Antecedents of Gastronomy Destination Brand Equity: An Examination of Gastronomy Experience, Motivation, and Destination Satisfaction
Davut Kodaş, Çağıl Hale Özel
Abstract
This paper aims to test the relationships among gastronomic experience, motivation, destination satisfaction, and gastronomy destination brand equity. Data (n:600) was gathered from domestic visitors visiting Gaziantep in March, April to May 2018. Scale development to measure gastronomy experiences and scale adaptation process of destination brand equity were carried out. The relationships among the variables were examined with structural equation modeling. According to the findings, except H5 and H8, all hypotheses are significant in the research model. At the end of the study, significant theoretical and managerial implications were provided for the tourism providers and destination marketers, and managers.
Topics & Concepts
GastronomyTourismMarketingDestination managementStructural equation modelingScale (ratio)BusinessAdvertisingBrand equityEquity (law)Destination marketingDestinationsGeographyPolitical scienceMathematicsLawCartographyArchaeologyStatisticsCulinary Culture and TourismDiverse Aspects of Tourism ResearchConsumer Behavior in Brand Consumption and Identification