The convertion of intangible cultural heritage elements to innovative tourism products: a case study.

Tourism establishments turn to innovative products and services to survive in the fiercely competitive environment. Including intangible cultural heritage elements in their innovative products can provide various benefits to tourism establishments, while also creating awareness about intangible cultural heritage. In this regard, this study considers the conversion of intangible cultural heritage into tourism products through innovative ideas. A case study is presented of the "Turkish Coffee Trail Tour", in which Turkish coffee culture and tradition is converted into a tourism product by Antonina Tourism Travel Agency which operates in Istanbul. The findings obtained from the study show that while this innovative product contributes to the firm s competitive advantage, image, and loyal customer base, it also contributes to the protection and sustainability of Turkish coffee culture and tradition.