Kayseri İlinin Gastronomi Destinasyonu Olarak Pazarlanması (Marketing of Kayseri Province as a Gastronomy Destination)

Duygu EREN; Ahmet Tuğrul KARAMUSTAFA

doi:10.21325/jotags.2022.1012

Yazarlar

Duygu EREN
Ahmet Tuğrul KARAMUSTAFA

DOI:

https://doi.org/10.21325/jotags.2022.1012

Anahtar Kelimeler:

Kayseri- Destinasyon pazarlaması- Gastronomi- Yerel yiyecekler

Öz

Destinasyon çekiciliği birçok bileşene bağlıdır ve genel olarak doğal ve insan yapımı olmak üzere iki ana boyutta değerlendirilebilir. Bu bileşenler içerisinde hem doğal hem de insan yapımı bileşenleri içeren gastronomik unsurlar, her geçen gün daha da önem kazanmaya başlamıştır ve destinasyon çekiciliğinde hem doğrudan hem de dolaylı etkiye sahiptir. Bu bağlamda, bu çalışma, gastronomik unsurların destinasyon düzeyinde pazarlama faaliyetlerinde kullanılmasına ilişkin ilgili bilgi birikimine katkılar sunmayı amaçlamaktadır. Bu çerçevede, Kayseri İli örneğinde değerlendirmeler yapılarak, Kayseri’nin tanıtımına ilişkin materyallerde yerel gastronomik unsur olarak yerel yiyecek ve içeceklere yer verilme düzeyi araştırılmıştır. Tanıtım materyallerinde sunulan yiyecek ve içecekler, içerik analizi yöntemi ile incelenmiş ve ilgili bilgi birikimine katkılar sunulmaya çalışılmıştır. Sonuç olarak, Kayseri’nin bir gastronomi destinasyonu olarak tanıtılabilmesi için pazarlama çabalarında yerel mutfak kaynaklarının daha iyi nasıl kullanılabileceğine ilişkin öneriler ortaya konulmuştur.

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