Examining the role of country image in the relationship between cuisine image and intention to visit a country

Abstract

Abstract The purpose of the study is to investigate the role of a country's image as a mediator between cuisine image and intention to visit a country. Data were collected using online and face‐to‐face surveys from 445 participants experiencing Turkish cuisine in the United Kingdom. The results show that the general cuisine image affects overall country image positively, whereas it does not directly affect intention to visit. However, general country image plays a mediating role between intention to visit and cuisine image. The findings are limited to those who have experienced Turkish cuisine; therefore, they should be interpreted with caution.

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