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Gastronomy and Tourism in Turkey: the Role of Icts

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Gastronomy and Tourism in Turkey: the Role of Icts Gastronomy and Tourism in Turkey: the Role of ICTs Aysegul Surenkok, Rodolfo Baggio, and Magda Antonioli Corigliano [email protected], [email protected], [email protected] Master in Economics and Tourism Bocconi University, Milan, Italy Introduction and Objective • An increasing number of studies show that a high percentage of travelers make journey decisions by well valuing food • In this process Internet and the Web have provided features that are highly relevant to the marketing of tourism • Nevertheless, up to now the literature has focused more often on the ICT usage in accommodation establishments, rather than analysing food‐related services • Most investigations into these issues have been directed to European & Western countries showing limited interest in other areas of the World • This work stems out of a wider investigation on the Turkish travel market and specifically on food tourism in Turkey Food and Food Tourism and Turkey • From all‐inclusive offers to food trails and tourism • Differentiating between “food and tourism” and “food tourism” • Turkish cuisine: a vast array of regional and local variations • Despite its richness, food is not used as a cultural marker in the promotion of Turkey as a tourism destination, and its advertising has a low visibility • More than half a million hectares of vineyards put Turkey at the fourth place in the World and 3.6 million tons grant the country the sixth place among the grapes producers • However (FAO data), only less than 5% of this goes into wine making and the local consumption is very low (almost 1 liter/person/year) Intermediate conclusion Turkey is, in the perception of international tourists, almost exclusively a sea‐sun‐sand destination (Okumus et al., 2007) Objective To understand the role of food in Turkish people’s travel decisions and to assess possible cross‐ cultural differences with tourists of other nationalities Methodology • Demand analysis: Survey – 3 samples: Turkish (102 people), International (69 people) – Sample population age above 15 – 4 main indicators: : Vacation preferences, interest in food, Internet usage and demographic information ‐which facilitated the investigation of Internet usage patterns in order to determine which segments are more likely to use Internet resources for their informational needs • Main questions: – If individuals consider dining and food as relevant activities during their travels; would they also prefer a cooking workshop to sunbathing by the beach? – Are people with a genuine interest in food also likely to search in advance for niche or special places (i.e. on the Internet through forums or tourism sites) where they can get a taste of the local food or beverages? – Are the preceding conditions true for all samples, hence cultures? Methodology (2) • Supply analysis: Interviews, field visits and Web research – Eight in‐depth, non structured interviews – Interviewees: field specialists (a Turkish wine brand manager, a tour operator and food producers) attending tourism fairs (EMITT in Turkey and BIT in Italy) and a wine‐tasting seminar • Main questions: – What is the worldwide potential of gourmet tourism? – What attitude do the producers have towards gourmet tourism? – Are the producers aware of their potential for gourmet tourism? – And, the prevalence of tour operators and agencies catering gourmet tourism and the use of ICT potential by these operators and producers… • Online investigation – User‐friendlines, quality and accuracy of information on Web sites were qualitatively evaluated (methodology followed that of Antonioli Corigliano & Baggio, 2003; Antonioli Corigliano & Baggio, 2004) Results The image of Turkey as a ‘sea-sun-sand’ destination is confirmed. Results (2) Most satisfying activities at a destination are related to food and wine. This leaves space to a much better exploitation of these themes for promoting Turkey Results (3) Main factors influencing credibility of online sources Results (4) • More than 50% of all samples conduct pre‐travel research on local cuisine and food (22.55% of the Turkish and 33.33% of the International sample would consult a friend, 33.33% and 31.88 respectively, would conduct some kind of further research before their trip) • The surveyed sample has also shown some intention to provide information to others via online social networking facilities • Internet usage has not yet become as widespread as it may be deemed. Even though dining and food are favored items on travelers’ activity lists, few travelers go beyond their immediate sources of information (i.e. friends or relatives living at the destination) • Online population value credibility and coherence of online information/reviews the most Intermediate Conclusion Turkish online sources definitely need to work on increasing their credibility and making their sites more attractive and useful for the readers. The qualitative analysis, in fact, of online gourmet tourism websites in the Turkish market show their inadequacy, mainly if compared to the International market. Web site analysis • Oasis Travel: a pioneer in the industry – Organization through partnership (i.e. Istanbul Culinary Institute) – Viral and WOM marketing, weak Internet marketing – Emphasis on corporate events and corporate customers • Most gourmet tours have an excessive focus on Istanbul • Major tour operators provide all inclusive tours that fall into main demand categories such as beach holidays, ski holidays and cruises ‐i.e. http://www.setur.com.tr/anasayfa/ • Hubs serve residents only ‐i.e. http://www.gurmeguide.com/ • Most initiatives to ignite gourmet tourism in Turkey are untimely ‐i.e. Mehmet Yasin and Turkish Food and Travel • Players with power and force in the sector (i.e. the municipality of a gourmet city) realize the gourmet potential of their regions. However, the same players, unfortunately, do not have the competence or the vision to initiate action ‐i.e. Gaziantep city Concluding Remarks • The demand for gastronomic activities seems to be solid, but, as it many times happens, the supply side looks to be a little hard of hearing: Turkey does not seem to value much its culinary resources when promoting its image to tourists; and the tourists are diversity seeking individuals, whose interest lies in culinary tourism ‐in which food is secondary to a wider range of lifestyle activities • Internet and the Web, despite their huge diffusion and their recognised importance for the tourism field, do not offer much help to those interested in gastronomy tourism to Turkey • Apart from some restaurant suggestions or food advices, not many opportunities exist for planning gourmet tours online to Turkey Future Expectations • Increased online membership as a result of an increase in the total number of Internet users • Increase in the quality and accuracy of online content • Redefinition of luxury and a change in spending habits.
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