DESTİNASYONLARIN PAZARLANMASINDA GASTRONOMİNİN ETKİSİ: İSTANBUL ÖRNEĞİ
Date
2015-01-27
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Abstract
Bu çalışmanın temel amacı; destinasyonların pazarlanmasında gastronominin etkisinin
araştırılmasıdır. Araştırma İstanbul ilinde hizmet veren 93 adet A grubu seyahat acentesi
üzerinde gerçekleştirilmiştir. Bu araştırmanın sonucu iki noktayı anlamaya yöneliktir;
birincisi gastronominin Türkiye’nin ve İstanbul’un pazarlanmasında kilit rolü olup
olmadığı, ikincisi ise marka değeri ve imaj oluşturmada bir etkisi olup olmadığıdır.
Araştırmanın verileri, İstanbul’daki A Grubu Seyahat Acentelerine yüz yüze ve mail
aracılığı ile anket uygulamak sureti ile elde edilmiştir. Araştırmanın sonucunda:
gastronominin; İstanbul’un pazarlanmasında güçlü bir imaj ve marka değerinin olduğu
anlaşılmıştır. İstanbul’un Osmanlı Saray Mutfağı ve Türk Mutfağı ile pazarlandığı
ayrıca hizmet kalitesinin kısmen iyi olduğu belirtilmiştir. Gastronomi turizmi gelir
seviyesi yüksek 35-55 yaş arası ve 55 yaş üzeri ziyaretçiler tarafından tercih
edilmektedir. Ziyaretlerini ikinci kez tekrarladıkları, gastronomi turizminin diğer turizm
çeşitleri ile entegre edildiği ve bölgesel kalkınmada önemli bir rol oynadığı sonuçlarına
varılmıştır. Bulgular ilgili literatür eşliğinde incelenmiştir.
Description
The Gastronomy’s impact in destination Marketing: The İstanbul Case
ABSTRACT: The main purpose of this research is searching the effect of gastronomy in means of destination marketing. The research is done over 93 A Group Travel Agencies which give services in the city of Istanbul. With the data’s of this research we understand two point one whether, gastronomy has a key role in marketing Turkey’s and Istanbul’s tourism or not. The second one whether gastronomy has any effects on creating image and brand value. We obtained data’s by applying questionnaire, in way of with mail or face to face to the A plus Travel Agencies, At the end of the research; we understand that gastronomy has a huge effect and brand value on marketing Istanbul. It is mentioned that Istanbul is marketing with Ottoman Palace Cuisine and Turkish Cuisine otherwise the service quality is partially good. Gastronomy tourism is preferred by high income levels between the ages of 35-55 or over 55 visitors. Otherwise it is understood that the visitors are repeating their visit and gastronomy tourism is integrating with other tourism types and playing an important role in regional development. Findings are studied in the presence of related literature.
ABSTRACT: The main purpose of this research is searching the effect of gastronomy in means of destination marketing. The research is done over 93 A Group Travel Agencies which give services in the city of Istanbul. With the data’s of this research we understand two point one whether, gastronomy has a key role in marketing Turkey’s and Istanbul’s tourism or not. The second one whether gastronomy has any effects on creating image and brand value. We obtained data’s by applying questionnaire, in way of with mail or face to face to the A plus Travel Agencies, At the end of the research; we understand that gastronomy has a huge effect and brand value on marketing Istanbul. It is mentioned that Istanbul is marketing with Ottoman Palace Cuisine and Turkish Cuisine otherwise the service quality is partially good. Gastronomy tourism is preferred by high income levels between the ages of 35-55 or over 55 visitors. Otherwise it is understood that the visitors are repeating their visit and gastronomy tourism is integrating with other tourism types and playing an important role in regional development. Findings are studied in the presence of related literature.
Keywords
tourism and hotel management