Ulus ve Şehir Markalaşmasında Gastrodiplomasi Etkisi (Gastrodiplomacy Effect on Nation and City Branding)

Nihan Tomris  KÜÇÜN; Kader  KIZIL EROL

doi:10.21325/jotags.2023.1211

Authors

Nihan Tomris KÜÇÜN
Kader KIZIL EROL

DOI:

https://doi.org/10.21325/jotags.2023.1211

Keywords:

Gastrodiplomacy, National marketing, City Branding, Consumer Behaviour

Abstract

One of the primary topics of international politics is rivalry for the most power. Over time, different forms or tools of diplomacy have emerged to achieve goals and increase the power of countries. Countries that are between superpowers and small island countries and that can be said to have moderate power have to be creative in this regard. This is exactly where gastrodiplomacy was born. Gastrodiplomacy, which is an attempt to influence a foreign country through the cuisine and cultural elements of a nation, is also a difficult-to-imitate branding strategy. In this study, the use of gastrodiplomacy as a tool in country/city marketing were examined and evaluated in the context of existing literature. As a result, it has been determined that gastrodiplomacy, which has the potential to provide significant competitive power to a city or nation, can be evaluated just like the strategies developed for consumer behavior and that it can be maintained with a holistic approach and internal consistency.

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