An investigation of the relationship between self-congruence, Turkish cuisine brand value and loyalty, and gastronomy travel intention

This study primarily aimed to determine the relationship between the self-congruence, brand value perception, and loyalty of foreign tourists regarding Turkish cuisine and their gastronomic travel intention. It secondarily aimed to determine the mediating effect of Turkish cuisine brand value perception in the relationship between self-congruence and Turkish cuisine loyalty. A survey was used as a data collection instrument. The population comprised foreign tourists visiting Turkey in 2022, whereas the sample was foreign visitors to Istanbul and Antalya. In line with the purpose of the study, 578 valid surveys were collected between March and July 2022 through the convenience sampling method. The collected data were analyzed using statistical package programs. Data and hypotheses were tested by the structural equation modeling (SEM) technique. Findings revealed that a rise in the self-confidence of foreign tourists about Turkish cuisine positively impacted the perception of Turkish cuisine brand value and loyalty. It was also discovered that the brand value of Turkish cuisine positively influenced the intention to travel for gastronomic purposes. As for the brand value dimensions, it was found that gastronomic travel intentions were influenced 36% by the Turkish cuisine brand image and 33% by the quality perception, with Turkish cuisine awareness having no impact. In addition, it was determined that Turkish cuisine loyalty was 67% effective in forming gastronomic travel intention. Furthermore, the perception of Turkish cuisine brand value was found to play a partial, mediating role in the impact of self-congruence on Turkish cuisine loyalty. The study consequently highlighted the need to understand and meet the expectations of target consumers in terms of self-congruence within the scope of the brand positioning strategy to strengthen tourists' perceptions of Turkish cuisine brand value and loyalty. It further concluded that strengthening the brand value perception and loyalty of Turkish cuisine among foreign tourists might impact the supply of Turkey's gastronomic tourism.