文章基本信息

标题：The Effect of Gastronomy Brand Value Components on Travel Intention: A Case of a Route
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作者：Zafer Buzcu ; Murat İsmet Haseki ; Sibel Oğuz 等
期刊名称：Uluslararası Ekonomi ve Yenilik Dergisi
电子版ISSN：2149-6838
出版年度：2019
卷号：6
期号：2
页码：276-295
DOI：10.20979/ueyd.755893
语种：Turkish
出版社：SA
摘要：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.