Rethinking Coastal Tourism Diversification in Bodrum: A Qualitative Study of Gastronomy and the Transition from 3S to 4S

Abstract

This study aims to examine the role of gastronomy in Bodrum’s tourism diversification process by exploring the opportunities and limitations of transitioning from a sea-sand-sun (3S) oriented tourism model to a sea-sand-sun-taste (4S) based destination framework. In this study, the position of gastronomy in Bodrum’s tourism structure is addressed through the dimensions of gastronomic identity, tourism diversification potential, socio-economic and environmental impacts, international promotion and branding dynamics, as well as policy and governance issues. The research adopted a qualitative research approach using a phenomenological design. Data were collected through semi-structured interviews with chefs, food and beverage business operators, local producers, tourism professionals, and representatives of public institutions and civil society organizations operating in the Bodrum Peninsula. The collected data were analyzed using thematic analysis, and the findings were systematically structured in line with the research questions. The findings reveal that Bodrum’s gastronomic identity is primarily shaped around Aegean herb cuisine, seafood, olive oil-based dishes, and meze culture. It also demonstrates that gastronomy has the potential to extend the tourism season, diversify the tourist profile, and empower local producers. This study contributes to the literature by providing a multidimensional analysis of gastronomy tourism based on stakeholder experiences in the case of Bodrum. By addressing the transition from 3S to 4S not only at a conceptual level but also through governance, policy, and implementation dimensions, the research offers insights for the development of sustainable gastronomy-based tourism policies in coastal destinations.