A Potential Gastronomic Product in Destination Marketing: Karaman Pestelma

Abstract

Purpose- This study aims to examine the economic, cultural, and tourism-related impacts of Pestelma, a newly introduced gastronomic product unique to Karaman. Pestelma reflects Karaman's leadership in apple production and is a dessert produced entirely using natural methods. It is created by processing secondary apple products such as dried apple, fruit leather, and marmalade through an innovative technique. The research was conducted using a qualitative methodology with a case study design, and the data were collected through semi-structured interviews with a municipal official from Karaman. Design/methodology/approach – The research was carried out using a qualitative method, using a case study design, and the data were collected through semi-structured interviews with official from Karaman Municipality. Findings – Pestelma is seen as a strategic product with the potential to contribute to Karaman’s economic development. It has the capacity to drive the formation of sub-sectors, enhance local employment, support regional development, and serve as a unique souvenir representative of Karaman. Pestelma’s natural composition and compatibility with healthy eating trends make it appealing in both domestic and international markets. Furthermore, accelerating the geographical indication registration process and diversifying the product range stand out as crucial strategic steps for enhancing its brand value. Discussion – The study concludes with recommendations to expedite the geographical indication registration of Pestelma, support local producers in developing sub-sectors, and promote the product at gastronomy festivals and international culinary events. Additionally, adopting digital marketing strategies, diversifying the product portfolio, and improving sustainable production methods are suggested as critical steps to strengthen Pestelma's role in branding Karaman and contributing to its economic growth.