The mediation role of local food consumption values in the effect of food image on tourist loyalty

The aim of this research is to determine the mediating role of local food consumption values in the relationship between food image and tourist loyalty. Istanbul and Antalya destinations were chosen for the research area of the study, and the sample of the research consisted of foreign tourists visiting Istanbul and Antalya. The research data were collected face-to-face through a survey form created after a comprehensive literature review. The questionnaires prepared in English, Russian and German languages were collected on 22 June and 30 July 2021 in areas where tourists are dense and frequently visited. In the research, easily accessible and purposeful sampling methods were used together. Analyzes were carried out with the data obtained from 659 foreign tourists visiting the relevant destinations. Structural Equation Modeling (SEM) was used to test the hypotheses developed within the scope of the study. According to the results obtained, it has been determined that food image is effective in determining local food consumption values. Moreover, it has been determined that food image has a positive and significant effect on tourist loyalty. It was concluded that taste/quality value, epistemic value and interaction value mediated the relationship between food image and tourist loyalty. Based on the findings obtained from the research, suggestions were made for practice and future research.