The effects of geographically indicated gastronomic products on city branding: The example of Uşak tarhana

In changing consumer preferences and increasing competition conditions, tourism; has significant economic returns. In order to get a share from the economic gain of tourism, city branding must be implemented effectively. There are many factors that affect the branding of cities. In this context, the aim of the study is that Uşak Tarhana, which is a gastronomic product with geographical indication; ıt determines the effect on uşak's branding. In order to achieve this aim, data were collected from those who visited uşak. In the analysis of the data obtained by using the questionnaire technique, t-test and one-way analysis of variance (anova) were used to determine whether there was a statistically significant difference between the groups determined among the participants. The averages of the views of the visitors for all the items in the questionnaire were determined by frequency analysis. Correlation analysis was also used for the relationship between the variables of "destination branding and local gastronomy ımage" in the scale. Finally, in terms of the geographical image of the city; regression analysis was conducted to determine the effect of geographically marked Uşak Tarhana on Uşak's branding. As a result of the analysis, it has been seen that Uşak Tarhana has a 23% effect on the branding of Uşak and the direction of this effect is positive. Keywords: Geographical indications, City Branding, Uşak Tarhanası