The impact of gastronomy tourisim on city branding: Sample of Afyonkarahisar

Gastronomy tourism, is to visit food manufacturers, food festivals, restaurants and private areas with the basic motivating factor of tasting a particular type of food or following the stages of a special food production. Additionally, following the different manufacturing processes of food or tasting a famous chef's specialities are taken under cosideration in this context. Gastronomy is a factor that creates awareness for cities. Today, competition occurs not only among the products or companies, but also among the countries and the cities. In this framework, the cities wishing to obtain a competitive advantage should identify their characteristics of branding those would contribute their effort. Thus each city has distinctive features and diversity, any of them has the potential of being a branded one. Afyonkarahisar has a high tourism potential with its historical and natural beauties. Afyonkarahisar, as an historical residential area, is extremely rich for historical remains of Hittite and Phrygian civilizations and the artifacts fromSeljukians and Ottomans. All of these reflect a rich culture and art. Additionally, Afyonkarahisar cuisine has a rich variety of traditional dishes. In the first part of this thesis, gastronomy, gastronomy tourism in Afyonkarahisar and the outstanding specialities and food products of Afyonkarahisar are investigated. In the second part, for a better explanation, firstly the topics of brand and branding was explained in detail, later on city branding issues were entreated. In the last chapter, interviews with the owners of the companies selling food products of gastronomic culture and with the owners of the restaurants serving unique dishes belonging the city of Afyonkarahisar. This study was performed for promotional purposes of the foods and dishes that belong to Afyonkarahisar. Another study was performed among the local tourists and visitors of Afyonkarahisar. The survey aimed to define ideas about the impact of the experiences of the visitors about gastronomy and the cuisine of Afyonkarahisar, the development of gastronomy tourism in Afyonkarahisar and its effect on city branding efforts. Finally, stemming from findings and results of the study, comments and suggestions were developed. Key Words: Gastronomy, Gastronomy Tourism, City Branding, Afyonkarahisar