Tarım Turizmi Kapsamında Yerel Ürünlerin Pazarlama ve Markalaşma Çalışmaları

Abstract

Agricultural tourism allows for diversification of tourism and seasonality. Changes in the preferences of touristic consumers have reduced the interest in classical tourism types and brought about the formation of environmentally conscious and conscious tourists. Conscious tourists, unlike other types of tourism, go on to differentiate the consumption of tourist products. The purpose of this study is to determine the products produced in agricultural tourism enterprises and to determine what is done in the way of marketing and branding. TaTuTa enterprises across Turkey in this context (n = 84) were included in the studies is the problem of agricultural/animal products, produce 12 agrotourism properties were determined. When the studies are examined, it has not yet been found a study evaluating marketing and branding studies on the basis of agricultural tourism enterprises producing agricultural/animal products. The problem of working with agricultural/animal product marketing activities, which is one of the agricultural tourism activities, has been established. When the results of the study are evaluated in general, it is seen that the products produced on a regional basis are different, marketing and branding activities are carried out, and agricultural products are marketed more than animal products. In addition to its agricultural tourism business in Turkey in general it was found to be related to the inability of local product marketing.