The collaboration aims to contribute to the promotion of sustainable food consumption, environmentally friendly practices, and innovative approaches to food across the tourism sector. The FRAME project, which seeks to understand the behavioural factors influencing food choices and develop practices that encourage individuals to make more sustainable choices, focuses on implementing sustainability principles in everyday life and business processes. In this context, bringing academic knowledge together with industry experience and evaluating the approaches developed in real-life settings are of particular importance.

Located in Denizli city centre, North Point Hotel stands out not only for its accommodation services but also for its restaurant and meeting facilities. The hotel's food and beverage services provide a suitable setting for the collaboration, allowing food consumption and sustainability issues to be addressed within the context of the tourism sector.

Under the collaboration to be carried out on behalf of Pamukkale University by Prof. Dr. Şahin Kapıkıran and North Point Hotel Manager Mehmet Fırıncıoğlu, the aim is to raise awareness of sustainable food consumption, evaluate environmentally friendly approaches, and strengthen knowledge-sharing between academia and the tourism sector in line with the objectives of the FRAME project.

The FRAME project, which will run for 36 months, supports the development of sustainable food systems and the promotion of more environmentally friendly consumption habits through educational activities, stakeholder collaborations, and innovative learning tools.