SavedAdd your journal

Journals / Güncel Turizm Araştırmaları Dergisi / 2025 / Cilt: 9 Sayı: 2

Examining Souvenirs as Tourist Products in the Context of Destination Identity: The Cappadocia Example

Turistik Ürün Olarak Hediyelik Eşyaların Destinasyon Kimliği Bağlamında İncelenmesi: Kapadokya Örneği

Hatice Sarı Gök(ISPARTA UYGULAMALI BİLİMLER ÜNİVERSİTESİ)0000-0003-0949-2593
Simge Şalvarcı(SELÇUK ÜNİVERSİTESİ)0000-0003-0703-4126
Pages
651–674
Publication Date
2025-09-25
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that souvenirs serve not only as tangible memories but also as a tool to promote the distinct identity of Cappadocia.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study investigates the role of souvenirs as tourist products within the framework of destination identity, focusing on the unique characteristics of the Cappadocia Region.
📊
Key Findings & Data:Qualitative interviews with tourists in the region are conducted to examine how souvenirs reflect and contribute to the destination identity of the region.
💡
Conclusion & Impact:The findings reveal that souvenirs serve not only as tangible memories but also as a tool to promote the distinct identity of Cappadocia.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Destinasyon Kimliği · Hediyelik Eşya · Turistik Ürün

Abstract

This study investigates the role of souvenirs as tourist products within the framework of destination identity, focusing on the unique characteristics of the Cappadocia Region. Qualitative interviews with tourists in the region are conducted to examine how souvenirs reflect and contribute to the destination identity of the region. The findings reveal that souvenirs serve not only as tangible memories but also as a tool to promote the distinct identity of Cappadocia. The analysis highlights the interaction between tourist opinions and destination identity, and reveals the contribution of souvenirs to the image of the region in tourist product marketing. This study contributes to the understanding of how destination identity can be evaluated through the strategic development of tourist products, offering implications for tourism stakeholders in similar regions.

Özet

Bu çalışma, hediyelik eşyaların turistik ürün olarak rolünü, Kapadokya Bölgesi’nin eşsiz özelliklerine odaklanarak, destinasyon kimliği çerçevesinde araştırmaktadır. Araştırma kapsamında nitel yöntem kullanılarak bölgede yerli turistlerle yapılan görüşmeler yoluyla hediyelik eşyaların bölgenin destinasyon kimliğine nasıl yansıdığı ve katkıda bulunduğu incelenmektedir. Bulgular, hediyelik eşyaların yalnızca somut hatıralar olarak değil, aynı zamanda Kapadokya'nın farklı kimliğini tanıtmak için bir araç olarak da hizmet ettiğini ortaya koymaktadır. Analizler, turist görüşleri ve destinasyon kimliği arasındaki etkileşimi vurgulayarak, turistik ürün pazarlamasında hediyelik eşyaların bölge imajına olan katkısını da ortaya koymaktadır. Bu çalışma, destinasyon kimliğinin, benzer bölgelerdeki turizm paydaşları için çıkarımlar sunarak, turistik ürünlerin stratejik geliştirilmesi yoluyla nasıl değerlendirilebileceğinin anlaşılmasına katkıda bulunmaktadır.

🔖

Cite This Article

Gök, H. S., Şalvarcı, S. (2025). Examining Souvenirs as Tourist Products in the Context of Destination Identity: The Cappadocia Example. Güncel Turizm Araştırmaları Dergisi, Cilt: 9 Sayı: 2, 651–674. https://doi.org/10.32572/guntad.1653872

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (54)

  1. Aaker, D. A. (1996). Crandon e administrando marcas de sucesso. Futura, São Paulo.
  2. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-56. https://doi.org/10.1177/002224379703400304
  3. Abodeeb, J., Wilson, E., & Moyle, B. (2015). Shaping destination image and identity: insights for Arab tourism at the Gold Coast, Australia. International Journal of Culture, Tourism and Hospitality Research. 9(1), 6-21. https://doi.org/ 10.1108/IJCTHR-06-2014-0051
  4. Aksari, N. M. A., & Bendesa, I. K. G. (2016). Exploring destination identity and destination ımage in the new age of tourism: A case study of Bali Brand. E-Journal of Tourism. 3 (1), 58-63. https://doi.org/10.24922/eot.v3i1.21242
  5. Alaşhan, A. (2022). Hediyelik eşya satın alma davranışının davranışsal niyetler üzerindeki etkisinde algılanan değer ve hatırlanabilirliğin aracılık rolü [Doktora tezi, Nevşehir Hacı Bektaş Veli Üniversitesi]. https://acikerisim.nevsehir.edu.tr/bitstream/handle/20.500.11787/8057/AK%C4%B0F%20ALA%C5%9EHAN.pdf?sequence=2&isAllowed=y
  6. Anholt, S. (2009). Handbook on tourism destinations branding. https://www.etc-corporate.org/uploads/invitations/invite_pdf/2/Draft_ETC_UNWTO_Handbook_Tourism_Destination_Branding.pdf
  7. Araújo, N., & Cardoso, L. (2018). The image as part of the culture and identity of a destination, destination branding and destination image. Global Journal of Archaeology & Anthropology. 7(1), 1-8. https://doi.org/10.19080/GJAA.2018.07.555702
  8. Baniya, R., Chaulagain, S., & Okumus, B. (2024). Examining relationships among emotional experience, place identity, and destination loyalty. Advances in Hospitality and Tourism Research, 12(2), 117–144. https://doi.org/10.30519/ahtr.1309241
  9. Belge, R. (2024). Kent kimliği ve turizm ilişkisi üzerine bir değerlendirme, 15th International Congress on Culture, Tourism and Civilization, Bitlis Eren University, Bitlis, Turkiye October 18-20.
  10. Chamsi, Y., Negra, A., Al-Darrap, A., & Mzoughi, M-N. (2020). Destination identity: using Rossiter’s paradigm to create a measure scale, case of Tunisia, International Journal of Management (IJM), 11 (8), 345-364. https://doi.org/10.34218/IJM.11.8.2020.035
  11. Chiang, C.-T., & Chen, Y.-C. (2023). The effect of destination brand ıdentity on tourism experience: The case of the Pier-2 Art Center in Taiwan. Sustainability 15, 3254. https://doi.org/10.3390/su15043254.
  12. Choe, Y., Lee, J., Choi, S. H., & Hahn, S. E. (2024). Destination identity and image of Macao: Construal, projection, and perception. Journal of China Tourism Research. 20(2), 282-306. https://doi.org/10.1080/19388160.2023.2189196
  13. Correia, A., & Kozak, M. (2016). Tourists' shopping experiences at street markets: crosscountry research. Tourism Management. 56, 85-95. https://doi.org/10.1016/j.tourman.2016.03.026
  14. Creswell, J. W. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, (S. B. Demir, Çev. Baş Editörü) (4. Baskıdan Çeviri 3. Baskı). Eğiten Kitap, Ankara.
  15. Decrop, A., & Masset, J. (2014). This is a piece of coral received from captain bob: meanings and functions of tourist souvenirs. International Journal of Culture, Tourism and Hospitality Research. 8(1), 22–34. https://doi.org/10.1108/IJCTHR-08-2013-0051
  16. Demneh, M. T., & Morgan, D. R. (2018). Destination identity: Futures images as social identity. Journal of Futures Studies. 22(3). https://doi.org/10.6531/JFS.2018.22(3).00A51
  17. Durko, A. M., & Petrick, J. F. (2016). Travel as relationship therapy: examining the effect of vacation satisfaction applied to the investment model. Journal of Travel Research. 55(7), 904-918. https://doi.org/10.1177/0047287515592970
  18. Elomba, M., & Yun, H. (2017). Souvenir authenticity: the perspectives of local and foreign tourists. Tourism Planning & Development. 15 (2), 103-117. https://doi.org/10.1080/21568316.2017.1303537.
  19. Escobar-Farfán, M., Cervera-Taulet, A., & Schlesinger, W. (2024). Destination brand identity: challenges, opportunities, and future research agenda. Cogent Social Sciences, 10(1). https://doi.org/10.1080/23311886.2024.2302803
  20. Fairhurst, A., Costello, C., & Holmes, A. (2007). An examination of shopping behaviour of visitors to tennessee according to tourist typologies. Journal of Vacation Marketing. 13(4), 311-320. https://doi.org/10.1177/1356766707081005
  21. Gösterişli Ocak, B. (2022). Hediyelik eşya özgünlük algısının tatmin ve davranışsal niyetler üzerindeki etkisi: turist rehberinin düzenleyici rolü, [Yüksek Lisans Tezi, Nevşehir Hacı Bektaş Veli Üniversitesi]. https://acikerisim.nevsehir.edu.tr/handle/20.500.11787/7889
  22. Gürgan, N. (2020). Yerel değerler bağlamında bir tasarım ürünü olarak turistik hediyelik eşya. Güzel Sanatlar Enstitüsü Dergisi. 26 (44)287-293- https://doi.org/ 10.32547/ataunigsed.67080
  23. Hankinson, G. (2004). The brand images of tourism destinations: a study of the saliency of organic images. Journal of Product & Brand Management. 13(1), 6-14. https://doi.org/10.1108/10610420410523803
  24. Hanna, S., & Rowley, J. (2011). Towards a strategic place brand-management model. Journal of Marketing Management. 25(5-6), 458–476. https://doi.org/10.1080/02672571003683797
  25. Ibadat, R. (2016). The economics of souvenir sales and their role in tourism: a case study of Bari Imam. Pakistan Institute of Development Economics Discussion Paper 5.
  26. Kah, J., Shin, H., & Lee, S. (2022). Traveler sensoryscape experiences and the formation of destination identity, Tourism Geographies, 24 (2–3), 475-494.
  27. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity, 2nd Ed., Prentice Hall, Upper Saddle River, NJ.
  28. Kong, W. H., & Chang, T.-Z. (2016). Souvenir shopping, tourist motivation, and travel experience. Journal of Quality Assurance in Hospitality & Tourism. 17(2), 163–177. https://doi.org/10.1080/1528008X.2015.1115242
  29. Levyda, L., Ratnasari, K., & Giyatmi, G. (2021). Authentic food souvenir to support MSMEs and local wisdom in Bangka Belitung, Indonesia. GeoJournal of Tourism and Geosites. 35(2), 531-536. https://doi.org/10.30892/gtg.35234-681
  30. Lin, L., & Mao, C. P. (2015). Food for memories and culture a content analysis study of food specialies and souvenirs. Journal of Hospitality and Tourism Management. 22, 19-29. https://doi.org/10.1016/j.jhtm.2014.12.001
  31. Lin, Y. C., Pearson, T. E., & Cai, L. A. (2011). Food as a form of destination identity: A tourism destination brand perspective. Tourism and hospitality research. 11(1), 30-48. https://doi.org/10.1057/thr.2010.22
  32. Melewar, T. C., Karaosmanoglu, E., & Paterson, D. (2005). Corporate identity: concept, components and contribution. Journal of General Management. 31(1),59-81 Autumn 2005. https://doi.org/10.1177/030630700503100104
  33. Murphy, L., Moscardo, G., Benckendorff, P., & Pearce, P. (2011). Evaluating tourist satisfaction with the retail experience in a typical tourist-shopping village. Journal of Retailing and Consumer Services. 18(4), 302–310. https://doi.org/10.1016/j.jretconser.2011.02.004
  34. Nogueira, S., & Carvalho, J. M. S. (2022). Unlocking the dichotomy of place identity/place image and its impact on place satisfaction for ecotourism destinations. Journal of Ecotourism, 23(1), 1–19. https://doi.org/10.1080/14724049.2022.2106236
  35. Oktay, D. (2011). Kent kimliğine bütüncül bir bakış. İDEALKENT, 2(3), 8-19
  36. Oh, H. C., Uysal, M., & Weaver, P.A. (1995). Product bundles and market segments based on travel motivations: a canonical correlation approach. International Journal of Hospitality Management. 14 (2), 123-137. https://doi.org/10.1016/0278-4319(95)00010-A
  37. Pike, S. (2012). Destination marketing (1st Edition). Taylor & Francis.
  38. Pike, S. (2015). Destination marketing: Essentials (3rd Edition). Routledge.
  39. Preechawong, P., & Sawagvudcharee, O. (2016). The perceived destination ıdentity of stakeholders: a case of Chang Island. Journal of Education and Vocational Research (ISSN 2221-2590). 7 (2), 27-35. https://doi.org/10.22610/jevr.v7i2.1336
  40. Revilla, G., & Dodd, T. (2003). Authenticity perceptions of Talavera Pottery. Journal of Travel Research. 42(1), 94- 99. https://doi.org/10.1177/0047287503253906
  41. Saarinen, J., & Kask, T. (2008). Transforming tourism spaces in changing socio-political contexts: The case of Pärnu, Estonia, As a tourist destination. Tourism Geographie. 10(4), 452-473. https://doi.org/10.1080/14616680802434072
  42. Saraniemi, S. (2009). Destination branding in a country context a case study of Finland in British market (Doctoral dissertation, University of Joensuu). https://www.researchgate.net/publication/42426029_Destination_branding_in_a_country_context_a_case_study_of_Finland_in_British_market
  43. Sthapit, E., Coudounaris, D., & Björk, P. (2018). The memorable souvenir-shopping experience: antecedents and outcomes. Leisure Studies. 37(5), 628–643. https://doi.org/10.1080/02614367.2018.1519031
  44. Swanson, K. K. (2004). Tourists’ and retailers’ perceptions of souvenirs. Journal of Vacation Marketing. 10(4), 363- 377. https://doi.org/10.1177/135676670401000407
  45. Swanson, K. K., & Horridge, P.E. (2006). Travel motivations as souvenir purchase indicators. Tourism Management, 27, 671–683. https://doi.org/10.1016/j.tourman.2005.03.001
  46. Swanson, K. K., & Timothy, D. J. (2012). Souvenirs: icon of meaning, commercialization and commoditization. Tourism Management. 33 (3), 489-499. https://doi.org/10.1016/j.tourman.2011.10.007
  47. Tanrısevdi, A., & Akyurt Kurnaz, H. (2018). Hediyelik eşya satın alma davranışında kültürel özellikler: hediyelik eşya satıcıları açısından bir inceleme. Journal of Travel and Tourism Research, 13, 01-18.
  48. Upshaw, L. B. (1995). Building brand identity: A strategy for success in a hostile Marketplace (1st Edition). John Wiley.
  49. Vujko, A., Arsić, M., & Bojović, R. (2025). From local product to destination ıdentity: leveraging cave-aged cheese for sustainable rural tourism development. Agriculture, 15, 1137. https://doi.org/10.3390/agriculture15111137
  50. Wagner, T., & Rudolph, T. (2010). Towards a hierarchical theory of shopping motivation. Journal of Retailing and Consumer Services. 17(5), 415–429. https://doi.org/10.1016/j.jretconser.2010.04.003
  51. Wheeler, F., Frost, W., & Weiler, B. (2011) Destination brand identity, values, and community: A case study from rural Victoria, Australia. Journal of Travel & Tourism Marketing. Taylor & Francis, 28(1), 13–26. https://doi.org/10.1080/10548408.2011.535441
  52. Wilkins, H. (2011). Souvenirs: what and why we buy. Journal of Travel Research. 49(3), 1-30. https://doi.org/10.1177/0047287510362782
  53. Yanar, A. (2012). Türkiye’de geleneksel turistik hediyelik eşyanın sürdürülebilirliği, [Doktora Tezi, Ankara Üniversitesi]. https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=7WKXQ1ywBTACfy6GAzg19Q&no=P6CK7C-NemI5_yyP3PVPdw
  54. Yıldırım, A., & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. (10. Baskı) Seçkin Yayıncılık