The Effect of Visitors' Perceptions of Product with Geographical Indication on Destination Image: The Case of Ayvalık Olive Oil

Abstract

Tourism products are among the key elements that attract visitors to destinations and are therefore of great importance for destination competitiveness. Special gastronomy products of destinations are also included in this category. This study aims to examine the impact of visitors’ perceptions of product with geographical indication (GI) products on the image of the destinations where these products are located. In this context, the focus is placed on olive oil in this study. The study investigates the influence of Ayvalık olive oil a product with geographical indication and a major source of income for the region on the destination image of Ayvalık. The data has been collected through survey techniques and analyzed using various parametric tests. Differences in visitors’ perceptions of products with geographical indication and destination image based on their demographic characteristics have been assessed using t-tests and ANOVA. The relationship between visitors' perceptions of GI products and destination image have been evaluated through correlation analysis. Finally, the findings of this study indicate that products with geographical indication are vital tools in destination marketing strategies and are closely linked to overall destination image. Emphasizing gastronomic elements in destination-based promotional efforts is likely to enhance both tourist perceptions and economic returns.