A study on the relationship between gastronomy experience, gastronomy involvement and branding: The case of Istanbul cuisine

With the increasing importance of gastronomy authenticity in tourism destinations, visitors' interest in gastronomy-based experiences has increased and has had a decisive impact on consumers' branding perceptions towards cities. In today's changing conditions, gastronomy-based experiential products and services are included in the promotion strategies of destinations and create competitive power as a means of differentiation. Considering the changes in today's visitor demands, Istanbul stands out as an ideal destination that simultaneously harbours the concept of multiculturalism and authenticity for the search for diversity and authenticity. The fact that Istanbul is the focus of this study is related to the fact that the city has the potential to be recognised as a gastronomy destination with its rich food culture reflecting its history. The food culture in Istanbul is of a quality that will allow the city's history to be interpreted and interpreted through gastronomy culture. This historical depth allows the city to be presented as a gastronomy-oriented cultural experience area. These features create an attractive experience for visitors and increase their involvement in gastronomy. Therefore, this experience area consists of culinary experiences formed by Istanbul's gastronomy heritage. In order to strategically utilise the potential of Istanbul and to improve the brand image of the city as a gastronomy destination, there is a need to further promote and emphasise the gastronomy experiences of Istanbul. Accordingly, the aim of this study is to determine the effects of the value obtained from Istanbul cuisine experiences on the perception of gastronomy-based branding through gastronomy interest. In order to make analyses for the purpose of the study, data were collected from 538 domestic tourists who had Istanbul cuisine experiences by questionnaire technique. In the analysis of the data obtained, SPSS 27 was used for the evaluation of descriptive statistical findings and SmartPLS 4 software was used for the evaluation of the structural and measurement model. As a data analysis method, partial least squares structural equation model (KEKK-YEM) was applied. In line with the research findings, the effect of emotional value, health value and taste/quality value, which are sub-dimensions of gastronomy experience value, on tourists' perceptions of gastronomy branding was found to be significant; the mediating effect of the attractiveness dimension of gastronomy interest on the effect of prestige value, emotional value, interaction value, epistemic value, taste/quality value and price value variables, which are sub-dimensions of gastronomy experience value, on gastronomy branding perception was found to be significant. In conclusion, this research presents a holistic approach to the relationship between gastronomy experience, interest and branding. In order to improve the perceptions of gastronomy branding of Istanbul, it is important to clearly identify the elements that are unique to Istanbul and Istanbulised in order to concretise the culture by conducting digital and physical marketing activities simultaneously and to eliminate the uncertainty about the existence of Istanbul cuisine or gastronomy tourism in Istanbul. In line with the results of the study, recommendations have been developed for the academia and the sector, primarily for local administrations, in order to ensure the branding of Istanbul cuisine. When considering Istanbul's brand value based on gastronomy, emotional experience value, health value, interaction value, and prestige value are of critical importance, with taste/quality value being the primary factor. Of these variables, prestige and interaction value have a negative impact on branding perceptions. It is recommended that local governments carefully evaluate these factors and that experience, prestige and interaction value should not be the main focus of branding efforts. Keywords: Gastronomy Experience, Gastronomy Experience Value, Gastronomy Involvement, Gastronomy Branding, Istanbul Cuisine.