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Avrasya E�itim ve Literat�r DergisiYl:2018 Say: 8 Alan: Eitim Bilimleri

Buse ELK
DESTNASYON PAZARLAMASINDA YRESEL MUTFAIN NEM: BALKAN MUTFAINA YNELK BR ALIMA
 
Destinasyon pazarlama yntemlerine ilikin yaplan almalarn birou, sz konusu destinasyonlarn doal kaynaklar ve ekicilikleri gibi somut kltrel mirasn n plana karmaya yneliktir. Oysa bir blgenin kltrel miras ayn zamanda soyut unsurlar da iermekte ve o blgenin tantmnda daha btncl davranmay salamaktadr. Bu balamda, zellikle son yllarda gastronomi turizmine verilen nem ile birlikte yresel mutfak kltr de destinasyon pazarlamas almalarnda n plana kartlarak bu konuya ynelik almalar artmtr. Yresel mutfak kltrnn destinasyon tantmn hzlandraca fikrinden hareketle yaplan bu almann konusunu, gerek doal gzellikleri gerekse zengin kltr nedeniyle turizm potansiyeli yksek olan Balkan blgesi oluturmaktadr. almann amac ise; bir Balkan lkesi olan Makedonyann yemek kltrn tantarak bu kltrn Makedonya blge tantmnda nasl kullanlabileceine ynelik bir kavramsal deerlendirme ortaya koymaktr. Bu ama dorultusunda hazrlanan almann ilk blmnde yresel mutfak kltrnn kltrel miras ve turizm ierisindeki nemi vurgulanm, daha sonra Makedonyann mutfak kltr tantlm ve son blmde ise Makedonya mutfann destinasyon tantmnda sat gelitirici bir ara olarak nasl kullanlabileceine ynelik neriler gelitirilmitir.

Anahtar Kelimeler: Destinasyon pazarlamas, yresel mutfak, kltrel miras


THE IMPORTANCE OF LOCAL CUISINE IN DESTINATION MARKETING: A CASE OF THE BALKAN CUISINE
 
A lot of focus has been put on cultural heritage, for example natural resources and attractiveness of destinations in the studies on destination marketing. However, the cultural heritage of a region also includes abstract elements and provides a more holistic approach to the promotion of the region. In this context, especially with the importance given to the gastronomic tourism in recent years, local culinary culture has been on the increase in the studies on destination marketing. Based on the idea that local cuisine is gaining importance in the presentation of a destination, this study focuses on the Balkan region, which has a high tourism potential due to its diversity in natural beauty and rich in culture. The aim of this study is to introduce the culinary art of Macedonia, a Balkan country, and presenting a conceptual assessment of how this cult can be used in the promotion of Macedonia as a tourist destination. In the first part of the study, the local culinary heritages culture and importance of tourism are emphasized, then the culinary culture of Macedonia is introduced in the last part. Suggestions on how to use the Macedonia cuisine as a sales tool in the presentation of the destination have been elaborated.

Keywords: Destination marketing, cultural heritage, local cuisine.


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