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Journals / Journal of Hospitality and Tourism Issues / 2025 / Cilt: 7 Sayı: 2

The Impact of Foreign Tourists’ Satisfaction with Kyrgyz Cuisine on Revisit Intention and Word-of-Mouth Communication

Yabancı Turistlerin Kırgız Mutfağına İlişkin Memnuniyet Düzeylerinin Tekrar Ziyaret Niyeti ve Ağızdan Ağıza Pazarlama Üzerine Etkisi

Ümit Sormaz(NECMETTİN ERBAKAN ÜNİVERSİTESİ, TURİZM FAKÜLTESİ)0000-0001-7514-1500
Canılay Batırbekova(KIRGIZİSTAN-TÜRKİYE MANAS ÜNİVERSİTESİ)0009-0007-7848-5916
Pages
268–286
Publication Date
2025-12-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Based on the study’s findings, recommendations were developed to enhance tourists’ satisfaction levels regarding Kyrgyz cuisine.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study was conducted to measure the impact of foreign tourists’ satisfaction levels regarding Kyrgyz cuisine on their revisit intentions and word-of-mouth communication.
📊
Key Findings & Data:The sample, on the other hand, is composed of 453 participants selected through a simple random sampling technique.
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Conclusion & Impact:Based on the study’s findings, recommendations were developed to enhance tourists’ satisfaction levels regarding Kyrgyz cuisine.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Kırgız Mutfağı · Gastronomi Turizmi · Memnuniyet Düzeyi

Abstract

This study was conducted to measure the impact of foreign tourists’ satisfaction levels regarding Kyrgyz cuisine on their revisit intentions and word-of-mouth communication. In line with this purpose, the research population consists of tourists visiting the city of Bishkek. The sample, on the other hand, is composed of 453 participants selected through a simple random sampling technique. A quantitative research method was employed in this study. The data were collected through a questionnaire administered at locations frequently visited by tourists. The questionnaire scale used for data collection was adapted from a previously developed and validated scale employed in earlier studies. For data analysis, frequency, factor analysis, and correlation tests were utilized. The results of the study revealed that the highest correlation in determining satisfaction levels was between local foods and culinary culture. In addition, menu, visit impact, and price factors were also found to be significantly associated. Furthermore, a strong and significant correlation was identified between the satisfaction factor and both revisit intention and word-of-mouth communication. Based on the study’s findings, recommendations were developed to enhance tourists’ satisfaction levels regarding Kyrgyz cuisine.

Özet

Bu araştırma, yabancı turistlerin Kırgız mutfağına ilişkin memnuniyet düzeylerinin tekrar ziyaret niyetlerine ağızdan ağıza pazarlamaya etkisini ölçmek amacıyla yürütülmüştür. Amaç doğrultusunda araştırmanın evrenini Bişkek şehrini ziyaret eden turistler oluşturmaktadır. Örneklemini ise, basit rastgele örnekleme tekniğinin uygulandığı 453 kişi oluşturmuştur. Araştırmada nicel yöntem uygulanmıştır. Veriler anket tekniği ile turistlerin yoğun olarak ziyaret ettikleri mekanlarda uygulanarak elde edilmiştir. Veri toplamada kullanılan anket ölçeği daha önceki araştırmalarda kullanılan hazır ölçekten uyarlanmıştır. Verilerin analizinde frekans, faktör analizi ve korelasyon testi kullanılmıştır. Araştırma sonucunda, memnuniyet düzeyini belirlemede en yüksek korelasyonun yerel yiyecekler ile mutfak kültürü arasında olduğu, bunun yanında menü, ziyaret etkisi ve fiyat faktörlerinin de anlamlı biçimde ilişkili olduğu belirlenmiştir. Ayrıca, memnuniyet faktörü ile ileride tekrar ziyaret niyeti ve ağızdan ağıza pazarlama arasında güçlü ve anlamlı korelasyon bulunmuştur. Araştırma sonuçları doğrultusunda, turistlerin Kırgız mutfağına ilişkin memnuniyet düzeylerini etkileyecek öneriler geliştirilmiştir.

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Cite This Article

Sormaz, Ü., Batırbekova, C. (2025). The Impact of Foreign Tourists’ Satisfaction with Kyrgyz Cuisine on Revisit Intention and Word-of-Mouth Communication. Journal of Hospitality and Tourism Issues, Cilt: 7 Sayı: 2, 268–286. https://doi.org/10.51525/johti.1821528

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