Yaratıcı Endüstriler: Şehir Markalaşmasında Gastronomi

Öz

Bu makale, yaratıcı endüstriler bağlamında değer yaratmanın katalizörü olarak gastronominin potansiyelini araştırmaktadır. Çalışma ayrıca, UNESCO Yaratıcı Şehirler Ağı’nın Gastronomi Şehirleri girişiminin çerçevesini analitik bir mercek olarak kullanarak, şehir markalaşmasında gastronominin rolünü incelemektedir. Bu çalışma, gastronomi temelli markalaşmanın nasıl üretildiğini ve sürdürüldüğünü açıklayan mevcut bulguları sentezlemektedir. Bu sentez, ilgili araştırmalardan yararlanarak, yer markalaşması ve destinasyon imajı yaklaşımları ile Yaratıcı Şehirler Ağı’nın yönetişim ve değerlendirme mantığı arasında paralellikler kurmaktadır. Çalışma, markalaşmanın etkinliğinin, kimlik ve benzersizliğe dayalı entegre konumlandırma tasarımı, deneyimsel altyapı ve cazibe merkezlerinin geliştirilmesi, çok paydaşlı yönetişim ve ağlar aracılığıyla ölçeklenebilirlik ile zaman içinde tutarlı kaliteyi sağlayan eğitim, araştırma ve standardizasyon kapasitelerine bağlı olduğunu öne sürmektedir. Ayrıca, turist deneyimi ve destinasyon imajının, yerel mutfak varlıklarını algılanan değere ve davranışsal sonuçlara dönüştüren kritik mekanizmalar olduğu sonucuna varılmıştır. Çalışmanın bulguları, gastronomi markasını benimsemek isteyen şehirler için politika çıkarımları, izleme göstergeleri ve ölçüm odaklı öneriler sunmaktadır.

Anahtar Kelimeler

• Gastronomi
• Yaratıcı endüstriler
• Şehir markalaşması
• Yaratıcı şehirler ağı
• Gastronomi şehri

Creative Industries: Gastronomy in City Branding

Öz

This article explores the potential of gastronomy as a catalyst for value creation within the context of creative industries. The study also examines the role of gastronomy in city branding, utilizing the framework of the UNESCO Creative Cities Network’s Gastronomy Cities initiative as a analytical lens. This study synthesizes existing findings that explain how gastronomy-based branding is produced and sustained. This synthesis draws parallels between place branding and destination image approaches, and the governance and evaluation logic of the Creative Cities Network, drawing on relevant research. The study posits that the efficacy of branding is contingent upon the integrated design of positioning grounded in identity and uniqueness, the cultivation of experiential infrastructure and attractions, multi-stakeholder governance and scalability through networks, and education, research, and standardization capacities that ensure consistent quality over time. Furthermore, it concludes that tourist experience and destination image are critical mechanisms that transform local culinary assets into perceived value and behavioral outcomes. The study’s findings offer policy implications, monitoring indicators, and measurement-focused recommendations for cities seeking to adopt a gastronomy brand.

Anahtar Kelimeler

• Gastronomy
• Creative industries
• City branding
• Creative cities network
• City of gastronomy

Kaynakça

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