دانلود رایگان مقاله انگلیسی بازاریابی استانبول به عنوان مقصد آشپزی - الزویر 2018

ABSTRACT

This study investigates whether and how Istanbul, Turkey is marketed and promoted as a culinary destination. Based on a critical literature review, a research framework was developed, and official brochures and websites for Istanbul, Turkey, were content-analyzed. The research findings suggest that although Istanbul has rich culinary resources and offers many domestic and international cuisines, the city is not well marketed and promoted as a culinary destination. This is one of the first studies discussing how far a leading urban destination in a developing country is not successfully marketed and promoted as a culinary destination. Based on the research findings, this study offers specific theoretical and practical implications on how Istanbul and similar destinations can better utilize their unique culinary resources.

5. Discussion and conclusions

This study investigated to what extent the city of Istanbul, Turkey is being marketed and promoted as a culinary destination. Official brochures and websites for Istanbul were content analyzed. This is one of the first studies to investigate how far a leading urban destination in a developing country is marketed and promoted as a culinary destination. The research findings offer specific theoretical and practical implications. This study discusses the representation of local foods in official promotional materials that aim to market Istanbul as a culinary destination. Local foods in Istanbul in particular and in Turkey are an important resource that can enhance not only tourist experience but also the destination's image. Foods in destination reflect a sense of place (Bessiere, 1998; Jolliffe, 2016; Sims, 2009).

Foods and culinary resources in a destination also represent geography, climate, authenticity, history, culture, and nostalgia (Lee & Scott, 2015). However, the research findings suggest that although Istanbul has rich culinary resources and offers many domestic and international cuisines, the city is not sufficiently marketed and promoted as a culinary destination. Destinations like Istanbul offer many alternative tourism attractions and local foods may still be secondary to other aspects of marketing communications. However, integrating local foods in destination marketing is still important for local, authentic gastronomy to counter the homogenization of food (Everett & Slocum, 2013).