The effect of memorable dining experience on revisit intention: The moderating role of perceived social value

In this thesis, the aim was to determine the moderating role of perceived social value on the intention to revisit an memorable dining experience. In the theoretical part of the study, the concepts of memorable dining experience, revisit on intention, perceived value, and perceived social value were elaborately explained. Hypotheses were developed and a research model was constructed based on the data obtained from the literature. A quantitative research method was employed in the study. Data were collected from local tourists who visited restaurants in Mersin Marina Yacht Harbor and experienced dining, with a total of 467 usable survey forms. In the first stage, multiple normal distribution analysis, reliability analyses, and various validity analyses were conducted on the collected data. In the second stage, the hypotheses in the research model were tested using "Structural Equation Modeling." In the third stage, path analysis was applied to determine the regulatory role. According to the analysis results, it was found that an unforgettable dining experience has a positive and significant impact on the intention to revisit. Additionally, the sub-dimensions of an memorable dining experience, namely "excellent service behavior," "physical environment and atmosphere," and "high perceived value," have a positive and significant effect on the intention to revisit, while the influence of "exquisite and delicious cuisine" was not detected. Furthermore, within the scope of the study, the moderating role of social value perception on the intention to revisit an memorable dining experience was determined. Finally, it was revealed that there is a moderating role of social perceived role on the intention to revisit in terms of "excellent service behavior," and "physical environment and atmosphere." However, the moderating role of soperceived value on the intention to revisit concerning the dimension of "high perceived value" was not determined. The contributions of the results obtained in the study to the literature were discussed, and recommendations for future studies were provided.