The impact of geographical indication products in Aydin province on the city's brand image, local people's perceptions and attitudes towards these products, and their purchase intentions

Geographical indication (GI) products are distinctive assets that embody the cultural heritage, production traditions, and natural characteristics of their regions of origin. Beyond creating economic value, they function as strategic instruments that strengthen the brand image of cities. This study aims to analytically examine the dynamics through which GI-certified products of Aydın province shape the city's brand image and to scientifically determine residents' perceptions, attitudes, and purchase intentions toward these products. Although the literature discusses the roles of geographical indications in promotion, quality assurance, and the provision of authentic experiences in relation to city branding, comprehensive analyses focusing specifically on Aydın remain limited. Employing a mixed-methods research design, this study addresses this gap by offering an integrated examination of the relationship between Aydın's GI products and its city brand image. In the quantitative phase, data collected from 408 residents of Aydın reveal high levels of positive perceptions, attitudes, and purchase intentions toward GI products, while willingness to pay premium prices remains relatively low. Significant differences were identified across demographic variables, with particularly stronger tendencies observed among participants aged 55 and above. In the qualitative phase, semi-structured interviews were conducted with eight representatives of key stakeholder institutions in Aydın. The data were systematically coded using NVivo software and analyzed through thematic analysis. Qualitative findings indicate that despite Aydın's strong potential in local GI products, notable deficiencies exist in promotion, monitoring, and institutional coordination. Overall, the study demonstrates that GI-certified products generate multidimensional value for Aydın's economic, cultural, and tourism development. Products such as figs, olives, and chestnuts occupy a central place both for residents and for visitors to the region. The effective promotion and marketing of these GI products not only enhance Aydın's city brand image but also contribute significantly to sustainable local economic development.