The effect of gastronomic image on gastronomic satisfaction, intention to visit again with willingness to pay higher prices

The main objective of this study is to examine the effects of tourists' perceptions of the gastronomic image and the levels of gastronomic satisfaction shaped by these perceptions on behavioural intentions (intention to revisit and willingness to pay higher prices) in Urla, one of Turkey's emerging gastronomic destinations, within a comprehensive model framework. A quantitative method was adopted in the study; data was collected through face-to-face surveys from 496 local and foreign tourists who visited Urla between May and September 2024. The collected data was subjected to factor analysis, correlation and multiple regression analyses to test the structural relationships. The results of the study revealed that the sensory-aesthetic and health-safety dimensions of gastronomic image positively and significantly influence gastronomic satisfaction. Gastronomic satisfaction, in turn, was found to be a strong predictor of both repeat visit intention and willingness to pay high prices. However, a differentiation was observed in the direct effects of gastronomic image on behavioural intentions: The most decisive image dimension in the intention to revisit was "sensory and aesthetic values", while the perception of "health and nutritional safety" stood out in the willingness to pay higher prices. Finally, a positive relationship was found between the intention to revisit and the willingness to pay higher prices. These findings provide important evidence for destinations like Urla on which elements to prioritise in their marketing and experience design strategies, thereby guiding sustainable tourism development.