GastroCity Platformunun Gastrodiplomasi Söyleminde Ulus Markalama: Anholt’un Ulus Marka Altıgeni Ekseninde Bir İnceleme (Nation Branding in the Gastrodiplomacy Discourse of the GastroCity Platform: An Analysis Based on Anholt’s Nation Brand Hexagon)
DOI:
https://doi.org/10.63556/jotags.2026.1923Keywords:
Gastronomy, Gastrodiplomacy, Nation branding, Nation brand hexagon, Nation brand indexAbstract
The Nation Brands Index evaluates a nation’s global image through perceptions across six core dimensions: the reputation of exported goods and services, the appeal of natural and historical tourist destinations, interest in cultural heritage, perceptions of government competence, the quality of life, and the human qualities and skills of its citizens. Gastrodiplomacy, which uses culinary culture as a strategic communication tool, is a form of cultural diplomacy that contributes to creating a positive national image. The central research question is: “How does the discourse on gastrodiplomacy featured on the GastroCity platform construct Türkiye’s intended nation brand identity within the framework of Anholt’s Nation Brand Hexagon?” For this purpose, GastroCity, part of GoTürkiye, was selected as the research setting. The analysis and reporting of findings were conducted using a thematic analysis method based on the nation brand hexagon. The findings indicate that the intended nation brand identity is primarily structured around the dimensions of culture and heritage, as well as tourism; however, it contains areas open to development in the dimensions of exports, people, investment, and migration, and governance. This study offers recommendations to ensure that gastrodiplomacy activities support all dimensions of the nation brand hexagon in a balanced manner.
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