Determining the attitudes of the local population toward geographical indication products: The case of Osmaniye province

This study aims to determine the level of knowledge and attitudes of the local population living in Osmaniye province regarding geographically indicated products. The research examines the local population's level of awareness of the GI concept, the recognition, use, and acceptance of these products, and the effects of demographic variables on attitudes and awareness. The original aspect of the study is that it reveals the extent to which GI products are known by the local population and how attitudes towards these products are shaped, thus providing guidance for local administrations, tourism sector stakeholders, producer associations, and educational institutions. Quantitative methods were used in the study, and the survey technique was used as the data collection tool. The population of the study consisted of 561,061 people living in Osmaniye according to TÜİK data, while the sample consisted of 540 participants determined by convenience sampling. The findings show that participants' general attitudes towards CI products are positive, but that this attitude is not evenly distributed among social groups. It was determined that gender, education level, length of residence, and restaurant consumption habits create significant differences in attitudes and awareness. Women and individuals with higher education levels, in particular, demonstrate higher awareness and purchase intent. These results show that geographically indicated products should be associated not only as economic tools but also with elements of social acceptance, cultural belonging, and local identity. In this regard, it is recommended that promotional activities focus particularly on men, individuals with low levels of education, and groups with low awareness scores, that local media and social media tools be used effectively, and that menu labeling and informative materials be disseminated in restaurants. Keywords: Geographical indication, Local people, Gastronomy, Tourism, Osmaniye province