Investigation of the Effect of Geographically Marked Products in the Marketing Activities of Regions: Karabuk Eskipazar Case

Abstract

Purpose – This study aims to determine the gastronomic products of Eskipazar district of Karabük, which is called the "Zeugma of the Black Sea", which are registered with geographical indication and can be registered, and to examine the impact of these products on marketing activities. Design/methodology/approach – This study was conducted using the phenomenology method, a qualitative research design, and data were collected through semi-structured interviews. Findings – The data revealed that gastronomic products with the potential for geographical indication registration, such as Kelem Dolması, Eskipazar Köy Peyniri, Keşkek Çorbası, Cevizli Yahni, Soğan Salması, Kaz Banduması, and Miyane Helvası, offer significant marketing advantages. It was observed that registered products enhance the region's visibility, attract gastronomic tourism, and create a unique brand identity that differentiates local products in broader markets. The absence of currently registered or pending geographical indication products in Eskipazar indicates a need for strategic support and resources to facilitate this process. Discussion – The The research findings show that the traditional culinary culture of Eskipazar is deeply rooted in the local population's dietary habits and daily life. These products, which have the potential to obtain geographical indication registration, can play a significant role in preserving and promoting the region's gastronomic heritage. Eskipazar's traditional dishes also have significant potential for gastronomic tourism, and if properly evaluated, this potential can make substantial contributions to the local economy. However, the bureaucratic and financial burdens of the registration process can be a significant obstacle for small-scale producers. Considering the challenges faced in the registration and promotion process of local products, strategic steps need to be taken.