Impact of geographical indication products on gastronomy tourism destination preference: the case of Van province

As in all other sectors, new paradigms are emerging in the tourism industry in line with consumer trends. Although existing tourism paradigms still maintain their appeal, local gastronomic products and regional culinary cultures, which are unique elements of local identity, play a significant role in increasing attractiveness and potential in tourism. This can influence tourists' destination preferences. In terms of Van Province's geographical indication food products, there are currently 11 products with origin names and 1 product with a geographical indication label (Turkish Patent and Trademark Office, 2023). With strong local policies, it seems possible to increase this number, maintain product quality, and make Van Province an attractive destination for gastronomic tourism. This study aims to effectively utilize geographical indication products in the promotion and marketing activities of Van Province, to highlight local products as supportive elements for gastronomic tourism and other tourism activities, and to raise awareness among sector stakeholders regarding the sustainability and protection of local products. The study will employ the qualitative research method, specifically the semi-structured interview technique. The study population will include sector stakeholders and public institutions directly and indirectly involved in the subject matter in Van Province. The sample will consist of businesses operating in the field of gastronomy, non-governmental organizations, public institutions, and travel agencies. The study will use the maximum variation sampling technique.