Kentlerin markalaş(ama)ması ve yerel dinamikler: Van ili örneği

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Thesis Type: Postgraduate

Institution Of The Thesis: Van Yüzüncü Yıl University, Sosyal Bilimler Enstitüsü, TURİZM İŞLETMECİLİĞİ ANABİLİM DALI, Turkey

Approval Date: 2019

Thesis Language: Turkish

Student: EMRE KARADUMAN

Principal Supervisor (For Co-Supervisor Theses): Emine Cihangir

Co-Supervisor: Mehmet Şeremet

Open Archive Collection: AVESIS Open Access Collection

Abstract:

This study focuses on emerging ideas in the branding and non-branding experience of Van city on the basis of the local participants who have been taken role in the state bodies, NGOs and private sectors and whose experiences were thought to be valuable in branding/non-branding process of a city. In this context, this study aims to provide an exhaustive account of branding process of a city and define the principles of non-branding issue which seems to be an important step in shaping the strategies of city branding. In the data collection process, a phenomenology model of qualitative design was employed in research design of this study and thirty people who are local actors in decision making process of the city were interviewed. The participants' views on branding and branding cities were both conceptualised and theorised on the basis of the experiences of the participants. According to the findings of this thesis, the branding issue were conceptualised under such concepts as symbols, valuable and effective products. As for the process of city branding process, the first step should be infrastructure of the city with an emphasis on social and cultural perspective. The second, raising awareness of the local people is important to create a community-based mind-set amongst the people who are actively living in the Van city. Third step should focus on strategy development for the future of city and agreed plan for the implementation of these strategies. The final stage is to make decision on the touristic values of the city to be reflecting the social and cultural assets and to set up a protection plan. However, non-branding concept is mainly conceptualised under the terms of the lack of togetherness, the negative social-cultural background of the city; the lack of visionary managers in the town; the lack of an agreed a city branding strategy. After all, this study has been finalised with a set of suggestions for the practitioners as well as the scientific contribution of the study in the literature. Keywords: Tourism, Brand, Branding, city branding, non-branding and local actors.