Visual Identity and Product Design in Gastronomy Tourism: Strategic Image Management and Design Parameters in the Case of Mediterranean Countries

Abstract

This research needs to determine the techniques of marketing gastronomy tourism. In the context of comparison with Türkiye, France and Italy, which are at the forefront of the industry of gastronomy tourism, are researched. A qualitative research approach was used to gather the data and document analysis techniques and literature review were used. The information gathered was evaluated using SWOT method. Results have shown that France and Italy have a high score on gastronomy tourism promotion in terms of institutionalized frameworks, good brand image, and promotional strategies. Conversely, even with the rich culinary heritage, Türkiye has been found still to be developing in terms of the promotion, standardization and exposing the cuisine to the outside world. It is assessed that Turkish cuisine failed to come up to the sought level of rival cuisines is conditioned by the lack of the efficient design necessary to provide the aesthetic displaying of the flavor products with industrialization possibility and failure to attain the quality of the same on industrial levels. In summary, the research finds that Türkiye needs to come up with balanced nuances of policies that is geared towards strategic promotion, education, standardization of products, product aesthetics, and product design and online marketing to create impetus in gastronomy tourism.