Yıl: 2022 Cilt: 10 Sayı: 1 Sayfa Aralığı: 716 - 731 Metin Dili: Türkçe DOI: 10.21325/jotags.2022.1012 İndeks Tarihi: 11-06-2022

Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması

Öz:
Destinasyon çekiciliği birçok bileşene bağlıdır ve genel olarak doğal ve insan yapımı olmak üzere iki ana boyutta değerlendirilebilir. Bu bileşenler içerisinde hem doğal hem de insan yapımı bileşenleri içeren gastronomik unsurlar, her geçen gün daha da önem kazanmaya başlamıştır ve destinasyon çekiciliğinde hem doğrudan hem de dolaylı etkiye sahiptir. Bu bağlamda, bu çalışma, gastronomik unsurların destinasyon düzeyinde pazarlama faaliyetlerinde kullanılmasına ilişkin ilgili bilgi birikimine katkılar sunmayı amaçlamaktadır. Bu çerçevede, Kayseri İli örneğinde değerlendirmeler yapılarak, Kayseri’nin tanıtımına ilişkin materyallerde yerel gastronomik unsur olarak yerel yiyecek ve içeceklere yer verilme düzeyi araştırılmıştır. Tanıtım materyallerinde sunulan yiyecek ve içecekler, içerik analizi yöntemi ile incelenmiş ve ilgili bilgi birikimine katkılar sunulmaya çalışılmıştır. Sonuç olarak, Kayseri’nin bir gastronomi destinasyonu olarak tanıtılabilmesi için pazarlama çabalarında yerel mutfak kaynaklarının daha iyi nasıl kullanılabileceğine ilişkin öneriler ortaya konulmuştur.
Anahtar Kelime:

Marketing of Kayseri Province as a Gastronomy Destination

Öz:
The attraction of the destination depends on many components, which can be evaluated in two main dimensions: natural and man-made. Among these components, gastronomic elements, which are becoming more important every day today due to their elements covering both the natural and the human factor, are included as having a direct or indirect influence factor. In this context, this study aims to contribute to the relevant knowledge about the use of gastronomic elements in marketing activities at the destination level. In this context, evaluations were made on the example of Kayseri Province and the level of inclusion of local food and beverages as a local gastronomic element in the materials related to the promotion of Kayseri was determined by the content analysis method within the limits of the study and contributions to the relevant knowledge were tried to be presented. As a result, recommendations have been put forward on how to better use local culinary resources in marketing efforts so that Kayseri can be promoted as a gastronomic destination.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
  • Ab Karim, S., & Chi, C. G. Q. (2010). Culinary tourism as a destination attraction: An empirical examination of destinations' food image. Journal of hospitality marketing & management, 19(6), 531-555.
  • Andersson, T. D., & Mossberg, L. (2017). Travel for the sake of food. Scandinavian Journal of Hospitality and Tourism, 17(1), 44-58.
  • Baruah, S. R. (2016). Promotion of culinary tourism as a destination attraction of North-East India. International Journal of Interdisciplinary Research in Science Society and Culture, 2(1), 201-209.
  • Belisle, F. J. (1983). Tourism and food production in the Caribbean. Annals of Tourism Research, 10(4), 497-513.
  • Bernard, H. R. (2013). Social research methods: Qualitative and quantitative approaches. Sage.
  • Björk, P., & Kauppinen-Räisänen, H. (2016). Local food: a source for destination attraction. International Journal of Contemporary Hospitality Management, 28(1), pp. 177-194.
  • Deniz, T., & Atışman, E. (2017). Kayseri ilinin gastronomi turizmine yönelik bir SWOT analizi çalışması. Türk Turizm Araştırmaları Dergisi, 1(3), 56-65.
  • Dieck, M. C. T., Fountoulaki, P., & Jung, T. H. (2018). Tourism distribution channels in European island destinations. International Journal of Contemporary Hospitality Management. 30(1).
  • Du Rand, G. E., Heath, E., & Alberts, N. (2003). The role of local and regional food in destination marketing: A South African situation analysis. Journal of Travel & Tourism Marketing, 14(3-4), 97-112.
  • Du Rand, G. E., & Heath, E. (2006). Towards a framework for food tourism as an element of destination marketing. Current Issues in Tourism, 9(3), 206-234.
  • Ellis, A., Park, E., Kim, S., & Yeoman, I. (2018). What is food tourism?. Tourism Management, 68, 250-263.
  • Fields, K. (2003). Demand for the gastronomy tourism product: motivational factors. In Tourism and gastronomy (50-64). Routledge.
  • Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of travel & tourism marketing, 14(3-4), 77-96.
  • Gunn, C.A. (1972) Vacationscape: Designing Tourist Regions. Austin: Bureau of Business Research, University of Texas.
  • Gunn, C.A. (1988). Vacationscapes: Designing Tourist Regions. New York: Van Nostrand Reinhold.
  • Güler, S. (2010). Türk mutfak kültürü ve yeme içme alışkanlıkları. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 26(1), 24-30.
  • Hall, C. M., & Sharples, L. (2004). The consumption of experiences or the experience of consumption? An introduction to the tourism of taste. In Food tourism around the world (pp. 13-36). Routledge.
  • Henderson, J. C. (2009). Food tourism reviewed. British food journal.
  • Henderson, J. C. (2009). Food Tourism Reviewed. British Food Journal, 111(4), 317-326.
  • Horng, J. S., Liu, C. H., Chou, H. Y., & Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism management, 33(4), 815-824.
  • Horng, J. S., & Tsai, C. T. S. (2010). Government websites for promoting East Asian culinary tourism: A crossnational analysis. Tourism management, 31(1), 74-85.
  • Jalis, M. H., Che, D., & Markwell, K. (2014). Utilising local cuisine to market Malaysia as a tourist destination. Procedia-Social and Behavioral Sciences, 144, 102-110.
  • Kim, S. S., Choe, J. Y., & Lee, A. (2016). Efforts to globalize a national food: Market segmentation by reasons for ethnic food preferences. International Journal of Contemporary Hospitality Management, 28(10), 2310-2330.
  • Kim, Y. H., Yuan, J., Goh, B. K., & Antun, J. M. (2009). Web marketing in food tourism: A content analysis of web sites in West Texas. Journal of Culinary Science & Technology, 7(1), 52-64.
  • Kivela, J., & Crotts, J. C. (2005). Gastronomy tourism: A meaningful travel market segment. Journal of Culinary Science & Technology, 4(2-3), 39-55.
  • Lee, K. H., & Scott, N. (2015). Food tourism reviewed using the paradigm funnel approach. Journal of Culinary Science & Technology, 13(2), 95-115.
  • Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and Hospitality Research, 11(1), 30-48.
  • Long, L. M. (Ed.). (2004). Culinary ourism. University Press of Kentucky.
  • O'Gorman, K. D. (2009). Origins of the commercial hospitality industry: from the fanciful to factual. International Journal of Contemporary Hospitality Management, 21(7), 777-790.
  • Okumus, B., & Cetin, G. (2018). Marketing Istanbul as a culinary destination. Journal of Destination Marketing & Management, 9, 340-346.
  • Okumuş, B., Okumuş, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28(1), 253-261.
  • Okumuş, F., Kock, G., Scantlebury, M. M., & Okumuş, B. (2013). Using local cuisines when promoting small Caribbean island destinations. Journal of Travel & Tourism Marketing, 30(4), 410-429.
  • Pawaskar, P., & Goel, M. (2016). The tourist experience: modelling the relationship between customer satisfaction and destination loyalty. İndian Journal of Science and Technology, 9(1), 1-13.
  • Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience: An illustration from food experiences in tourism. Tourism management, 25(3), 297-305.
  • Ryu, K., & Jang, S. (Shawn). (2006). Intention to experience local cuisine in a travel destination: The modified theory of reasoned action. Journal of Hospitality & Tourism Research, 30(4), 507–516.
  • Silkes, C. A., Cai, L. A., & Lehto, X. Y. (2013). Marketing to the culinary tourist. Journal of Travel & Tourism Marketing, 30(4), 335-349.
  • Sims, R. (2009). Food, place and authenticity: local food and the sustainable tourism experience. Journal of Sustainable Tourism, 17(3), 321-336.
  • Sparks, B., Bowen, J., & Klag, S. (2003). Restaurants and the tourist market. International Journal of Contemporary Hospitality Management. 15(1), 6-13.
  • Şahinbaş, K. (2018). Kayseri’de geçiş dönemlerine ve belirli günlere özgü mutfak kültürü. Uluslararası Beşeri Bilimler ve Eğitim Dergisi, 4(8), 100-112.
  • Viljoen, A., Kruger, M., & Saayman, M. (2017). The 3-S typology of South African culinary festival visitors. International Journal of Contemporary Hospitality Management, 29(6), 1560-1579.
  • Wheeler, D. R. (1988). Content analysis: an analytical technique for international marketing research. International Marketing Review, 5(4), 34-40.
  • Wolf, E. (2002). Culinary tourism: A tasty economic proposition. Portland. International Culinary Tourism Taskforce.
APA EREN D, Karamustafa A (2022). Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. , 716 - 731. 10.21325/jotags.2022.1012
Chicago EREN Duygu,Karamustafa Ahmet Tuğrul Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. (2022): 716 - 731. 10.21325/jotags.2022.1012
MLA EREN Duygu,Karamustafa Ahmet Tuğrul Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. , 2022, ss.716 - 731. 10.21325/jotags.2022.1012
AMA EREN D,Karamustafa A Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. . 2022; 716 - 731. 10.21325/jotags.2022.1012
Vancouver EREN D,Karamustafa A Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. . 2022; 716 - 731. 10.21325/jotags.2022.1012
IEEE EREN D,Karamustafa A "Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması." , ss.716 - 731, 2022. 10.21325/jotags.2022.1012
ISNAD EREN, Duygu - Karamustafa, Ahmet Tuğrul. "Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması". (2022), 716-731. https://doi.org/10.21325/jotags.2022.1012
APA EREN D, Karamustafa A (2022). Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. Journal of Tourism and Gastronomy Studies, 10(1), 716 - 731. 10.21325/jotags.2022.1012
Chicago EREN Duygu,Karamustafa Ahmet Tuğrul Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. Journal of Tourism and Gastronomy Studies 10, no.1 (2022): 716 - 731. 10.21325/jotags.2022.1012
MLA EREN Duygu,Karamustafa Ahmet Tuğrul Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. Journal of Tourism and Gastronomy Studies, vol.10, no.1, 2022, ss.716 - 731. 10.21325/jotags.2022.1012
AMA EREN D,Karamustafa A Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. Journal of Tourism and Gastronomy Studies. 2022; 10(1): 716 - 731. 10.21325/jotags.2022.1012
Vancouver EREN D,Karamustafa A Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması. Journal of Tourism and Gastronomy Studies. 2022; 10(1): 716 - 731. 10.21325/jotags.2022.1012
IEEE EREN D,Karamustafa A "Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması." Journal of Tourism and Gastronomy Studies, 10, ss.716 - 731, 2022. 10.21325/jotags.2022.1012
ISNAD EREN, Duygu - Karamustafa, Ahmet Tuğrul. "Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması". Journal of Tourism and Gastronomy Studies 10/1 (2022), 716-731. https://doi.org/10.21325/jotags.2022.1012