Sustainability of touristic souvenirs in destination marketing: Sinop case

Abstract

In destination marketing, souvenirs are known as tourism-related products because they are commercially produced and sold, as well as reflecting the cultural and traditional elements of the destination region and representing the brand image of the region. In addition to being a memory carrier of the destination region, tourist souvenirs are also known as indicators of people's tastes. Therefore, this study aims to examine tourist souvenirs and their sellers and reveal their impact and importance on destination marketing. Since Sinop has become an important tourism center for the Western Black Sea, it is a province with significant tourism potential with its remarkable nature and rich historical past. Survey technique, one of the quantitative research methods, was used in the study. In this study, the souvenir shops of Sinop province were determined and a questionnaire was applied to the tradesmen who sell souvenirs and design souvenirs. In this way, original product suggestions have been developed that include the impact of the products offered as touristic souvenirs on destination marketing, the impact and importance of the sustainability of the cultural and traditional values of the region. In this way, in this field in our country souvenir and souvenir preferences, which is a subject that has not been emphasized, are discussed. It is aimed to make a contribution to filling the gap. In addition, with this study, local managers and local people have knowledge about the preferences of tourists visiting the region and it is hoped that it will guide them in their future studies. Endemic animals and plants, cultural heritage, geographical signs, important people and events, local handicrafts, historical events and people, local beliefs, local folk songs, etc. should be utilized for diversification and sustainability of touristic souvenirs in Sinop province. Utilizing touristic souvenirs is one of the easiest and most accurate methods for promoting the region with traditional and cultural products bearing its own identity. It is seen that touristic souvenirs in the region are generally produced by the artisans themselves, and some of them buy ready-made products from intermediary companies. It is seen that they represent the region where they meet the expectations of tourists at a high rate. Because one of the touristic products that local or foreign tourists coming to our country definitely buy such as rest, food, shelter is touristic souvenirs, even if the size, quality and material are different. For this reason, the issue of touristic souvenirs is very important in terms of country promotion, association method in destination marketing and sustainability of all values that carry the regional identity of the region. This research is important since there is a limited number of similar studies on the subject of touristic souvenirs and a similar research has not been conducted in the region before.