INVESTIGATION OF THE INFLUENCE OF RESTAURANT IMAGE FORMED IN LINE WITH SELF-BRANDING ON COUNTRY GASTRONOMY: CASE OF NUSRET

Abstract

Author(s): O?uz TA?PINAR

These days, individuals spend a lot of time on social media which is thought to shape the people’s expectations and choices. Recently, persons who have become famous affect behavioral intention of their followers in the social media, especially in Instagram. This research aimed to investigate the influence of cuisine chiefs who have created a personal brand on Instagram on the image of their restaurant, the image of gastronomic product in the destination where they are located, and the behavioral intention in destination. The convenience sampling method was used for the research. The data obtained from a questionnaire administered on foreign persons who followed the Instagram account of Nusret Gökçe were used in order to investigate the relationship between the self-branding, restaurant image and country’s gastronomic product image and the behavioral intention in destination. The questionnaire resulted in 423 valid data. The analysis conducted showed that there was a significant relationship between the self-branding, restaurant image and country’s gastronomic product image and the behavioral intention in destination.

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