The importance of gastronomy tourism in terms of city branding: Gaziantep province example

Gastronomy plays a significant role in shaping a city's identity. Particularly in rural areas, its integration into the city branding process helps highlight the region's unique cultural traits, creating a cohesive emphasis for both visitors and local residents. Gastronomy tourism stands out as a fundamental and indispensable element of cultural heritage, serving as a critical factor in both city selection and the formation of a city's image. The distinctive culinary culture and diverse flavors a city offers to visitors hold decisive importance in shaping its image. Turkish cuisine, renowned for its rich culinary traditions, holds a leading position internationally. Some countries and regions leverage their gastronomic assets in their branding strategies. In this regard, Gaziantep stands out as a remarkable example with its unique culinary culture and rich gastronomic heritage. Over centuries, Gaziantep has preserved traces and traditions of various civilizations, securing a prominent place among Turkey's regional cuisines with its culinary diversity and wide array of products. With its deep-rooted gastronomic culture and extensive product range, the city has achieved notable progress in gastronomy tourism while safeguarding its traditional culinary heritage. Within the scope of this study, Gaziantep listed in UNESCO's Creative Cities Network is examined in terms of its appeal factors and gastronomy tourism potential, as well as its significance and impact on city branding. Through the conducted analyses, a comprehensive evaluation is aimed by assessing how Gaziantep's gastronomic characteristics influence local residents' perceptions of the city brand and gastronomy.