Exploring the relationship between gastronomic travel intentions and self-congruity, perceptions of culinary brand equity, and loyalty attitudes

Abstract

This study explored the relationship between foreign tourists’ gastronomic travel intentions and their self-congruity, perceptions of culinary brand equity, and loyalty attitudes. Data were acquired from 578 foreign tourists visiting Istanbul and Antalya provinces in Turkey. The collected data were then tested through structural equation modeling (SEM). Findings revealed that foreign tourists had positive perceptions of culinary brand equity and loyalty attitudes as their self-congruity toward destination cuisines grew. Brand image and quality perception impacted gastronomic travel intentions, while brand awareness did not. It was further established that loyalty attitudes influenced gastronomic travel intentions.