Akademik Veri Yönetim Sistemi
Cogent Food and Agriculture, cilt.12, sa.1, 2026 (SCI-Expanded, Scopus)
Traditional foods play a critical role due to their contributions to human health, food security, rural development, and local economies, as well as the benefits they provide to agricultural enterprises. Tourists represent a key factor in enhancing the awareness and broader recognition of these foods. However, empirical knowledge regarding tourists’ perceptions, attitudes, and consumption behaviors toward traditional drinks remains limited. Addressing this gap, the present study provides a comprehensive analysis of international tourists’ perceptions, attitudes, and opinions toward a diverse range of traditional Turkish drinks with the aim of informing marketing strategy development by identifying areas for improvement and growth. Data were gathered through an online survey conducted with 123 international tourists visiting Turkey. Findings reveal Turkish tea, Turkish coffee, and ayran as the most recognized drinks, while Turkish tea, salep, and kefir are the most favored. Significant associations were observed between demographic characteristics and the consumption of specific drinks, highlighting potential areas for growth in production and marketing. The findings offer valuable insights that could shape production and marketing strategies for traditional Turkish drinks, suggesting that emphasizing cultural narratives, consumption rituals, and experiential elements in presentation, packaging design, and promotional campaigns may constitute an effective marketing approach.