بازاریابی استانبول به عنوان مقصد آشپزی Marketing Istanbul as a culinary destination

1. Introduction The attractiveness of a destination is often related to its capacity to satisfy tourists’ needs and expectations. Alongside climate, accommodation, and scenery, experiencing foods (including beverages) is among the most important features when tourists evaluate a destination’s attractiveness (Henderson, 2016; Hu & Ritchie, 1993; Sotiriadis, 2015). Consumption of foods is not only a way of satisfying tourists’ physical needs but also an opportunity to learn about different cuisines, people, culture, and traditions. While visiting a destination, tourists’ food choices may vary (Almeida & Garrod, 2017). However, trying authentic foods can be one of the most desired activities for tourists (du Rand & Heath, 2006; Henderson, 2016; Kivela & Crotts, 2006; McKercher, Okumus & Okumus, 2008; Sotiriadis, 2015). As an important element of tourism experiences, local foods, food experiences, and food tourism have received more attention in recent years (Kim & Jang, 2016; Lee & Scott, 2015; Ottenbacher, Harrington, Fauser, & Loewenhagen, 2016). Utilizing local cuisines has been an effective strategy for destination marketing (Okumus, Kock, Scantlebury, & Okumus, 2013; Robinson & Getz, 2014; Silkes, Cai, & Lehto, 2013). This is because food purchases constitute about one-third of overall tourist spending (Telfer & Wall, 2000; World Health Organization, 2015). Given this, local, regional and international cuisines available in a destination play a crucial role in destination selection and marketing efforts (Cohen & Avieli, 2004; Getz, 2000; Okumus et al., 2013; Seo, Yun, & Kim, 2017; Silkes et al., 2013; Tellstrom, Gustafsson, & Mossberg, 2005). The reason for this is that tourists often spend considerable time searching, planning and consuming foods in a destination (Robinson & Getz, 2014; Sotiriadis, 2015). Availability of local, regional and international foods is not only one of the main motivations for tourists to travel but also complements their travel experiences (Boyne, Williams, & Hall, 2002; Cetin & Bilgihan, 2016; Decrop & Snelders, 2005; Gyimothy, Rassing, & Wanhill, 2000; Henderson, 2016; Joppe, Martin, & Waalen, 2001; Sanchez-Cañizares & Castillo-Canalejo, 2015; Yolal, Chi, & Pesämaa, 2017). With many scenic and historical landmarks, Istanbul is a leading destination for tourists globally. With a population of 17 million, Istanbul is the largest city in Turkey, containing 20% of the country’s population (Turkstat, 2016). According to recent statistics, 22% of the country’s GDP and 40% of tax revenues in 2016 came from Istanbul (Turkstat, 2016). In relation to tourism, 11.6 million international tourists visited Istanbul in 2016, making it the world’s ninth most-visited city (McCarthy, 2017). Of this total, about a quarter of the nation’s international tourists are concentrated on the European side, with 90% of the city’s hotels also situated there (Multicity, 2017). Istanbul is well known for its sophisticated culture and cuisine due to its rich historical background. Turkish cuisine is among the most popular global cuisines, enjoying a solid reputation alongside Chinese, Thai, Japanese, Vietnamese, Indian, Greek, French and Italian cuisines (Cohen & Avieli, 2004; Okumus, Okumus, & McKercher, 2007).