Adana İli Gastronomik Kimliğinin Destinasyon Markalaşması Açısından Değerlendirilmesi

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.

Anahtar Kelimeler

• Destinasyon
• Markalaşma
• Yerel Gastronomi

Evaluation of Gastronomic Identity of Adana in Terms of Destination Branding

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.

Anahtar Kelimeler

• Destination
• Branding
• Local Gastronomy

Kaynakça

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