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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2026 / Volume: 14 Issue: 3

Relations Among Variety-Seeking, Attitudes Toward Culinary Innovation, Gastronomic Image, and Behavioral Intentions: The Moderating Role of Social Media Use

Nurgül Boz(ALANYA ALAADDIN KEYKUBAT UNIVERSITY, FACULTY OF TOURISM)0000-0003-0779-2015
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Publication Date
2026-09-01
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AI Summary & Key Takeaways

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

The findings reveal that variety-seeking behavior positively influences both attitudes toward culinary innovation and gastronomic image, while attitudes toward culinary innovation significantly affects tourists’ perceptions of gastronomic image, which then significantly influences tourists’ intentions to consume local food and revisit.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study investigates the interactions between tourists’ variety-seeking tendencies, attitudes toward culinary innovations, perceptions of gastronomic image, and behavioral intentions regarding local food consumption and destination revisits.
📊
Key Findings & Data:Data were collected from 1,028 foreign tourists visiting Alanya, Türkiye, between April and June 2023, and 786 valid responses analyzed using confirmatory factor analysis and structural equation modelling.
💡
Conclusion & Impact:The findings reveal that variety-seeking behavior positively influences both attitudes toward culinary innovation and gastronomic image, while attitudes toward culinary innovation significantly affects tourists’ perceptions of gastronomic image, which then significantly influences tourists’ intentions to consume local food and revisit.
🔬Design:Modeling & Simulation
📍Scope:2023 Verileri
⚙️Variables:variety seeking · culinary innovation · gastronomic image

Abstract

This study investigates the interactions between tourists’ variety-seeking tendencies, attitudes toward culinary innovations, perceptions of gastronomic image, and behavioral intentions regarding local food consumption and destination revisits. It also examines the moderating role of social media usage in the relationship between attitudes towards culinary innovation and gastronomic image. Data were collected from 1,028 foreign tourists visiting Alanya, Türkiye, between April and June 2023, and 786 valid responses analyzed using confirmatory factor analysis and structural equation modelling. The findings reveal that variety-seeking behavior positively influences both attitudes toward culinary innovation and gastronomic image, while attitudes toward culinary innovation significantly affects tourists’ perceptions of gastronomic image, which then significantly influences tourists’ intentions to consume local food and revisit. Furthermore, social media usage moderates the effect of attitudes towards culinary innovation on gastronomic image. The findings also provide practical insights for destination marketers and hospitality businesses by highlighting the role of gastronomic image in shaping tourist behavior and its potential contribution to destination incomes.

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Cite This Article

Boz, N. (2026). Relations Among Variety-Seeking, Attitudes Toward Culinary Innovation, Gastronomic Image, and Behavioral Intentions: The Moderating Role of Social Media Use. Advances in Hospitality and Tourism Research (AHTR), Volume: 14 Issue: 3. https://doi.org/10.30519/ahtr.1728736

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