Turistik Bir Ürün Olarak Coğrafi İşaretli Ürünlerin Bilinirliği, Bölgesel Kalkınma ve Markalaşmaya Etkisi: Karaman Divle Obruğu Tulum Peyniri Örneği (Awareness of Geographically Indicated Products as a Touristic Product, Its Effect on Regional Development and Branding: The Case of Karaman Divle Obruğu Tulum Cheese)
DOI:
https://doi.org/10.21325/jotags.2025.1701Keywords:
Geographical indication, Regional development, Tourism, Branding, Divle obruğu tulum cheeseAbstract
This study examines the awareness of geographically indicated products, their contribution to regional development and their effects on the branding process in the example of Karaman Divle Obruk Tulum Cheese. In order to evaluate the economic, cultural and touristic contributions of geographical indications, a qualitative research method was adopted and semi-structured interviews were conducted with 26 participants consisting of public administrators, business owners and consumers in Karaman province. The findings show that Divle Obrugu Tulum Cheese is known by the local people, but the awareness of the concept of geographical indication is low. The contribution of the product to the regional economy remains limited, and various difficulties are experienced due to the lack of standardization, bureaucratic procedures and inspection. The presence of fake products in the market weakens consumer confidence and negatively affects the brand value of the product. Moreover, the study reveals that geographically indicated products not only provide economic benefits but also have the potential to enhance the brand value of destinations through gastronomy tourism. In this context, it is suggested that awareness efforts should be strengthened, control mechanisms should be improved, and integration with tourism strategies should be ensured in order to increase the impact of geographically indicated products.
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