Gastronomy tourism: A solution for small cities marketing and regional development

There is a growing consensus in relevant literature about the role of local culinary culture in marketing of destinations. All indications pointed that, local food holds big potential to strengthen local economy, contribute sustainability in tourism, viability of local agricultural system and food production sector, when food is properly used in marketing of that destination. This study aims to show how local culinary culture can be effectively used in the marketing process of the small cities which have not much any other attraction and to study the best way using gastronomy tourism to create a working value chain and economic development. The focus of this study is on the destination marketing strategies, the role of food in destination marketing process, gastronomy tourism development strategies, and resources of gastronomy tourism which were suggested in relevant literature. A case study was conducted in Beypazarı which has transformed from an ordinary small town to a popular tourism destination in a very short period of time. Culinary component of Beypazarı destination marketing activities is main point of interest. The methodology was mainly through in-depth interviews with local DMO members of Beypazarı and confirmation of interview findings with content analysis of promotional materials of Beypazarı brochures, booklets and websites. In addition to this information secondary data sources was used to complement results of the primary sources. While performing interviews, the Hjalager?s four orders `typology of gastronomy tourism? applied in order to understand the development process of the gastronomy tourism at the destination. Valuable data was obtained and analyzed regarding the marketing process of the small cities that has limited resources and the role of food in this marketing and development progress. The study highlights the importance of local culinary culture as one of the main component of local culture. There is important development potential at the food, place and tourism relationship. Every destination cannot identify itself as a `gastronomy tourism destination? but, every destination can use local food in their destination marketing activities.