Do tourists’ perceptions of GI products affect destination food image and pay more? Evaluating the moderating role of seeking diversity

Purpose To determine the effects of local tourists’ perceptions of geographically indication (GI) products on destination food image and willingness to pay higher prices. In addition, the moderating role of food diversity seeking on these effects is also examined. Design/methodology/approach The study was conducted in Afyonkarahisar, Turkey. A total of 454 participants were included in the study. The data were analyzed using structural equation modeling and AMOS software. Findings GI product perception has a positive and significant effect on destination food image and willingness to pay more. The moderating effect of GI product perception and diversity seeking variables on destination food image was found to be negative and insignificant. The moderating effect of GI product perception and diversity seeking variables on willingness to pay is positive and significant. Research limitations/implications The study is limited to local tourists visiting Afyonkarahisar, so the generalizability of the results may be limited for other destinations. A comparative analysis of the relationship between GI product perception and destination food image within the context of different touristic destinations can provide important information for the strategic positioning of destinations. Originality/value This study makes a significant contribution to the literature by addressing the role of GI products in tourism and the effects of the search for food diversity. Especially the results obtained reveal the originality of the study. In addition, being aware of how tourists from various countries with different eating habits seek gastronomic experience can provide new ideas to food and beverage service providers.