The role of geographical indication products in destination preference: The case of Şanlıurfa

Şanlıurfa, one of the important tourism destinations in the Southeastern Anatolia Region, holds significant historical and cultural importance in terms of religious history. In addition to its rich history and culture, the cuisine of the province also has a deep-rooted past and stands out as an important attraction, just like its other features. This study investigates the influence of locally produced food and beverages with geographical indications on the destination choice of visitors to Şanlıurfa, which is one of the prominent tourist destinations in the Southeastern Anatolia Region. Furthermore, it explores the level of impact of factors influencing destination choice and personal perceptions regarding locally produced food and beverage items with geographical indications. The study adopts a quantitative survey research design, employing a relational survey model. Data were collected through a questionnaire, and the responses were obtained from domestic tourists visiting Şanlıurfa between June and September 2022. The data collected from 495 participants were analyzed using SPSS 25.0 software. The research findings indicate that the desire to visit Şanlıurfa increases as the preference for geographically indicated and registered food and beverages increases. It was observed that statements such as "When I visit a different region from where I reside, I make an effort to taste region-specific products," "Geographically indicated and registered food and beverages are important for branding the region," "I want to see historical sites (Göbeklitepe, Harran houses, etc.)" and "I want to taste local cuisine" were prominent among the participants. Additionally, the study revealed that perceptions regarding geographically indicated food and beverage items vary according to certain demographic variables.