Destination Image and Relationship: The Moderating Role of Local Cuisine Experience

Abstract

Destination branding has increased its importance in recent years due to intense competitionin international tourism. As such, understanding of which attributes contribute to destinationbranding is especially important to identify and differentiate the destination. As a result, thepurpose of this study is to explore the moderating role of local cuisine on the relationbetween destination image and relationship. In doing so, this study employed an empiricalcausal research design using structural equation modeling along with multi-group analysis.Data were collected from foreign travelers visiting İstanbul. Even the results did not confirmthe moderating role of local cuisine experience, the study evidenced the direct and indirecteffects of local food on image, satisfaction and trust. That is, from the point of destinationbranding, the current research validates the argument that local cuisine can be positioned asa separate peak experience rather than being a component of overall travel experience.