A Research on Gastronomic Brand Image in Destination Marketing

Abstract

The aim of the study is to determine the perceptions of local tourists towards the gastronomic brand image of Bursa. In addition to this purpose, it was thought to reveal the behavioral intentions of local tourists such as preferring Bursa again and recommending it to others through the data to be collected. In line with the targeted purpose, 601 (valid) surveys were applied to local tourists who visited Bursa between February and March. Likert type 5-scale scaling was used as the scale. The results obtained are presented in the form of summary tables and graphics. Descriptive statistics, t-test, Anova, reliability test, factor analysis methods were used in the analyzes. The significance level was taken as 5% (p = 0.05) in all analyzes. According to the analysis, it has been observed that the demographic differences of the participants in the preferred destinations are not related to the cuisine culture of the region and the variety of food and drink. In general, it is possible to say that the expectations of the participants about the local dishes of the province of Bursa were met and they convey the local foods to their surroundings in a positive way. In addition, it has been observed that the local tourists participating in the research have positive opinions about the gastronomic brand image of Bursa province as having a brand value.