The perceived role of gastrodiplomacy in destination image and revisit intention: An investigation into chefs' perspectives

This study explores how gastrodiplomacy is perceived in the context of destination image and revisit intention, based on the perspectives of chefs through a qualitative approach. Gastrodiplomacy is the practice of using a country's or region's culinary culture as a diplomatic tool to shape international perceptions and promote tourism. Previous research has insufficiently explored the role of chefs in culinary promotion and the effects of gastronomic experiences on tourists' perceptions. Therefore, this study investigates the influence of gastrodiplomacy on destination image and tourists' intention to revisit. The research aims to contribute to academic literature and guide tourism professionals by examining the effects of gastronomy on destination marketing and tourist perception formation. Within the scope of the qualitative research method, in-depth semi-structured interviews were conducted with 12 professional chefs working in the field of gastronomy in Turkey. The findings reveal that gastrodiplomacy strengthens destination image and positively influences tourists' intention to revisit. Additionally, the important role of chefs in the gastronomic diplomacy process and the lasting effects of local culinary experiences on tourists have been demonstrated. Furthermore, it is shown that chefs can more effectively promote their country's cuisine with the support of local authorities. Chefs are emphasized as key actors who determine the quality of gastronomic experiences and influence tourists' perceptions. Tourists' satisfaction with gastronomic experiences increases the likelihood of generating positive electronic word-of-mouth (eWOM) about the destination. The findings of this study offer significant implications for tourism and destination management strategies and provide recommendations for the effective use of gastronomy as a destination marketing tool. Keywords: Gastrodiplomacy, Destination image, Destination marketing, Gastronomy tourism, Role of chefs