The effect of organic agricultural products on tourism marketing applications: the case of Erzurum province

Today, the interest in agricultural tourism is increasing, but there are not enough domestic studies on the effect of organic agricultural products on tourism marketing. This situation was one of the most important factors in the selection of the subject. Therefore, the main purpose of this thesis is to contribute to the literature by determining the effect of organic agricultural products on tourism marketing practices in Erzurum. In this study, the relationship between organic agriculture, tourism and tourism marketing was examined. Databases such as Web of Science, Scopus, Yöktez under the headings of organic agriculture, farm tourism, agricultural (agri/agro) tourism, rural tourism, marketing of organic agricultural products, tourism marketing in order to determine the effect of tourism marketing practices in our country and Erzurum province on organic agricultural products. A literature review was carried out. The application was made with a mixed method study consisting of open and closed-ended questions to the authorized institutions, organizations and individuals related to organic agriculture, 564 consumers, 27 agricultural product businesses, 47 agricultural product producers and 3 agricultural tourism farms. In the research; telephone, e-mail, face-to-face interviews, observation and survey methods were used. The application was carried out by uploading the survey form to Google forms and transferring the link to the internet. The examination and research results of the studies in the literature were analyzed and reported in the IBM SPSS Statistics 25.0 package program. Bibliometrics, descriptive and content analyzes, reliability, factor, frequency, percentage, single sample and independent sample t tests, homogeneity, one-way variance, post-hoc, simple correlation and multiple linear regression analyzes were performed with the obtained data. As a result, in the literature, there are not enough studies on the effect of agricultural (agro/agri) tourism and tourism marketing practices on organic agricultural products, and in the tourism marketing practices of organic agricultural products, Erzurum needs support in production, promotion, marketing and branding. It has also been determined that there are deficiencies in integrating tourism, winter and gastronomy tourism. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section. The findings related to the literature and practice are discussed in detail in the conclusion and recommendation section.