Marketing Istanbul as a culinary destination


Okumus B., Cetin G.

JOURNAL OF DESTINATION MARKETING & MANAGEMENT, vol.9, pp.340-346, 2018 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 9
  • Publication Date: 2018
  • Doi Number: 10.1016/j.jdmm.2018.03.008
  • Title of Journal : JOURNAL OF DESTINATION MARKETING & MANAGEMENT
  • Page Numbers: pp.340-346
  • Keywords: Istanbul, Food, Culinary, Tourism, Destination marketing, Turkey, TOURISM DESTINATION, FOOD TOURISM, LOCAL FOOD, HONG-KONG, TRAVEL, EXPERIENCES, TURKEY, ATTRACTION, INTENTION, CUISINES

Abstract

This study investigates whether and how Istanbul, Turkey is marketed and promoted as a culinary destination. Based on a critical literature review, a research framework was developed, and official brochures and websites for Istanbul, Turkey, were content-analyzed. The research findings suggest that although Istanbul has rich culinary resources and offers many domestic and international cuisines, the city is not well marketed and promoted as a culinary destination. This is one of the first studies discussing how far a leading urban destination in a developing country is not successfully marketed and promoted as a culinary destination. Based on the research findings, this study offers specific theoretical and practical implications on how Istanbul and similar destinations can better utilize their unique culinary resources.