The Development of Gastronomy Tourism in the Context of Destination Marketing: A Qualitative Study on Travel Agencies

Abstract

Purpose –The main purpose of the research is to reveal the place and significance of gastronomy tourism in destination marketing from the perspective of travel agencies. In this context, the aim is to identify geographically indicated and non-geographically indicated products in Nevşehir, to create a gastronomy route, to organise gastronomic events and to promote Nevşehir as a gastronomy city. Design/methodology/approach –In the research in which the qualitative method was adopted, phenomenology was set as the research design. Fifteen people were interviewed using the criterion sampling method. The data obtained from the interviews were subjected to content analysis and descriptive analysis using the Maxqda 20 programme. Findings –Three main themes were identified as a result of the analyses: gastronomic products, gastronomic routes and gastronomic events. Geographically indicated, non-geographically indicated, local restaurants, local product sales points, places where local products are harvested, home-cooking tours, food and beverage themed festivals and cooking courses are the identified sub-themes. The most frequently coded main theme was the main theme of gastronomic products. Discussion –In addition to cultural and balloon tourism in Nevşehir, the development of gastronomy tourism is expected to increase the number of visitors to the destination and contribute to higher revenues for tourism stakeholders.