pozitif etkiye sahiptir. Hatay ili için ise sadece marka sadakati boyutunun seyahat niyeti üzerinde pozitif bir etkiye sahip olduğu belirlenmiştir.

Project Number

18113010

References

  • Altunışık, R., Çoşkun, R., Bayraktaroğlu, S. and Yıldırım, E. (2007). Sosyal Bilimlerde Araştırma Yöntemleri SPSS Uygulamalı. 5th Edition, Sakarya: Sakarya Publishing.
  • Amira F. (2009). The Role of Local Food in Maldives Tourism: A Focus on Promotion and Economic Development. New Zealand Tourism Research Institute. Master Thesis.
  • Askegaard, S. and Kjeldgaard, D. (2007). Here, There, and Everywhere: Place Branding and Gastronomical Globalization in a Macromarketing Perspective. Journal of Macromarketing, 27(2), 138-147.
  • Boo, S., Busser, J. and Baloglu, S. (2009). A Model of Customer-Based Brand Equity and its Application to Multiple Destinations. Tourism Management 30(2), 219–231. DOI:10.1016/j.tourman.2008.06.003
  • Ceylan, S. (2011). Destinasyon Marka İmajı ve Pamukkale Yöresinde Bir Uygulama. International Journal of Economic and Administrative Studies. Year: 4 (7), 89-102.
  • Chang, R. C. Y. and Mak, A. H. N. (2018). Understanding Gastronomic İmage From Tourists’ Perspective: A Repertory Grid Approach. Tourism Management, 68, 89-100. https://doi.org/10.1016/j.tourman.2018.03.004.
  • Chi. H. K., Huang K. C. and Nguyen, H. M. (2019). Elements of Destination Brand Equity and Destination Familiarity Regarding Travel İntention. Journal of Retailing and Consumer Services, 52, 1-10. https://doi.org/10.1016/j.jretconser.2018.12.012.
  • Chow I. H., Lau, V. P., Lo, T. W. C., Sha, Z., and Yun, H. (2007). Service quality in restaurant operations in China: Decision and Experiential-Oriented Perspectives. International Journal of Hospitality Management, 26(3), 698-710. DOI: 10.1016/j.ijhm.2006.07.001
  • Cohen, E. and Avieli, N. (2004). Food in Tourism: Attraction and Impediment. Annals of Tourism Research, 31(4), 755–778.
  • Çalışkan, O. (2013). Destinasyon Rekabetçiliği ve Seyahat Motivasyonu Bakımından Gastronomik Kimlik. Journal of Tourism and Gastronomy Studies, 1/2, 39-51.
  • Çetin, Ş. (1993). Turizm Endüstrisine Mutfak Elemanı Yetiştirmeye Yönelik Eğitim Programlarının Değerlendirilmesi. Çukurova University. Institute of Social Sciences. Educational Sciences. Unpublished Doctoral Thesis.
  • Çetinsöz, B. C. and Artuğer, S. (2013). Antalya İli’nin Marka Değerinin Ölçülmesine Yönelik Bir Araştırma. Anatolia: Journal of Tourism Research, 24(2), 200-210.
  • Fernandez, J. A. F., Cerro, A. M. C. and Mogollon, J. M. H. (2019). Potential of Olive Oil Tourism in Promoting Local Quality Food Products: A Case Study of the Region of Extremadura, Spain. Heliyon, 5(10), 1-8. https://doi.org/10.1016/j.heliyon.2019.e02653.
  • Hacıoğlu, N., Girgin G. K., and Giritlioğlu İ. (2009). Yiyecek-İçecek İşletmelerinin Pazarlama Faaliyetlerinde Yöresel Mutfakların Kullanımı – Balıkesir Örneği. III. National Gastronomy Symposium Papers. Antalya.
  • Hall, M. and Sharples, L. (2003). The Consumption of Experiences or the Experience of Consumption? An Introduction to the Tourism of Taste. Food Tourism Around the World, London: Butterworth Heinemann, 1-25.
  • Horng, J-S, Liu, C-H., Chou, H-Y. and Tsai, C-Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel ıntentions. Tourism Management, 33(4), 815-824. DOI: 10.1016/j.tourman.2011.09.
  • Kao, M. C., Patterson, I., Scott, N. and Li, C. K. (2008). Motivations and Satisfactions of Taiwanese Tourists who Visit Australia: An Exploratory Study. Journal of Travel & Tourism Marketing, 24(1), 17-33. http://dx.doi.org/10.1300/J073v24n01_02.
  • Karim, A. S. and Chi, C. G. Q. (2010). Culinary Tourism as a Destination Attraction: an Empiricial Examination of Destinations Food İmage. Journal of Hospitality Marketing and Management, 19(6), 531-555.
  • Kivela, J. and Crotts, J. C. (2006). Tourism and Gastronomy: Gastronomy’s Influence on How Tourists Experience a Destination. Journal of Hospitality & Tourism Research, 30(3), 354–377. https://doi.org/10.1177/1096348006286797.
  • Kocaman, S. and Güngör, İ. (2012). Destinasyonlarda Müşteri Temelli Marka Değerinin Ölçülmesi ve Marka Değeri Boyutlarının Genel Marka Değeri Üzerindeki Etkileri: Alanya Destinasyonu Örneği. International Journal of Alanya Faculty of Business. 4(3), 143-161.
  • Kozak, N. (2008). Turizm Pazarlaması, 2nd Edition, Ankara: Detay Publishing.
  • Küçükaltan, G. (2009). Küreselleşme Sürecinde Gastronomide Yöresel Tatların Turistlerin Destinasyon Tercihlerine ve Ülke Ekonomilerine Etkileri. 3rd National Gastronomy Symposium. April 17-18, 2009, Antalya.
  • Lai, M. Y., Khoo-Lattimore, C. and Wang, Y. (2017). Food and Cuisine Image in Destination Branding: Toward a Conceptual Model. Tourism and Hospitality Research, 19(2), 238-251
  • Lai, M. Y., Khoo-Lattimore, C. and Wang, Y. (2018). A Perception Gap Investigation Into Food and Cuisine Image Attributes for Destination Branding from the Host Perspective: The Case of Australia. Tourism Management, 69, 579–595. https://doi.org/10.1016/j.tourman.2018.06.033.
  • Ling, L. Q., Karim, M. S. A., Othman, M., Adzahan, N. M. and Ramachandran, S. (2010). Relationships Between Malaysian Food Image, Tourist Satisfaction and Behavioural Intention. World Applied Sciences Journal, 10, 164-171.
  • Mckercher, B., Okumuş, F., and Okumuş, B. (2008). Food Tourism as a Viable Market Segment: It’s all How You Cook the Numbers. Journal of Travel & Tourism Marketing, 25(2),137- 148.
  • Molina, M. A. R., Jamilena, D. M. F., García, S. D. B. and Castaeda, A. (2019). Destination Brand Equity-Formation: Positioning by Tourism Type and Message Consistency. Journal of Destination Marketing & Management, 12, 114-124. https://doi.org/10.1016/j.jdmm.2019.03.010.
  • Murphy, L., Benckendorff, P. and Gianna, M. (2007). Destination Brand Personality: Visitor Perceptions of a Regional Tourism Destination. Tourism Analysis, 12(5-6), 419-432. https://doi.org/10.3727/108354207783227948.
  • Pineda, J. M. B., Florencioa, B. P., Hurtadob, J. M. R. and Roldan, L. S.(2019). Gastronomic Experience as a Factor of Motivation in the Tourist Movements. International Journal of Gastronomy and Food Science, 18, 1-10. https://doi.org/10.1016/j.ijgfs.2019.100171.
  • Rand, G. E. and Heat, E. (2006) Towards a Framework for Food Tourism as an Element of Destination Marketing. Current Issues in Tourism, 9(3), 206-234.
  • Rimmington, M. and Yüksel, A. (1998). Tourist Satisfaction and Food Service Experience: Results and İmplications of an Empirical Investigation. Anatolia, 9(1), 37-57. DOI:10.1080/13032917.1998.9686958
  • Ryan, J. and Casidy, R. (2018). The Role of Brand Reputation in Organic Food Consumption: A Behavioral Reasoning Perspective. Journal of Retailing and Consumer Services, 41, 239–247. https://doi.org/10.1016/j.jretconser.2018.01.002.
  • Sanchez-Canizares, S. M. and Lopez-Guzman, T. (2012). Gastronomy as a Tourism Resource: Profile of the Culinary Tourist. Current Issues in Tourism, 15(3), 229–245. https://doi.org/10.1080/13683500.2011.589895.
  • Selwood, J. (2003) The Lure of Food: Food as an Attraction in Destination Marketing in Manitoba, Canada, Michael Hall (Ed), Food Tourism Around the World: Management of Development and Markets, 178- 180, Great Britain: Elseiver.
  • Sims, R. (2009). Food, Place and Authenticity: Local Food and the Sustainable Tourism Experience. Journal of Sustainable Tourism, 17(3), 321-336. https://doi.org/10.1080/09669580802359293.
  • Yapraklı, T. Ş. and Kara, E. (2015). Marka Değeri Bileşenlerinin Müşteri Temelli Ölçümlenmesi: Kahramanmaraş Dondurma Sektörüne Yönelik Bir Uygulama. Kahramanmaraş Sütçü İmam University. Journal of Faculty of Economics and Administrative Sciences, 5(2), 133-154.
  • Yu, C-E. and Sun, R. (2019). The Role of Instagram in the UNESCO’s Creative City of Gastronomy: A Case Study of Macau. Tourism Management, 75, 257–268. https://doi.org/10.1016/j.tourman.2019.05.011.
  • Wang, J., Tao, J. and Chu, M. (2019). Behind the Label: Chinese Consumers’ Trust in Food Certification and the Effect of Perceived Quality on Purchase Intention. Food Control, 108, 2-10, https://doi.org/10.1016/j.foodcont.2019.106825.
  • Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis Of Evidence. Journal of Marketing, 52(3), 2–22. DOI: 10.1177/002224298805200302
There are 39 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Sibel Oğuz This is me 0000-0002-1951-3821

Murat İsmet Haseki 0000-0002-1461-7285

Zafer Buzcu 0000-0002-8379-762X

Project Number 18113010
Publication Date October 17, 2019
Submission Date June 22, 2020
Published in Issue Year 2020 Volume: 6 Issue: 2

Cite

APA Oğuz, S., Haseki, M. İ., & Buzcu, Z. (2019). The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route. Uluslararası Ekonomi Ve Yenilik Dergisi, 6(2), 276-295. https://doi.org/10.20979/ueyd.755893

International Journal of Economics and Innovation

Karadeniz Technical University, Department of Economics, 61080, Trabzon/Türkiye
28816