While meeting the food and beverage needs of the visitors participating in the festival, highlighting the elements of local cuisine is an important tool in promoting the culinary culture. The aim of this research is to measure the mediating effect of destination image on cuisine brand value and place attachment. Data were collected from visitors who participated in the Beyağaç Culture and Tarhana Festival with a questionnaire. The obtained data were analyzed with partial least squares structural equation modeling. In this context, according to the results of the research, it has been determined that the destination image has a mediating effect on place attachment and culinary brand value.


cuisine, brand value, image, place attachment

ORCID Identifiers

Tuğçe Koştur: https://orcid.org/0000-0003-3089-3340

Serkan Bertan: https://orcid.org/0000-0002-9424-5011



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