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This study aims to document the hypogea churches in Lay Gayint Woreda, South Gondar, to provide information for future tourism development practices and serve as insurance against loss of value due to unmanaged deteriorative factors.

The study followed a descriptive research design with qualitative research approach. Data were collected through field observations, interviews and written sources examination.

The study explored the lesser-known hypogea churches, which have significant tourist attraction values, including environmental, historical and architectural significance. However, the use of these potential cultural resources for tourism development is not yet attempted, and their conservation status is found to be critical. This documentation work is significant both for the sake of future tourism development plans and as insurance against looming cultural losses.

This study did not record the ancient treasures of the churches because of the current political instabilities that hindered the access of data. However, it has implication for the need of an extensive documentation activity to trace the cultural resources in the remote areas of the country for future tourism development and conservation practices.

This paper documented the remote hypogea churches not only for the purpose of future tourism development plan but also as an insurance of their values against unmanaged destructive factors.

The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.