Özet:

For some cities one of the most important elements of brand city studies is cultural heritage. In this study, the role of cultural heritage attitudes, awareness, loyalty and prestige in the creation of economic value and under the economic value; perceived city quality, intention to buy, intention to revisit the city have been examined on brand city market performance. The aim of the study is to contribute to the brand city marketing studies by getting attention to cultural heritage attitude, awareness, loyalty, prestige and economic value. Sinop province which has been selected a case study that has been considered as rich city with cultural heritage with the reason of its discursive situation on city branding. According to survey results conducted by 165 people, cultural heritage has been significant in the relation with the cultural heritage attitudes, awareness and prestige but the effect of loyalty has not been significant on brand city market performance. However, the significance of the cultural heritage attitude, awareness, prestige and loyalty variables has been significant in the effect on brand city market performance. At the end of this research it has been found that the perceived quality, economic value, and revisit intention examined under the economic value affected the brand city market performance.  This research has been pointed to the rich cities with heritage should not ignore the economic value of cultural heritage in branding and should take attention the role of cultural heritage in brand market performance.

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