The Relationships between Tourism Ethnocentrism, Destination Advocacy, Local Food Motivation, and Destination Food Image: The Case of Gaziantep

Abstract

Ethnocentric attitudes and beliefs are defined as prejudice against those who do not belong to one’s own community and are based on the understanding of considering one’s own nation to be superior. When the concept is interpreted from a tourism perspective, the conformity of the experiences with the norms of society can be described as the ensemble of attitudes and behaviors aimed at glorifying future domestic tourism welfare. When the destination experiences are evaluated, food constitutes the largest experience area within the tourism market. Besides transferring recipes and flavor elements to individuals, food also conveys the culture, beliefs, and value judgments of a society to future generations. Based on this point, the relationships between tourism ethnocentrism, destination advocacy, local food motivation, and destination food image were investigated in this study. In the scope of the study, a survey was conducted on people who visited the Gaziantep region and had a dining experience. Structural equation modeling was utilized in line with the study model. According to the findings of the study, local food motivation has a positive and significant effect on destination food image and tourism ethnocentrism, and tourism ethnocentrism positively and significantly affects destination food image and destination advocacy. Moreover, destination food image has a positive and significant effect on destination advocacy.