Özet:

Competition in the world leads cities to develop branding strategies. Cities can become brands when they can turn their differences into a unique experience for their visitors. Cities with a strong brand become a center of attraction in the target market and contribute to the country’s economy by raising its social and economic standards. The aim of the research is to present the current situation in terms of Bursa’s silkworm production and to provide suggestions for the development of the world’s highest quality silkworm produced in Bursa destination and to increase the contribution of silk to Bursa destination brand. In line with the purpose of the research, exploratory research was conducted. It has been emphasized that sericulture should be managed with the cooperation of all stakeholders in Bursa. It has been revealed that the establishment of sericulture-oriented entrepreneur or company universities is extremely important for Bursa brand.

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