Abstract:

Today, with the rapid development of technology and increased transportation capabilities, a competition has emerged between the cities. Cities that want to improve their economic, social and cultural development, by conducting their branding and image work in a systematic way, try to get more in front of their competitors. The city’s marking process is based on economic reasons. In this process, factors like attracting more visitors, getting more income can play a role. The city image, which has become an important concept on which all national and local elements are accurately standing, is seen as a concept that will bring economic values to the city. Therefore, the fact of how the image of cities is perceived, as well as how the image of people living in the city has become increasingly important. In this study aimed at determining the perception-image of the Yozgat province in Turkey, the "elements that make up the city image will also determine how that city will be perceived" is moving from the assumption. The study tries to figure out what the image theme Yozgat has, what the sub-images and abstract image elements are and how the image of the city people is. In the study, literature scan and field research methods were used. The data collection technique was used as "anket form" and the survey application was carried out using the face-to-face conversation technique with 1067 people selected by the 20 province layer sample method. The result of the study is to identify how successful the applications made to date in Yozgat, which is the brand city activity carried out by the "measurement of the Yozgat image", is also intended to identify how successful the applications made to date.

Abstract:

The process of city branding bases on economic motivations. In this process factors such as; attracting more visitors or getting a bigger share of investments can have important roles. In the process of branding a city; image of the City, quantity and quality of the services which city offers and the experinces, beliefs and behaviours of the people of the city. Today, cities seen the importance of branding and aimed to branding the city for adding value to city, increasing their preferability, to distinguish and compete with another cities. The hypothesis of this study is “the elements of city image determine that how the city will be perceived”. This study is the first work about; Theme of Yozgat’s image, sub-images and intangable images of Yozgat, the image of the city’s people. Literature resarch and field research will be used for this study and “survey forms” will be used for collecting data. Surveys will be conducted by using face-to-face interview technique with random selected 1067 people on 20 cities. As a result of the study, the succession of Yozgat’s branding activities will be determined by “measuring the Yozgat image”.

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