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Son yıllarda turizm pazarından daha fazla pay alabilmek için destinasyonlar arasında kıyasıya bir rekabet yaşanmaktadır. Destinasyonların kendilerini ifade edebilecekleri, onlara rekabet avantajı sağlayabilecek, ayırt edilebilir, doğru ve akılda kalıcı marka kimliği oluşturmaları gerekmektedir. Zira marka kimliği, turistlerin tercih ve kararlarında önemli rol oynamaktadır. Bu araştırmada, Türkiye’de en fazla turist çeken İstanbul, Antalya, Muğla, İzmir, Ankara, Nevşehir, Aydın, Denizli, Gaziantep ve Hatay kentlerinin marka kimlikleri incelenmiştir. Bu kentlerin marka kimliklerinde hangi renkleri kullandıkları, hangi turistik değer ve yerel sembollerle ön plana çıkmaya çalıştıkları, hangi sloganları kullandıkları ve logolarında kendilerini nasıl konumlandırdıkları tespit edilmeye çalışılmıştır. Araştırma verileri, 10 kente ait dokümanların, web sitelerinin, tanıtım filmlerinin ve kataloglarının incelenmesinin yanı sıra kentlerin ilgili kurumlarıyla elektronik posta ve telefonla iletişime geçilerek elde edilmiştir. Elde edilen verilerin içerik analizleri yapılmıştır. Araştırmanın önemli bulgularından birincisi; bu kentlerin tamamının tarihi ve kültürel değerlerini ön plana çıkarmaya çalıştıkları, Gaziantep ve Hatay’ın ayrıca gastronomik değerlerine de vurgu yaptıkları görülmektedir. İkinci önemli bulgu; bu kentlerin kent, belediye ve valilik logolarının birbirinden farklı olduğu, kentlerin ortak bir logosunun olmadığı tespit edilmiştir. Araştırmada dikkat çeken bir diğer bulgu ise; Ankara, Nevşehir ve Denizli’nin hali hazırda turistik sloganının olmamasıdır. Sonuç olarak İstanbul, Antalya ve Gaziantep’in turistik anlamda önemli oranda kendilerine özgü kentsel marka kimliği oluşturabildikleri, diğer kentlerin de marka kimliği oluşturma çabasında oldukları söylenebilir. Türkiye’deki kentlerin güçlü marka kimliğine ihtiyacı olduğu anlaşılmaktadır. Kentlerin turistik planlama ve pazarlama faaliyetlerinde bu konuyu da dikkate almaları önerilmektedir.
In recent years, there is a fierce competition among destinations to get more share from the tourism market. Destinations; they need to create a distinctive, accurate, and permanent brand identity that can express themselves and provide them with competitive advantage. Because brand identity plays an important role in tourists’ choices and decisions. In this study, brand identity of the cities of Istanbul, Antalya, Muğla, İzmir, Ankara, Nevşehir, Aydın, Denizli, Gaziantep and Hatay that attracts most tourists in Turkey were examined. It has been tried to determine which colors they use in their brand identities, which tourist values and local symbols they try to outline, which slogans they use and how they position themselves in logos. The research data was obtained by reviewing the documents, websites, promotional films and catalogues of the 10 cities, as well as communicating with the related institutions of the cities via electronic mail and telephone. Content analysis of the obtained data was done. The first of the important findings of the research; all of these cities are trying to bring their historical and cultural values to the forefront, Gaziantep and Hatay are also emphasizing their gastronomic values. The second important finding is; it has been determined that the cities, municipalities and governor's logos of these cities are different from each other and that there is no common logos of the cities. Another finding that draws attention in the research is; Ankara, Nevsehir and Denizli have not already had a tourist slogan. As a result, it can be said that Istanbul, Antalya and Gaziantep can create their unique urban brand identity in a significant sense in tourism and other cities are trying to establish brand identity. It is understood that the city needs a strong brand identity in Turkey. It is suggested that cities should take this issue into consideration in their tourist planning and marketing activities.
In recent years, there is a fierce competition among destinations to get more share from the tourism market. Destinations; they need to create a distinctive, accurate, and permanent brand identity that can express themselves and provide them with competitive advantage. Because brand identity plays an important role in tourists' choices and decisions. In this study, brand identity of the cities of İstanbul, Antalya, Muğla, İzmir, Ankara, Nevşehir, Aydın, Denizli, Gaziantep and Hatay that attracts most tourists in Turkey were examined. It has been tried to determine which colors they use in their brand identities, which tourist values and local symbols they try to outline, which slogans they use and how they position themselves in logos. The research data was obtained by reviewing the documents, web sites, promotional films and catalogs of the 10 cities, as well as communicating with the related institutions of the cities via electronic mail and telephone. Content analysis of the obtained data was done. The first of the important findings of the research; all of these cities are trying to bring their historical and cultural values to the forefront, Gaziantep and Hatay are also emphasizing their gastronomic values. The second important finding is; it has been determined that the cities, municipalities and governor's logos of these cities are different from each other and that there is no common logos of the cities. Another finding that draws attention in the research is; Ankara, Nevsehir and Denizli have not already had a tourist slogan. As a result, it can be said that Istanbul, Antalya and Gaziantep can create their unique urban brand identity in a significant sense in tourism and other cities are trying to establish brand identity. It is understood that the city needs a strong brand identity in Turkey. It is suggested that cities should take this issue into consideration in their touristic planning and marketing activities.
Alan : Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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