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This study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.

The survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.

The study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.

The results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.

The contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.

Human life has been unfavourably impacted by COVID-19, which has impacted the entire planet. Contrastingly, it is now crucial to discern the significance of health in human life and pay more attention to protecting health. Owing to COVID-19's influence on lifestyle, it is evident that the pandemic contributes to the development of health tourism and that wellness tourism, which was in the pre-pandemic growth trend, is favoured more often. Therefore, it is indisputable that stakeholders in the health and tourism industries view the rising demand for health-focused holidays as a potential. However, on the opposite hand, it is meaningful to broaden the number of products made available within the context of wellness tourism, to pinpoint areas that are conducive to health-related activities, to generate the infrastructure and superstructure required in these areas and to step up marketing initiatives in order to make the most of this opportunity. To address these concerns, it is deemed crucial that the parties involved in the tourism and health sectors coordinate their efforts.