Effect of geographical marked product experience, satisfaction and behavioral intent of tourists on gastronomic activities: Adana example

Geographically marked products are defined as products that are specific to a particular region with their characteristics and reputation. Nowadays, with the increasing demand of individuals for geographically marked products, many regions contribute to the economy of the region as well as protecting their material and moral values by registering their own products. As the visitors are satisfied with their geographically marked product experiences, this also affects their behavioral intentions. In this study, it was aimed to determine the effect of geographically marked product experience on satisfaction and behavioral intention. For this purpose, the literature was examined and a model has been developed based on the studies in the literature. In order to test the model developed within the scope of the study, a face-to-face questionnaire was applied to 403 people selected by the easy sampling method among the visitors who attended the 3rd Adana Taste Festival between 4-6 October 2019. The data obtained were analyzed using the SPSS 22.0 package program. As a result of the analysis, it has been determined that the geographically marked product experience has an effect on satisfaction and behavioral intention. Keywords: Geographically indicated product experience, satisfaction, behavioral intention, Adana flavor festival