Araştırma Makalesi
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Yıl 2022, Cilt 6, Sayı 1, 40 - 53, 30.06.2022
https://doi.org/10.30625/ijctr.1064603

Öz

Kaynakça

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  • Ahmad, F. S., Ihtiyar, A., & Omar, R. (2014). A comparative study on service quality in the grocery retailing: evidence from Malaysia and Turkey. Procedia-Social and Behavioral Sciences, 109, 763-767.
  • Aracı, Ü. E., Bulut, Z. A., Onaran, B., & Koçak, N. (2014). Fark Yaratan Uygulamalar Perspektifinden Seyahat Acentelerinde Iliskisel Pazarlama Faaliyetlerini Anlamak/Understanding Customer Relationship Activities of Travel Agencies from The Perspective of Difference Creating Implications. Ege Akademik Bakis, 14(4), 559.
  • Atalay, S. (2016). Ziyaretçilerin Edirne i̇li gastronomik i̇maj algıları değerlendirilmesi Evaluation of the visitors' perception of gastronomic image in Edirne. Unpublished Master's Thesis, Çanakkale Onsekiz Mart University, Institute of Social Sciences, Çanakkale.
  • Atay, L. (2003). Turistik destinasyon pazarlaması ve bir alan uygulaması Tourist destination marketing and a field application. Dokuz Eylul University Institute of Social Sciences, Department of Tourism and Hotel Management, Unpublished Doctorate Thesis, Izmir.
  • Athukorala, P. C., & Menon, J. (1999). Outward orientation and economic development in Malaysia. World Economy, 22(8), 1119-1139.
  • Avcıkurt, C. (2020). Turizm sosyolojisi: Genel ve Yapısal Yaklaşım Tourism sociology: General and structural approach. Detay Yayıncılık.
  • Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
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  • Boyne, S., & Hall, D. (2004). Place promotion through food and tourism: Rural branding and the role of websites. Place branding, 1(1), 80-92.
  • Bucak, T., & ARACI, Ü. E. (2013). Türkiye’de gastronomi turizmi üzerine genel bir değerlendirme. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(30), 203-216.
  • Çağlı, I. B. (2012). Türkiye’de yerel kültürün turizm odaklı kalkınmadaki rolü: Gastronomi turizmi örneği The role of the local culture in Turkey tourism-oriented development: Gastronomic tourism instance, Unpublished Master Thesis, Istanbul Technical University Institute of Science, Istanbul.
  • Çakır, A., Çiftçi, G., & Çakır, G. (2017). Trakya turizm rotası projesi: Lezzet rotası üzerine bir değerlendirme Thrace tourism route project: An evaluation on the flavor route. Journal of Tourism and Gastronomy Studies 5/Special Issue2 194-205.
  • Can, İ. İ., & Ağcakaya, H. (2019). Somut olmayan kültürel miras kapsamında mutfak kültürünün sürdürülebilirliği: Türkiye’deki gastronomi müzeleri örneği The culinary culture of sustainability within the scope of intangible cultural heritage: the example of gastronomy museums in Turkey. Gastroia: Journal of Gastronomy and Travel Research, 3(4), 788-804.
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The Role of Brand Image in Gastronomic Destinations: An Analysis on Turkey and Malaysia Website

Yıl 2022, Cilt 6, Sayı 1, 40 - 53, 30.06.2022
https://doi.org/10.30625/ijctr.1064603

Öz

The consumption of local food in many cases enables the recognition of local cultures and increases their awareness in the international arena. The tendency to experience local cultures and authentic flavors is effective in the emergence of gastronomic-themed holidays. The relationship between the forces of globalization, localization, and gastronomy puts particular emphasis on food as the source of regional and national identity and the advantages of economic development. These motivations, lead to the emergence of gastronomy routes, are increasingly popular all over the world. Countries are expected to properly brand themselves in the international arena to create an intention to travel to countries they have never seen before. Effective use of websites is an important phase of this branding process. Thinking about the color, design, appropriateness, and attractiveness of the official websites where tourism products are represented will create an opportunity to create an effective image and increase the number of tourists. In this context, the comparative content analysis is carried out on Turkey and Malaysia's websites. This research, which was conducted to determine the brand image of gastronomy on websites and to determine the representation of brand awareness, discusses the marketing strategies for gastronomy tourism in two countries with similar tourism potential.

Kaynakça

  • Aaker, D. A. (1991). Managing brand equity, New York, Maxweel Macmillan-Canada.
  • Ahmad, F. S., Ihtiyar, A., & Omar, R. (2014). A comparative study on service quality in the grocery retailing: evidence from Malaysia and Turkey. Procedia-Social and Behavioral Sciences, 109, 763-767.
  • Aracı, Ü. E., Bulut, Z. A., Onaran, B., & Koçak, N. (2014). Fark Yaratan Uygulamalar Perspektifinden Seyahat Acentelerinde Iliskisel Pazarlama Faaliyetlerini Anlamak/Understanding Customer Relationship Activities of Travel Agencies from The Perspective of Difference Creating Implications. Ege Akademik Bakis, 14(4), 559.
  • Atalay, S. (2016). Ziyaretçilerin Edirne i̇li gastronomik i̇maj algıları değerlendirilmesi Evaluation of the visitors' perception of gastronomic image in Edirne. Unpublished Master's Thesis, Çanakkale Onsekiz Mart University, Institute of Social Sciences, Çanakkale.
  • Atay, L. (2003). Turistik destinasyon pazarlaması ve bir alan uygulaması Tourist destination marketing and a field application. Dokuz Eylul University Institute of Social Sciences, Department of Tourism and Hotel Management, Unpublished Doctorate Thesis, Izmir.
  • Athukorala, P. C., & Menon, J. (1999). Outward orientation and economic development in Malaysia. World Economy, 22(8), 1119-1139.
  • Avcıkurt, C. (2020). Turizm sosyolojisi: Genel ve Yapısal Yaklaşım Tourism sociology: General and structural approach. Detay Yayıncılık.
  • Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180-192.
  • Baten, J. (2016). A History of the global economy. From 1500 to the present. Cambridge University Press.
  • Boyne, S., & Hall, D. (2004). Place promotion through food and tourism: Rural branding and the role of websites. Place branding, 1(1), 80-92.
  • Bucak, T., & ARACI, Ü. E. (2013). Türkiye’de gastronomi turizmi üzerine genel bir değerlendirme. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 16(30), 203-216.
  • Çağlı, I. B. (2012). Türkiye’de yerel kültürün turizm odaklı kalkınmadaki rolü: Gastronomi turizmi örneği The role of the local culture in Turkey tourism-oriented development: Gastronomic tourism instance, Unpublished Master Thesis, Istanbul Technical University Institute of Science, Istanbul.
  • Çakır, A., Çiftçi, G., & Çakır, G. (2017). Trakya turizm rotası projesi: Lezzet rotası üzerine bir değerlendirme Thrace tourism route project: An evaluation on the flavor route. Journal of Tourism and Gastronomy Studies 5/Special Issue2 194-205.
  • Can, İ. İ., & Ağcakaya, H. (2019). Somut olmayan kültürel miras kapsamında mutfak kültürünün sürdürülebilirliği: Türkiye’deki gastronomi müzeleri örneği The culinary culture of sustainability within the scope of intangible cultural heritage: the example of gastronomy museums in Turkey. Gastroia: Journal of Gastronomy and Travel Research, 3(4), 788-804.
  • Can, Ü. (2021). Yeni Normalin Yeni Kuralları ve Yeni Müşteri. Yiyecek İçecek Hizmetlerinde Müşteri Yönetimi. Ed. Can, Ü. & Okat, Ç. Detay Yayıncılık, 187-200.
  • Çavuşoğlu, M., & Çavuşoğlu, O. (2018). Gastronomi turizmi ve Gökçeada lezzet rotası Gastronomy tourism and Gökçeada flavor route. Güncel Turizm Araştırmaları Dergisi, 2, 347-359.
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Ayrıntılar

Birincil Dil İngilizce
Konular Otelcilik, Konaklama, Spor ve Turizm
Bölüm Özgün Bilimsel Makale
Yazarlar

Merve UÇKAN ÇAKIR> (Sorumlu Yazar)
VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ
0000-0001-8935-2800
Türkiye


Gülçin ÖZBAY>
SAKARYA UYGULAMALI BİLİMLER ÜNİVERSİTESİ TURİZM FAKÜLTESİ
0000-0002-5647-7137
Türkiye

Yayımlanma Tarihi 30 Haziran 2022
Başvuru Tarihi 28 Ocak 2022
Kabul Tarihi 8 Nisan 2022
Yayınlandığı Sayı Yıl 2022, Cilt 6, Sayı 1

Kaynak Göster

APA Uçkan Çakır, M. & Özbay, G. (2022). The Role of Brand Image in Gastronomic Destinations: An Analysis on Turkey and Malaysia Website . International Journal of Contemporary Tourism Research , 6 (1) , 40-53 . DOI: 10.30625/ijctr.1064603