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Doğal ve beşerî turizm kaynaklarını bünyesinde barındıran kentler, geçmişten günümüze turistlerin yoğun ilgi ve talebiyle karşılaşmaktadır. Modern turizmin gelişmeye başladığı ilk dönemden bu yana kıyı turizminin egemenliği söz konusudur. Son yıllarda kıyı turizmi ekseninde gelişen kentler, yoğun turizm talebine paralel olarak taşıma seviyesinin üzerinde turist akışı sebebiyle doyum noktasına ulaşmış durumdadır. Kıyı yerleşmelerinde bulunan doğal mekânların hızla tüketimi, tarihi ve kültürel mekanları ön plana çıkaran alternatif turizm kaynaklarının turistik açıdan değer kazanmasını sağlamıştır. Kentler, turizm ekonomisinden daha fazla pay almak amacıyla, kendine özgü tarihi ve kültürel mekanları markalaştırma yoluna gitmektedir. Bu bağlamda kentler arasındaki markalaşma ve kentsel kimlik oluşturma olgularının küreselleşme süreciyle olan ilişkisi birçok bilim dalı için ilgi çekici durumdadır. Turistlerin, sözü edilen fiziki ve beşeri turizm kaynaklarını mekânsal kimlik haline getiren kentlere olan ilgisi ve talebi gün geçtikçe daha da artmaktadır. Bu talebin odak noktası, markalaşmış ve kentsel kimlik haline gelmiş turistik değerleri görmek ve kültürel deneyim kazanmak olarak açıklanabilir. Bu araştırma, turizm kentlerinin kent kimliklerini oluşturmak ve bu kimliklerin markalaşmasıyla küreselleşme süreci arasındaki ilişki ve etkileri incelemek amacıyla hazırlanmıştır. Çalışmanın amacı, küreselleşme sürecinde kendine özgü fiziki ve beşeri turizm kaynaklarını kimlik haline getirip küresel turizm pazarına iyi bir şekilde tanıtan ‘Marka kentler’ ile sözü edilen kaynakları mekânsal kimlik haline getirme konusunda yetersiz kalmış, bu sebepten henüz “marka kent” olma yarışında geride kalmış turizm kentleri arasındaki farkları ortaya koymaktır. Araştırmanın amacına uygun olarak mekânsal markalaşmanın küreselleşme süreci üzerindeki etkisini ortaya koymak adına sözü edilen kentlerin betimsel analiz yöntemiyle karşılaştırması yapılmıştır. Araştırmanın hazırlık aşamasında marka kent kavramına uyan 16 Avrupa ülkesinden 28 şehir ziyaret edilmiştir. Bu kentler içinde Paris, Roma, Floransa ve Strazburg şehirleri örneklem olarak belirlenmiştir. Bu şehirlerin sahip olduğu doğal, tarihi ve kültürel birikimin markalaştırılması ve kimlik haline getirilmesi bağlamında küresel turizm pazarında daha çok öne çıktığı sonucuna varılmıştır.
The cities including natural and human tourism sources have been facing the intense interest and demand of tourists from past to present. Coastal tourism has had a dominance since the first developmental period of modern tourism. In recent years, the cities developed by the sphere of coastal tourism have reached saturation point because of the overbearing level of tourist flow - parallel to intense tourism demand. Fast consuming the natural environmental places in the coastal areas has led the alternative tourism sources that highlight historical and cultural places to gain tourist value. Cities follow the path of branding their own historical and cultural places to take more piece from tourism economy. In this context, the relationship between globalization and branding of cities among other cities and forming identity facts has led an interest for most sciences. The interest and demand of tourists for the cities that form the spatial identity of physical and human tourism sources mentioned above have been getting stronger day by day. The focal point of this demand is to see tourist values and gain cultural experiences that transformed into brandind and city identity. This research is prepared to form the city identities of tourism cities and study the relationship and effects between the branding of city identities and the globalization process. The aim of the study is to put the differences between the tourist cities that fail to turn their physical and human tourism sources into spatial identity and fall behind in the competition and not become a "brand city" in the globalized tourism market. In accordance with the method of the research, the descriptive comparative study of these cities has been carried out in the name of the effects of spatial branding on the globalization process. In the preparation phase of the research, 28 cities of 16 European countries that are competitive with the concept of brand city were visited. Among these cities Paris, Rome, Florence and Strazburg are determined as the sample ones. It has been concluded that these cities have a bigger role in the globalized tourism market since they have branded and identified their natural, historical and cultural sources.
The cities including natural and humane tourism sources have been facing the intense interest and demand of tourists from past to present. Coastal tourism has had a dominance since the first developmental period of modern tourism. In the recent years, the cities developed by the sphere of coastal tourism have reached saturation point because of the over bearing level of tourist flow - parallel to intense tourism demand. Fast consuming the natural environmental places in the coastal areas has led the alternative tourism sources that highlight historical and cultural places to gain touristic value. Cities follow the path of branding their own historical and cultural places to take more piece from tourism economy. In this context, the relationship between globalisation and branding of cities among other cities and forming identity facts has led an interest for most sciences. The interest and demand of tourists for the cities that form spatial identity of physical and humane tourism sources mentioned above have been getting stronger day by day. The focal point of this demand is to see touristic values and gain cultural experiences that transformed into brandind and city identity. This research is prepared to form the city identities of tourism cities and study the relatioship and effects between the branding of city identities and globalisation process. The aim of the study is to put the differences between the touristic cities that fail to turn their physical and humane tourism sources into spatial identity and fall behind in the competition and not become a “brand city” in the globalised tourism market. In accordance with the method of the research, the descriptive comparative study of these cities has been carried out in the name of the effects of spatial branding on the globalization process. In the preparation phase of the research, 28 cities of 16 European countries that are compitable with the concept of brand city was visited. Among these cities Paris, Rome, Florence and Strazburg are determined as the sample ones. It has been concluded that these cities have a bigger role in the globalized tourism market since they have branded and identified their natural, historical and cultural sources.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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