The effect of memorable local gastronomic experiences on tourists' destination satisfaction and destination revisit intention: The mediation effect of food image and the moderating effect of motivations

This study aims to investigate the effects of tourists' destination satisfaction and intention to revisit the destination in the context of memorable local gastronomy experiences. The effect of memorable local gastronomy experiences on satisfaction was directly addressed, and its effect on the intention to revisit the destination was examined both directly and through the destination food image. In this context, the effect of satisfaction and destination food image on the intention to revisit the destination was also evaluated. In addition, while focusing on the direct effect of satisfaction with memorable local gastronomy experiences on the destination food image, the moderating role of motivations in the effect of memorable local gastronomy experiences on the destination food image was also investigated. Finally, the effect of satisfaction on destination food image and the moderating role of motivations in the effect of destination food image on intention to revisit the destination were evaluated. In this study, a quantitative research design was adopted in line with the determined objectives and the Structural Equation Model approach was used. While creating the research model, a total of 11 hypotheses were developed with support from the relevant literature. Data were collected using face-to-face survey method in Lara, Muratpaşa and Konyaaltı districts of Antalya province. Relevant analyzes were carried out on the data of 359 surveys in total. In order to test the hypotheses, Structural Equation Model (PLS-SEM) was established based on the PLS algorithm. According to the findings of the study, memorable local gastronomy experiences contribute positively to tourists' satisfaction, but do not have an effect on the intention to revisit the destination. Additionally, satisfaction has no effect on the intention to revisit the destination. On the other hand, in a situation mediated by destination food image, it has been determined that memorable local gastronomy experiences and satisfaction have a positive effect on tourists' intentions to revisit the destination, and destination food image plays a full mediating role. It has been found that memorable local gastronomy experiences and satisfaction also have a direct positive impact on destination food image. Finally, it has been determined that motivations play a moderating role in the effect of memorable local gastronomy experiences on the destination food image and the effect of destination food image on the intention to revisit the destination. On the other hand, it has been determined that motivations do not play a moderating role in the effect of satisfaction on destination food image.The findings were discussed in the light of other studies in the literature, and in the conclusion of the study, some suggestions were presented to the sector and researchers who are considering working in the relevant research field. Keywords: Memorable Gastronomic Experiences, Destination Food Image, Motivations, Satisfaction, Revisit Intention