Marketing Istanbul as a culinary destination


Okumus B., Cetin G.

JOURNAL OF DESTINATION MARKETING & MANAGEMENT, cilt.9, ss.340-346, 2018 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 9
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1016/j.jdmm.2018.03.008
  • Dergi Adı: JOURNAL OF DESTINATION MARKETING & MANAGEMENT
  • Sayfa Sayıları: ss.340-346

Özet

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.