Akademik Veri Yönetim Sistemi
BRITISH FOOD JOURNAL, cilt.120, sa.6, ss.1-18, 2025 (SCI-Expanded)
Abstract Purpose – To determine the effects of local tourists’ perceptions of geographically indication (GI) products on destination food image and willingness to pay higher prices. In addition, the moderating role of food diversity seeking on these effects is also examined. Design/methodology/approach – The study was conducted in Afyonkarahisar, Turkey. A total of 454 participants were included in the study. The data were analyzed using structural equation modeling and AMOS software. Findings – GI product perception has a positive and significant effect on destination food image and willingness to pay more. The moderating effect of GI product perception and diversity seeking variables on destination food image was found to be negative and insignificant. The moderating effect of GI product perception and diversity seeking variables on willingness to pay is positive and significant. Research limitations/implications – The study is limited to local tourists visiting Afyonkarahisar, so the generalizability of the results may be limited for other destinations. A comparative analysis of the relationship between GI product perception and destination food image within the context of different touristic destinations can provide important information for the strategic positioning of destinations. Originality/value – This study makes a significant contribution to the literature by addressing the role of GI products in tourism and the effects of the search for food diversity. Especially the results obtained reveal the originality of the study. In addition, being aware of how tourists from various countries with different eating habits seek gastronomic experience can provide new ideas to food and beverage service providers.