Marketing Istanbul as a culinary destination
JOURNAL OF DESTINATION MARKETING & MANAGEMENT, vol.9, pp.340-346, 2018 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 9
- Publication Date: 2018
- Doi Number: 10.1016/j.jdmm.2018.03.008
- Journal Name: JOURNAL OF DESTINATION MARKETING & MANAGEMENT
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
- 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
- Istanbul University Affiliated: Yes
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.