THE IMPACT OF DESTINATION GASTRONOMY BRAND EQUITY COMPONENTS ON TRAVEL INTENTION (THE CASE OF BOLU)

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The purpose of this study is to try to determine the effect of brand image, perceived quality, brand awareness and brand loyalty components on the travel intentions, which constitutes the aim of gastronomy brand equity The research was carried out in Bolu, a city known for its culinary culture and cooking and gastronomy tourism. The sample group of the survey is the domestic tourists who visit Bolu. In this context, a survey was conducted on 634 domestic tourists visiting Bolu using survey technique. In the analysis of the obtained data, arithmetic mean and standard deviation, factor analysis for the determination of construct validity, correlation analysis for relationship tests and multiple linear regression analysis were performed in order to test hypotheses. Look at the results of the survey The highest value found by Bolu to be positive for the components of the gastronomic brand equity is calculated for the brand loyalty factor. As a result of the correlation analysis, it was determined that the components of the brand equity of gastronomy are related to the factor of travel intention in the positive direction. Apart from the brand image factor of the gastronomy brand equity components, positive statistic effect on the travel intention has the effect that the strongest effect is the brand loyalty dimension.

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Gastronomy Brand Equity , Travel Intention , Bolu

Abant Sosyal Bilimler Dergisi

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Abant Sosyal Bilimler Dergisi