The intermediary role of the abstract image of the city in the effect of the gastronomic branding level of the cities on the desire to visit again: the case of Gaziantep province

This study aimed to evaluate the gastronomic branding of Gaziantep province and the abstract image of the city from the perspective of both the residents of Gaziantep and the visitors to Gaziantep, and also to measure the intention of the visitors to visit Gaziantep again. Within the theoretical framework of the research, the concept of city branding and the contribution of gastronomy to the tourism-oriented city image were examined. In line with the determined purpose, the quantitative data collected from 423 Gaziantep residents and 406 Gaziantep visitors were analyzed with statistical methods. First of all, the validity and reliability of the scales used in the study were examined and it was examined whether the data met the normal distribution assumptions. After determining that the scales were valid and reliable and the data met the normal distribution conditions, independent sample t-test, one-way analysis of variance and hierarchical regression analyses were performed to test the hypotheses. The findings show that the gastronomic branding level of Gaziantep is perceived positively by both visitors and locals. While traditional culinary practices, local product diversity and promotional activities make significant contributions to the branding of the city, it has been determined that infrastructure and education elements also affect the level of satisfaction. Intangible image elements (hospitality, authenticity, etc.) stand out as critical factors that strengthen tourists' revisit intention. When we look at whether the branding level of the city and the abstract image perception differ between Gaziantep residents and visitors, it is seen that the participants who visited Gaziantep made more positive evaluations than the participants residing in Gaziantep in terms of both variables and their sub-dimensions. As a result of regression analyses conducted with data obtained from the visitors' perspective, it was determined that the city's gastronomic branding level positively affects both the city's abstract image perception and revisit intention, and that the city's abstract image perception has a mediating role in the effect of the city's gastronomic branding level on revisit intention. The results show that gastronomic identity is not only a taste-based attraction element, but also nourishes the cultural values of the city, thus contributing to sustainable tourism strategies.