Author :
DOI : 10.29228/ASOS.50061
Year-Number: 2021-116
Yayımlanma Tarihi: 2021-05-03 00:44:57.0
Language : İngilizce
Konu : Turizm
Abstract
Çalışma, Osmaniye gastronomi turizmi için doğru stratejilerin ortaya konulabilmesi için ilin gastronomi turizmi için geçerli olabilecek fırsatlarını, üstünlüklerini, zayıflıklarını ve tehditlerini ortaya çıkarmayı amaçlamaktadır. Bu amaç doğrultusunda, çalışma Osmaniye'de gastronomi turizmi ile bağlantısı olan ve/veya ilde araştırmanın amacına yönelik fikir yürütebilecek kişi ve kurumlar örnekleminde gerçekleştirilmiştir. Veriler, açık uçlu olarak hazırlanan soruların katılımcıların bir kısmıyla yüz yüze bir kısmıyla da e-posta aracılığıyla (tüm kişi ve kurumlara Covid-19 tedbirleri nedeniyle ulaşmanın zor olması) görüşülerek yanıtlanması sonucu elde edilmiştir. Bu kapsamda veriler, 25 Ocak-8 Mart 2021 tarihleri arasında katılımcılardan kolayda örnekleme tekniğine göre toplanmış olup; toplamda 30 katılımcıya ulaşılmıştır. Katılımcılardan elde edilen bulgular, kodlamaya dayalı içerik analizine tabi tutulmuştur ve ortaya çıkan bulgular değerlendirilmiştir. Çalışma sonucunda, katılımcılar tarafından en çok dile getirilen güçlü yan, Gaziantep, Hatay ve Adana gibi diğer gastronomi rotalarına yakınlığı olarak ifade edilirken, gastronomik ürün tanıtımının yeterli düzeyde olmaması ise en zayıf yan olarak tespit edilmiştir. İlin gelecekteki en önemli fırsatı, gastronomi konusunda ön plana çıkmış şehirlerin gastronomi turlarına entegre edilebilecek olması olarak ortaya çıkarılmıştır. Buna karşın, en çok dile getirilen tehdidin ise sınıra yakın olduğu için bölgeye yapılan göçlerin mutfak kültürünün yozlaşmasına neden olması olduğu saptanmıştır. Çalışma sonucunda, ilde gastronomi turizminin gelişimi önündeki engellerin önlenebilmesine ve iyileştirilmesine yönelik çeşitli öneriler sunulmuştur.
Keywords
Abstract
The research is aimed to reveal the opportunities, advantages, weaknesses and threats of the province that may be valid for gastronomy tourism in order to reveal the right strategies in gastronomy tourism in Osmaniye. In line with this aim, the research was carried out with a sample of individuals and institutions that have a connection with gastronomy tourism in Osmaniye and / or can make an idea for the purpose of the research in the province. The data were obtained as a result of responding open-ended questions with some of the participants face-to-face and some via e-mail (difficult to reach all individuals and institutions due to Covid-19 measures). In this context, data were collected from the participants between January 25 and March 8, 2021 using the convenience sampling technique, and a total of 30 participants were reached. The findings obtained from the participants were subjected to content analysis based on coding and the findings were evaluated. As a result of the research, the most stated expression as the strongest aspect of the province by the participants is its proximity to other gastronomy routes such as Gaziantep, Hatay and Adana. On the other hand, the lack of sufficient gastronomic product promotion in the province was determined as the weakest aspect. The most important opportunity of the city in the future has been revealed as a city that can be integrated into gastronomy tours of cities that have been into the forefront in gastronomy. On the other hand, it has been determined that the most expressed threat is that migration to the region caused the degeneration of the cuisine culture as it is close to the border. As a result of the research, it was presented the suggestions to prevent and improve the obstacles to the development of gastronomy tourism in the province.
Keywords
- When the literature is examined in the context of evaluating the gastronomic potential, it is seen that the researches mainly examine the gastronomy tourism or types of gastronomy tourism (such as wine tourism) for the destinations (Iakovou et al., 2009; Tsitsipati et al., 2014; Zaman and Kayserili, 2014; Deniz and Atışman, 2017; Harcsa, 2017; Derčan et al., 2017; Bozkurt, 2018; Cankül and Ezenel, 2018; Bozkurt et al., 2019; Chaigasem and Tunming, 2019; Çabuk et al., 2020; Sormaz et al., 2020; Stockovič et al., 2020).
- Iakovou et al. (2009) aimed to comprehensively analyze the current situation of gastronomy tourism in the Central Macedonia Region (RCM) of Greece. As a result of the SWOT analysis conducted for this aim, it was identified as the strongest aspects being the presence of local cuisine in terms of gastronomy tourism, being a wide variety of food and being the branding potential of the regional cuisine thanks to local products. It has been identified as weaknesses being the low service rate of the facilities in the region and being insufficient government support in terms of gastronomy tourism. In addition, it has been identified as the region's opportunities being the fact that the region's cultural tourism is an element that will encourage gastronomy tourism. The region's backwardness in the face of the rise of long-distance destinations in the international tourism market has been identified as threats to the region's gastronomy tourism.
- Deniz and Atışman (2017) in their research evaluated Kayseri cuisine, which is into the forefront with its traditional tastes, with SWOT analysis. According to the SWOT analysis, the large variety of gastronomic products in Kayseri was stated as the strongest aspect of the province in terms of gastronomy tourism. The weakness of Kayseri in the field of gastronomy is that there are few researches on gastronomic product richness and potential. One of the most important opportunities of Kayseri is that there is no competition in the province in terms of gastronomy tourism and that it has a tourism infrastructure compared to other gastronomy tourism destinations. In areas with gastronomic diversity, the fact that the public's awareness of tourism is not fully created has been identified as potential threats.
- Derčan et al. (2017) evaluated the current situation of gastronomy and wine tourism in the Serbian town of Sid, which is in a strong position in terms of viticulture activities, with a SWOT analysis. In this context, as a result of the SWOT analysis, the strongest aspects of the town of Sid in terms of gastronomy and wine tourism are stated as a wide range of authentic food and beverage products. The weaknesses of the region in terms of gastronomy and wine tourism have been identified as the lack of information boards and road signs for the wine roads and manufacturing shops. Investments made for the promotion of original products and geographically marked products have been identified as the opportunities of the region; and also the slow development of infrastructure and the insufficiency of government incentives were identified as threats to the region.
- Harcsa (2017) examined the regional status of the Hungarian-origin Palinka beverage, which is an important gastronomic product, with a SWOT analysis in his research. In this context, the strongest aspects of Palinka beverage are the thematic routes created for the promotion and marketing of the product, books written on this subject, food competitions and shops where souvenirs can be purchased. Lack of gastronomic supply and low awareness of the product were indicated as the weaknesses of the product. Incentive opportunities and increasing the number of routes to the product were identified as opportunities, and the extinction of traditional fruit varieties and an increase in excise tax were identified as possible threats.
- Bozkurt (2018) aimed to determine the current situation of gastronomy tourism in Tokat in his research. For this aim, it was evaluated the current strengths and weaknesses of gastronomy tourism in Tokat and the possible opportunities and threats before it. As a result of the SWOT analysis, the strengths of Tokat province were determined as being suitable for gastronomy tourism and finding a variety of gastronomic products. In addition, the weaknesses of the province are determined as the insufficient knowledge of the concept of gastronomy tourism and the scarcity of researches on its suitability for gastronomy tourism. Existing infrastructure for the promotion and marketing of various gastronomy products is indicated as opportunities for improvement. The possibility of not using and forgetting traditional gastronomy products of the young population are listed as threats to the gastronomy potential of Tokat.
- Bozkurt et al. (2019) conducted a SWOT analysis in the context of gastronomy tourism potential of Mardin. According to SWOT analysis, strengths of Mardin have been identified as its gastronomic product variety and the presence of local meals covered by the geographical indication. The weaknesses of the province have been identified as the insufficiency of food and beverage establishments for local cuisine and the lack of promotion and marketing activities of Mardin cuisine in national and international fields. In addition, opportunity of Mardin is the presence of gastronomy culinary art and workshop (Mardin culinary museum). One of its threats is that it cannot compete with other gastronomy cities due to its infrastructure and superstructure deficiencies.
- In their research, Chaigasem and Tunming (2019) aimed to examine the local cuisine culture in the Chiang Khan region of Loei Province in the northeast of Thailand with a SWOT analysis. As a result of the analysis, the strongest aspect of the region has been determined as the excess of food diversity. Lack of systematic management and marketing efforts in the tourist destinations of the Loei Province Chiang Khan region has been identified as its weakest aspect. In addition, the potential opportunities of the region in gastronomy tourism have been identified as the interest of managers and other stakeholders in gastronomy tourism and the presence of various tourism activities such as slow tourism and agricultural tourism in the region. It was emphasized that the natural disasters experienced in the region in the past years are possible threats.
- Çabuk et al. (2020) conducted a SWOT analysis on gastronomy tourism in Karaburun, Çeşme and Urla districts. As a result of the research, it was determined priority sectors within the scope of gastronomy tourism opportunities in the districts. These sectors are determined as viticulture, spices, honey, fishing activities, bakery, fruit and vegetable activities, winemaking activities, olive cultivation activities and olive oil production activities. In this context, some recommendations for action have been presented by making separate SWOT analyzes in areas such as farm products and farm tourism, vineyard route and viticulture tourism, olive and olive route in districts.
- Sormaz et al. (2020) conducted a SWOT analysis in terms of gastronomy tourism of Konya province. As a result of the SWOT analysis, the richness of the regional cuisine was determined as the strongest aspect. Lack of promotion has been identified as a weakness. In addition, the most mentioned factor among the possible opportunities of the province is the increase in the number of qualified accommodation and food and beverage establishments. Lack of opportunities to the forefront gastronomic tourism has been identified as potential threats in the province.
- The aim of the research is to determine the opportunities, advantages, weaknesses and threats that may be valid for gastronomy tourism in Osmaniye province through SWOT analysis. In line with the determined objectives, the research was carried out with a sample of stakeholders within the scope of central government, local government, non-governmental organizations and private sector representatives who have a connection with gastronomy tourism or can develop ideas for the aim of the research in Osmaniye. Interview technique which is one of the qualitative research methods was used in the research. The questionnaire consisting of 5 questions in the research was used by Bozkurt (2019), Çabuk et al. (2020) and Sormaz (2020) based on the researches in which they examined the gastronomy tourism of different destinations with a SWOT analysis. The data were obtained as a result of responding open-ended questions by interviewing some participants face-to-face and by interviewing some participants via e-mail (difficult to reach all institutions due to Covid-19 measures). The data were collected from the participants using the convenience sampling technique between January 25 and March 8, 2021, and obtained from a total of 30 participants representing 11 institutions and / or organizations. In the research, the following research questions were asked to the interviewees in order to evaluate the gastronomy tourism potential of Osmaniye province.
- Other weaknesses in gastronomy tourism of Osmaniye include the lack of institutionalized restaurants and the insufficiency of other tourism businesses (accommodation, travel, transportation, recreation businesses) to support gastronomy tourism. Although tourism activities related to gastronomy tourism in Osmaniye are low, it seems likely that they can be improved. In addition, it seems likely that accommodation and infrastructure problems will arise if the province faces too many tourists with the increase of potential. Kozak (2018) states that there cannot be a tourism movement, especially where food & beverage and accommodation services are not included, and also emphasizes that tourism businesses are important in the formation of touristic products. From this point of view, it is an important issue to have sufficient number of food and beverage businesses to taste local values for tourists who will travel in order to the aim of gaining gastronomic experiences in Osmaniye. In addition, it is critical that the number of accommodation businesses that will support gastronomy tourism is sufficient in order to increase the duration of tourists’ stay coming to a destination. Akgündüz and Yüksek (2019) state that the services offered by tourism businesses in a region are an attraction factor that affects tourists' holiday decisions and destination selection. Therefore, the related institutions and organizations should support the developments towards increasing the number of tourism businesses in the region by expanding their incentive investments for the initiatives to be made in the region in order to provide this attraction in Osmaniye. In this regard, first of all, the fields should be determined and the necessary initiatives should be made by planning what needs to be done in the short and long term.
- Another weakness is that most meals in the food inventory of Osmaniye are also located in competing markets such as Gaziantep, Adana, Kahramanmaraş and Hatay. This means that tourists can find these meals in other destinations, and especially the insufficient level of tourism businesses in the province may cause tourists to divert to other competing provinces. For this reason, it can be ensured that the meals in the province are presented in the context of authentic and local food and beverage businesses, and differences can be made especially in the presentation of the meals in order for the tourists to experience these meals in Osmaniye province. Scarpato (2002) states that the production and presentation of local, authentic, organic, beneficial and environmentally foods in a destination gain importance as important travel motivations in gastronomy tourism. In this context, it can be noted that similar meals found in other provinces are made using organic and local foods in the province, and local identity and originality can be emphasized with the food products used in the meals. In addition, the quality of service in the businesses can be increased by improving the workforce qualifications in the tourism businesses operating in Osmaniye. Blakey (2011) states that having a story about food during a meal has a positive effect on the tourist's experience. If there are such stories in meals, they can be used to distinguish them from competing markets, and these elements can be used in the promotion activities of the province to increase the interest in the gastronomy of the region.
- image of Osmaniye. Akyurt and Atay (2009) state that the destination image is regarded as an
- The lack of activities and events such as festivals, feasts and festivities to revive gastronomy tourism in the region and the insufficient promotional activities of the events are another weakness of the research. Folgado-Fernandez et al. (2019) states that gastronomy events taking place in a destination are one of the important tools for destinations to promote their original and authentic local products. In this context, it organizes gastronomic events such as radish festival, soudjouk bread festival, rash festival, cherry festival and pistachio festival in order to be into forefront local products in the region. However, it is important to increase these events in number and to use them effectively in the promotion of the region. For this, it needs to be updated and made traditional with an effective content to attract tourists by re-checking the existing events in the region. Emphasis on the fact that the products are registered with geographical indication, especially in peanut and radish festivals in the province, can provide important gains for the sharing and recognition of these products and the regional cuisine by the masses. Considering the importance of gastronomic tourism in recent years, events should be considered important by destination managers. In this regard, it may be suggested to destination managers to benefit from events, especially during periods when tourism activities in the province are passive. In addition, the emphasis of the destination managers or event organizers on local elements in the events can increase the tourists’ satisfaction and the participation rates of the events.
- The neighboring provinces being an international brand in the field of gastronomy (Hatay and Gaziantep) or having a structure suitable for being a brand (Adana, Kahramanmaraş) and neighboring destinations offering gastronomic products with higher service quality are among the other threats of the province. The number of institutionalized enterprises and qualified enterprises that can offer examples from the local cuisine can be increased in order to increase the service quality. Improving the workforce qualifications in institutions and organizations operating not only in gastronomy but also in provincial tourism in Osmaniye can also increase the service quality. In order for the province to become a gastronomic brand city, first of all, gastronomic branding strategies can be determined, marketing researches can be done and basic issues in gastronomic branding can be determined. Serçeoğlu et al. (2016) states that highlighting the products grown and produced in a region is the most common method used in the branding of a city. In this case, it can be ensured that they are marketed in a way that contributes to the identity formation of the region and that the province is used for becoming a gastronomic brand by drawing attention to products such as radish and pistachio, which are important local products in Osmaniye.
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