The Role of Gastronomic Identity and Experience in Destination Branding: Evidence from an Urban Neighbourhood

This study examines how gastronomic identity shapes visitor-based destination branding at the neighbourhood level, both directly and through gastronomic experience. Using online survey data from 405 non-resident visitors who participated in gastronomic activities in Moda, Istanbul, the study applied exploratory factor analysis and partial least squares structural equation modelling to test the proposed relationships. The results support all hypotheses and show that gastronomic identity positively influences destination branding both directly and indirectly through gastronomic experience. Gastronomic experience is more strongly associated with destination branding than the direct pathway from gastronomic identity. It also partially mediates the relationship between gastronomic identity and destination branding, suggesting that place-specific culinary characteristics gain branding value primarily through visitors’ lived encounters and evaluations. By demonstrating this process within an urban neighbourhood below the city scale, the study extends gastronomy-based destination branding to the neighbourhood level and highlights the managerial importance of coordinating food, service, hospitality, and the neighbourhood’s atmosphere within an integrated visitor experience.