ABSTRACT

Gastronomic identity is an important resource for destinations, and it may play a significant role in creating the place’s brand identity. Following the Social Identity Theory as applied to destination branding, the research considers the perspective of different stakeholders for whom the role of gastronomy in shaping the destination’s brand may be seen as different. Thus, the research aims to uncover the interaction between gastronomical aspects of the destination and the place’s brand. The investigation examines empirically how the various elements of gastronomic identity influence the place’s brand identity. The study focuses on Gaziantep, which is a city in Turkey well-known for its cuisine and food cultural heritage. The results, based on 1510 questionnaires to key stakeholders, determine that the three components of Gaziantep’s gastronomic identity – food culture, food quality and culinary activities – have a varying influence on the destination’s brand identity. In addition, significant differences between stakeholders are observed.

摘要

美食标识是目的地的重要资源，它可能在创建该地的品牌标识方面发挥重要作用。遵循应用于目的地品牌的社会认同理论，该研究考虑了不同利益相关者的观点，对于他们来说，美食在塑造目的地品牌方面的作用可能被视为不同。因此，该研究旨在揭示目的地的美食方面与当地品牌之间的相互作用。该调查凭经验检验了美食标识的各种元素如何影响该地方的品牌标识。该研究的重点是加济安泰普，这是土耳其的一座以美食和美食文化遗产而闻名的城市。结果，基于对关键利益相关者的 1510 份问卷调查，确定 Gaziantep 美食标识的三个组成部分——饮食文化、食品质量和烹饪活动——对目的地的品牌标识有不同的影响。此外，还观察到利益相关者之间的显着差异。