The mediation role of the destination image in the relationship of the destination selection with the local cuisine elements: The case of Hatay

Especially since the 1980s, a rapid change and development process has begun to meet individual needs worldwide. Consumer behavior towards the tourism industry has also been affected by this change. While mass tourism, which was previously associated with sea, sand and sun tourism, was popular, nowadays, experiential tourism types are preferred to meet individualized needs. The increase in the number of trips made to get to know and experience the local cuisine recently is an example of the mentioned change. In this context, increasing the share of developing countries from the global tourism pie depends on their ability to meet changing consumer needs. Within the scope of this thesis, it has been examined whether the destination image has a mediating effect in the relationship between local cuisine elements and destination selection. The research was designed according to the relational screening model, which is one of the general screening models. Questionnaire technique was used to collect data. Due to the fact that the data collection process coincided with the Covid-19 pandemic period, the questionnaires were administered online using the deliberate (decision-judicial) sampling technique. As a result of removing the questionnaires with erroneous and missing data, analyzes were made on the data obtained with 382 questionnaires. Descriptive analysis, explanatory factor analysis (EFA), correlation and regression analyses were applied on the data. As a result of the analysis, it has been determined that the local cuisine elements have a positive and significant effect on the destination image and destination selection, and the destination image has a positive and significant effect on the destination selection. In addition, it has been concluded that the local cuisine elements affect the destination selection indirectly through the destination image. In this context, it can be said that there is a partial mediation effect of the destination image among the variables. The study was concluded by discussing the findings in the light of the literature and making suggestions for tourism industry practitioners and future research. Key Words: Local cuisine, destination image, destination selection, hatay