The mediating role of destination image in the effect of geographically indicated intangible cultural heritage elements on destination satisfaction and destination brand: Isparta province example

The aim of this study is to examine the mediating role of destination image in the effect of geographically indicated intangible cultural heritage elements on destination satisfaction and destination brand. In the study, the knowledge and perceptions of tourists regarding geographically indicated intangible cultural heritage elements were measured in the sample of Isparta province; and the effects of these elements on destination satisfaction and brand were evaluated. The study aims to reveal the protection and sustainability of cultural heritage and the economic and social contributions of this heritage in the tourism sector. In the study, quantitative research method was adopted and survey method was used in the data collection process. The obtained data were tested with explanatory and confirmatory factor analyses and evaluated with structural equation modeling. The findings show that in addition to the direct effect of geographically indicated intangible cultural heritage elements on destination satisfaction and brand, their indirect effects through destination image are also significant. Intangible cultural heritage elements with geographical indications play a critical role in strengthening the destination image by reflecting the identity and originality of a destination. These elements are among the basic values that shape tourists' perceptions and experiences about the destination, while positively affecting tourists' tendency to revisit by increasing destination satisfaction. At the same time, effective promotion and management of these heritage elements increases the brand value of the destination and provides a competitive advantage in the tourism sector. The protection and sustainable use of cultural heritage not only increases tourism revenues, but also provides social and economic contributions to local communities. Thus, the strong interaction between destination image, satisfaction and brand supports the achievement of long-term sustainable tourism goals by increasing the attractiveness of a destination at national and international levels. The study indicates that intangible cultural heritage can create competitive advantage in tourism and provides a model for similar studies to be conducted in the future.