The impact of perceived experiential value from local culinary culture on destination satisfaction and destination loyalty: The case of the Aegean Region and Southeastern Anatolia Region

The main purpose of the thesis study is to examine the culinary cultures of the Aegean Region and the Southeastern Anatolia Region and compare the effects of gastronomic experiential value on destination satisfaction and destination loyalty regionally. This way, the perceived gastronomic experiential value, destination satisfaction, and destination loyalty of domestic tourists who have experienced the culinary culture of the two distinct regions of Turkey can be identified in both shared and distinct aspects. In accordance with the aim of the thesis study, quantitative research methods were employed using the survey technique. Through convenience sampling, data were collected from domestic tourists aged 18 and above who had visited either the Aegean or Southeastern Anatolia Region in the years 2020 and beyond, between December 2022 and July 2023, through online and face-to-face surveys. Participants were reached from all regions of Turkey to achieve the targeted sample size, and data from 713 participants were analyzed. Following a multivariate outlier analysis, it was decided to remove data from 27 surveys. Consequently, analysis was carried out with the data from 686 participants, including 320 who had visited the Aegean Region and 366 who had visited the Southeastern Anatolia Region. The validity, reliability, correlation, regression, and descriptive statistical analyses were conducted. As a result of the analyses, it has been determined that the perceptions of gastronomic experiential value dimensions, namely emotional value, epistemic value, taste/quality value, interaction value and health value, are higher among domestic tourists who visited the Aegean Region compared to those who visited the Southeastern Anatolia Region. However, it was also found that the perceptions of prestige value and price value are higher toward the Southeastern Anatolia Region. When examined on a regional basis, for the Aegean Region, there is a high-level relationship between destination satisfaction, destination loyalty, and the perception of gastronomic experiential value in terms of the taste/quality value dimension. For the dimensions of emotional value, epistemic value and health value, the relationships are at a medium level, while for the dimensions of price value, prestige value, and interaction value, the relationships are weak. When evaluated for the Southeastern Anatolia Region, it was found that there are high-level relationships between destination satisfaction and destination loyalty with the dimensions of emotional value, epistemic value, and taste/quality value. The relationships with health value, prestige value, price value and interaction value are at a medium level. Furthermore, it was determined that there is a very high-level relationship between destination satisfaction and destination loyalty for both regions. In summary, the analysis results indicate that the perception of gastronomic experiential value varies between the Aegean Region and the Southeastern Anatolia Region, with some dimensions being higher in one region and others in the opposite region. Additionally, there is a significant relationship between destination satisfaction, destination loyalty, and the perception of gastronomic experiential value in both regions, emphasizing the importance of gastronomy in influencing tourists' satisfaction and loyalty in these destinations. Considering the increasing importance given to gastronomy in recent years in Turkey, it is expected that the results of this study, which shed light on how the gastronomic values of regions are perceived, their current status, and the relationships of the variables in question, will provide valuable insights for the development of gastronomy tourism in destinations. It is foreseen that this will contribute to the creation of attractiveness and sustainable competitive strategies for destinations, benefiting national and local authorities and the practical field.