The effect of destination food image on destination selection, satisfaction, revisit and recommendation: Diyarbakır example

Destination image is considered to be important factors affecting destination choice, satisfaction, revisit and recommendation intention. Therefore, destination image is an important element that increases or decreases the demand for a destination. The aim of the research in this direction is to reveal the effect of destination food image on destination choice, satisfaction, revisit and recommendation. Other objectives are to reveal the perceptions of local tourists regarding destination satisfaction, revisit and recommendation, destination choice and destination food image. Quantitative research method was used in the research. Data was collected with a survey form and social media tools. Data was collected between May 2023 and November 2023. 330 people participated in the research. A statistical program was used to make appropriate analyzes of the research data. In the research, firstly, missing data analysis was performed and frequency analysis was used to check whether the data were incorrect or not. No missing data or errors were found. Afterwards, skewness and kurtosis values were examined to determine whether the data came from a normal distribution. Skewness and kurtosis values applied to the scales of the research variables revealed that the data came from a normal distribution. Thus, reliability and validity analyzes were applied to data suitable for parametric analyses. Afterwards, regression analyzes were performed after the correlation analysis to determine the direction of the relationship between the variables to reveal the purpose of the research. As a result of the analysis, it was determined that there was a medium and high level of relationship between the variables, and it was determined that the destination food image had a statistically significant effect on destination choice, revisit and recommendation. In addition, as a result of the frequency and percentage analyzes to determine the participants' perceptions of satisfaction, revisit and recommendation, destination choice and destination food image, it was seen that they expressed mostly positive opinions. Finally, opinions and suggestions for the sector and literature are presented in line with the research findings.