Konferans Bildirisi
BibTex RIS Kaynak Göster

Adana İli Gastronomik Kimliğinin Destinasyon Markalaşması Açısından Değerlendirilmesi

Yıl 2021, , 1 - 16, 28.02.2021
https://doi.org/10.19168/jyasar.801240

Öz

Bu çalışmanın amacı destinasyonların sahip olduğu yerel gastronomik unsurların, destinasyonların markalaşma sürecindeki yerini anlamaktır. Bu amaca ulaşabilmek için, Türkiye’de geniş bir mutfak kültürüne sahip illerden biri olan Adana ili seçilmiştir. Yapılan yazın taramasında Adana ilinin destinasyon markalaşması süreci ile ilgili çalışmalar yer alsa da içinde barındırdığı gastronomik unsurların markalaşma sürecinde yerini belirleyen bir çalışmaya rastlanılmamıştır. Bu çalışma bu boşluğu giderme açısından önem arz etmektedir. Çalışmanın amaçlarına ulaşması için anket yönteminin kullanılması uygun görülmüştür. Hazırlanan anket formu, Adana ilinde düzenlenen “Adana Lezzet Festivaline” katılan ve “Adana Kebabı” deneyimleyen ziyaretçilere uygulanmıştır. Araştırmada 298 veri elde edilmiştir. Elde edilen veriler, frekans, yüzde, aritmetik ortalama, standart sapma, güvenilirlik ve kolerasyon analizlerine tabi tutulmuştur. Yapılan analizlerde; Adana ilinin destinasyon markalaşması algısının yüksek, Adana kebabının imaj algısının ise çok yüksek düzeyde olduğu ve Adana kebabının, Adana ilinin markalaşma süreciyle orta seviyede pozitif yönlü bir ilişkisi olduğu tespit edilmiştir.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity. The Free Press., New York.
  • Babat, D. (2012). Branding Cities as a Tourism Product: Case of Hatay. Master Dissertation, Muğla Sıtkı Koçman University, Graduate school of Social Sciences.
  • Baker, M.J., Cameron, E. (2007). Critical Success Factors İn Destination Marketing. Tourism And Hospitality Research, 8(2), 79-97.
  • Bozkurt, İ. (2004). İletişim Odaklı Pazarlama: Tüketiciden Müşteri Yaratmak. Media Cat Books, İstanbul.
  • Çetinsöz, B. C., Son, L. (2017). The Role of The Stakeholders in The Process of Destination Branding: A Research on Silifke. The Fırst Internatıonal Congress On Future Of Tourısm September 28-30 in Mersin, Turkey Conference Proceedings, pp: 1001-1015. DuRand, G.E., Heath, E. & Alberts, N. (2003). The Role Of Local And Regional Food İn Destination Marketing: A South African Situation Analysis, Journal of Travel & Tourism Marketing, 14(3/4), 97-112.
  • Fan, Y. (2005). Branding The Nation: What İs Being Branded, Journal of Vacation Marketing, 12(1), 5-14.
  • Fox, R. (2007). Reinventing Gastronomic İdentity Of Crotain Tourist Destinations, Hospitality Managment, (26), 546-559.
  • George, D. & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update. Pearson, Boston, USA. Gordin, V. & Trabskaya, J. (2013). The Role Of Gastronomic Brands İn Tourist Destination Promotion: The Case Of St. Petersburg, Place Branding and Public Diplomacy, 9(3), 189-20.
  • Göker, G. (2011). Gastronomy Tourısm As A Element Of Destınatıon Attractıon (An Example Of Balıkesir) Master Dissertation, Balıkesir University, Graduate School of Social Sciences.
  • Gürbüz, Ş. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara, Turkey.
  • Hair, Jr J.F., William, C.B., Barry, J. B. & Rolph, E.A. (2013). Multivariate Data Analysis, Pearson Education Limited, Edinburgh, England.
  • Hall C.M. & Sharples, L. (2003). The Consumption Of Experiences Or The Experience Of Consumption? An İntroduction To The Tourism Of Taste Food Tourism Around The World. in Development, Management And Markets, C.M. Hall, L. Sharples, R. Mitchell, N. Macionis & B. Cambourne (Eds.), Butterworth Heinemann, Oxford, England. Henderson, J.C. (2009). Food tourism reviewed, British Food Journal, 4(111), 317-326.
  • Kılıçhan, R. & Köşker, H. (2015). The Importance of Gastronomy on Destination Branding: Case of Van Breakfast, Journal of Tourism and Gastronomy Studies, 3 (3), 102-115.
  • Kınalı, N. (2014). The Importance Of Regıonal Cuısıne In Tourıstıc Attractıon Power Of Destınatıons And A Case Of Erzurum Cuısıne, Master’s Dissertation, Atatürk University, Graduate School of Social Sciences.
  • Kline, R.B. (1998), Principles And Practice Of Structual Equation Modelling. The Guilford Press, NewYork.
  • Kotler, P. (2000). Marketing Management Millenium Edition. Prentice-Hall, Inc., New Jersey.
  • Lin, Y.C. & Pearson, T.E. & Cai, L.A. (2011), Food As A Form Of Destination İdentity: A Tourism Destination Brand Perspective, Tourism and Hospitality Research, 11(1), 30-48.
  • Morgan, N. & Pritchard, A. & Pride, R. (2004). Destination Branding: Creating the Unique Destination Proposition. Elsevier, Burlington.
  • Özdamar, K. (1999). Paket Programlar ile İstatistiksel Veri Analizi 1. Kaan Kitabevi, Eskişehir, Turkey.
  • Özdemir, G. (2014). Destinasyon Yönetimi ve Pazarlaması. (Detay Yayıncılık, Ankara).
  • Pike, S. (2005). Tourism Destination Branding Complexity, Journal of Product & Brand Managment, 14(4), 258-259.
  • Qu, H., Kim, L.H. & Im, H. (2011). A Model Of Destination Branding: Integrating The Concepts Of The Branding And Destination İmage, Tourism Management, (32), 465-476.
  • Selwood, J. (2003), The Lure Of Food: Food As An Attraction İn Destination Marketing. Prairie Perspectives, DOI: 10.1016/B978-0-7506-5503-3.50013-0.
  • Somos, F. & Li, S.Y.R. (2016) Implementing Food Tourism İn Destination Branding– A Case Study Of Copenhagen, Master’s Dissertation, Aalborg Universtat, The Faculty Of Humanities, Kopenhag, Denmark.
  • Şengül, S. & Türkay, O. (2016), The Role Of Local Cuısıne On Destınatıon Selectıon (Case Of Mudurnu), Int. Journal of Management Economics and Business, 12(29), 63-87.
  • Şengül, S. (2018), The Impact Of Destınatıon Gastronomy Brand Equıty Components On Travel Intentıon (The Case Of Bolu), AİBÜ Journal of Graduate School of Sciences, 18(1), 1-22.
  • Tabachnick, B.G. & Fidel, L.S. (2013), Using Multivariate Statistics, Pearson Education. Boston, USA.
  • Tosun, N.B. (2014). Marka Yönetimi. Beta Basım A.Ş, İstanbul.
  • Unur, K. & Çetin, N. (2017). Local Tourists’ Brand Perceptions of Kızkalesi as a Tourism Destination, Journal of Business and Economic Studies, 5(2), 63-79.
  • Williams, H.A., Williams, R.L. & Omar, M. (2014) Gastro-Tourism As Destination Branding İn Emerging Markets. Int. J. Leisure and Tourism Marketing, 4 (1), 1-18.
  • Yazıcıoğlu, Y. & Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay Yayıncılık, Ankara. Turkey.
  • Yergaliyeva, A. (2011), The Contrıbutıon Of The Local Cousıne In The Process Of Destınatıon Brandıng (A Case Study Of Restaurants In Uralsk Area), Master Dissertation, Balıkesir University, Graduate School of Social Sciences.
  • Yıldız, Ö. (2015). Economic Sustainability of Local Food & Beverage Production as a Tourist Attraction: The Example of Kazdağı. Ph.D. Dissertation, Dokuz Eylül University, Graduate School of Social Sciences.
  • Yüce, N. (2018), Importance Of Local Cusıne On Destınatıon Image: Example Of Kastamonu Provınce. Master Dissertation, Kastamonu University, Graduate School of Social Sciences.

Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding

Yıl 2021, , 1 - 16, 28.02.2021
https://doi.org/10.19168/jyasar.801240

Öz

The aim of this study is to understand the local gastronomic elements of destinations in the branding process of destinations. To achieve this goal, Adana province, which has a large kitchen culture in Turkey is chosen. Although there are studies related to destination branding process of Adana province in the literature review, no study has been found to determine the place of gastronomic elements in the branding process. This study is important for eliminating this gap. In order to achieve the objectives of the study, it was deemed appropriate to use the questionnaire method. The questionnaire was applied to the visitors who participated in the “Adana Flavor Festival” and experienced, the one of the local gastronomic element called, “Adana Kebabı”. 298 observations were obtained in the study. The observations obtained were subjected to frequency, percentage, arithmetic mean, standard deviation, reliability and correlation analysis. In the analyzes; It was found that the perception of destination branding of Adana province is high, the image perception of Adana kebab is very high and image of Adana kebab has a moderate positive relationship with the branding process of Adana province.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity. The Free Press., New York.
  • Babat, D. (2012). Branding Cities as a Tourism Product: Case of Hatay. Master Dissertation, Muğla Sıtkı Koçman University, Graduate school of Social Sciences.
  • Baker, M.J., Cameron, E. (2007). Critical Success Factors İn Destination Marketing. Tourism And Hospitality Research, 8(2), 79-97.
  • Bozkurt, İ. (2004). İletişim Odaklı Pazarlama: Tüketiciden Müşteri Yaratmak. Media Cat Books, İstanbul.
  • Çetinsöz, B. C., Son, L. (2017). The Role of The Stakeholders in The Process of Destination Branding: A Research on Silifke. The Fırst Internatıonal Congress On Future Of Tourısm September 28-30 in Mersin, Turkey Conference Proceedings, pp: 1001-1015. DuRand, G.E., Heath, E. & Alberts, N. (2003). The Role Of Local And Regional Food İn Destination Marketing: A South African Situation Analysis, Journal of Travel & Tourism Marketing, 14(3/4), 97-112.
  • Fan, Y. (2005). Branding The Nation: What İs Being Branded, Journal of Vacation Marketing, 12(1), 5-14.
  • Fox, R. (2007). Reinventing Gastronomic İdentity Of Crotain Tourist Destinations, Hospitality Managment, (26), 546-559.
  • George, D. & Mallery, M. (2010). SPSS for Windows Step by Step: A Simple Guide and Reference, 17.0 update. Pearson, Boston, USA. Gordin, V. & Trabskaya, J. (2013). The Role Of Gastronomic Brands İn Tourist Destination Promotion: The Case Of St. Petersburg, Place Branding and Public Diplomacy, 9(3), 189-20.
  • Göker, G. (2011). Gastronomy Tourısm As A Element Of Destınatıon Attractıon (An Example Of Balıkesir) Master Dissertation, Balıkesir University, Graduate School of Social Sciences.
  • Gürbüz, Ş. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara, Turkey.
  • Hair, Jr J.F., William, C.B., Barry, J. B. & Rolph, E.A. (2013). Multivariate Data Analysis, Pearson Education Limited, Edinburgh, England.
  • Hall C.M. & Sharples, L. (2003). The Consumption Of Experiences Or The Experience Of Consumption? An İntroduction To The Tourism Of Taste Food Tourism Around The World. in Development, Management And Markets, C.M. Hall, L. Sharples, R. Mitchell, N. Macionis & B. Cambourne (Eds.), Butterworth Heinemann, Oxford, England. Henderson, J.C. (2009). Food tourism reviewed, British Food Journal, 4(111), 317-326.
  • Kılıçhan, R. & Köşker, H. (2015). The Importance of Gastronomy on Destination Branding: Case of Van Breakfast, Journal of Tourism and Gastronomy Studies, 3 (3), 102-115.
  • Kınalı, N. (2014). The Importance Of Regıonal Cuısıne In Tourıstıc Attractıon Power Of Destınatıons And A Case Of Erzurum Cuısıne, Master’s Dissertation, Atatürk University, Graduate School of Social Sciences.
  • Kline, R.B. (1998), Principles And Practice Of Structual Equation Modelling. The Guilford Press, NewYork.
  • Kotler, P. (2000). Marketing Management Millenium Edition. Prentice-Hall, Inc., New Jersey.
  • Lin, Y.C. & Pearson, T.E. & Cai, L.A. (2011), Food As A Form Of Destination İdentity: A Tourism Destination Brand Perspective, Tourism and Hospitality Research, 11(1), 30-48.
  • Morgan, N. & Pritchard, A. & Pride, R. (2004). Destination Branding: Creating the Unique Destination Proposition. Elsevier, Burlington.
  • Özdamar, K. (1999). Paket Programlar ile İstatistiksel Veri Analizi 1. Kaan Kitabevi, Eskişehir, Turkey.
  • Özdemir, G. (2014). Destinasyon Yönetimi ve Pazarlaması. (Detay Yayıncılık, Ankara).
  • Pike, S. (2005). Tourism Destination Branding Complexity, Journal of Product & Brand Managment, 14(4), 258-259.
  • Qu, H., Kim, L.H. & Im, H. (2011). A Model Of Destination Branding: Integrating The Concepts Of The Branding And Destination İmage, Tourism Management, (32), 465-476.
  • Selwood, J. (2003), The Lure Of Food: Food As An Attraction İn Destination Marketing. Prairie Perspectives, DOI: 10.1016/B978-0-7506-5503-3.50013-0.
  • Somos, F. & Li, S.Y.R. (2016) Implementing Food Tourism İn Destination Branding– A Case Study Of Copenhagen, Master’s Dissertation, Aalborg Universtat, The Faculty Of Humanities, Kopenhag, Denmark.
  • Şengül, S. & Türkay, O. (2016), The Role Of Local Cuısıne On Destınatıon Selectıon (Case Of Mudurnu), Int. Journal of Management Economics and Business, 12(29), 63-87.
  • Şengül, S. (2018), The Impact Of Destınatıon Gastronomy Brand Equıty Components On Travel Intentıon (The Case Of Bolu), AİBÜ Journal of Graduate School of Sciences, 18(1), 1-22.
  • Tabachnick, B.G. & Fidel, L.S. (2013), Using Multivariate Statistics, Pearson Education. Boston, USA.
  • Tosun, N.B. (2014). Marka Yönetimi. Beta Basım A.Ş, İstanbul.
  • Unur, K. & Çetin, N. (2017). Local Tourists’ Brand Perceptions of Kızkalesi as a Tourism Destination, Journal of Business and Economic Studies, 5(2), 63-79.
  • Williams, H.A., Williams, R.L. & Omar, M. (2014) Gastro-Tourism As Destination Branding İn Emerging Markets. Int. J. Leisure and Tourism Marketing, 4 (1), 1-18.
  • Yazıcıoğlu, Y. & Erdoğan, S. (2014). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Detay Yayıncılık, Ankara. Turkey.
  • Yergaliyeva, A. (2011), The Contrıbutıon Of The Local Cousıne In The Process Of Destınatıon Brandıng (A Case Study Of Restaurants In Uralsk Area), Master Dissertation, Balıkesir University, Graduate School of Social Sciences.
  • Yıldız, Ö. (2015). Economic Sustainability of Local Food & Beverage Production as a Tourist Attraction: The Example of Kazdağı. Ph.D. Dissertation, Dokuz Eylül University, Graduate School of Social Sciences.
  • Yüce, N. (2018), Importance Of Local Cusıne On Destınatıon Image: Example Of Kastamonu Provınce. Master Dissertation, Kastamonu University, Graduate School of Social Sciences.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Barış Vaiz Dinler 0000-0003-0072-4861

İbrahim İlhan 0000-0002-6614-9356

Aziz Gökhan Özkoç 0000-0001-8420-8228

Yayımlanma Tarihi 28 Şubat 2021
Yayımlandığı Sayı Yıl 2021

Kaynak Göster

APA Dinler, B. V., İlhan, İ., & Özkoç, A. G. (2021). Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding. Yaşar Üniversitesi E-Dergisi, 16, 1-16. https://doi.org/10.19168/jyasar.801240
AMA Dinler BV, İlhan İ, Özkoç AG. Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding. Yaşar Üniversitesi E-Dergisi. Şubat 2021;16:1-16. doi:10.19168/jyasar.801240
Chicago Dinler, Barış Vaiz, İbrahim İlhan, ve Aziz Gökhan Özkoç. “Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding”. Yaşar Üniversitesi E-Dergisi 16, Şubat (Şubat 2021): 1-16. https://doi.org/10.19168/jyasar.801240.
EndNote Dinler BV, İlhan İ, Özkoç AG (01 Şubat 2021) Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding. Yaşar Üniversitesi E-Dergisi 16 1–16.
IEEE B. V. Dinler, İ. İlhan, ve A. G. Özkoç, “Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding”, Yaşar Üniversitesi E-Dergisi, c. 16, ss. 1–16, 2021, doi: 10.19168/jyasar.801240.
ISNAD Dinler, Barış Vaiz vd. “Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding”. Yaşar Üniversitesi E-Dergisi 16 (Şubat 2021), 1-16. https://doi.org/10.19168/jyasar.801240.
JAMA Dinler BV, İlhan İ, Özkoç AG. Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding. Yaşar Üniversitesi E-Dergisi. 2021;16:1–16.
MLA Dinler, Barış Vaiz vd. “Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding”. Yaşar Üniversitesi E-Dergisi, c. 16, 2021, ss. 1-16, doi:10.19168/jyasar.801240.
Vancouver Dinler BV, İlhan İ, Özkoç AG. Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding. Yaşar Üniversitesi E-Dergisi. 2021;16:1-16.