A Model Proposal for Şanlıurfa Towards Destination Branding

Abstract

In today's challenging conditions of competition, destinations take important steps towards differentiation in order to get more share of the cake regarding tourism. At this point, branding is one of the most important breakthroughs. Şanlıurfa is a city that has the potential to host especially faith tourism, cultural tourism and gastronomy tourism. However, the existing facilities are not able to be used effectively for Şanlıurfa to be accepted as a tourist city. The purpose of the study is to determine the tourism potential of Şanlıurfa province in order to be able to become a brand in the destination, to measure the image of the current tourism, to determine the perceptions of local visitors for Şanlıurfa and to suggest a model proposal depending on those points. In the research, quantitative method and descriptive research model were used. In the research, data were obtained from the research sample by using the survey technique. The data obtained were analyzed by using a statistical package program, which is frequently used in social sciences. Within this scope, frequency analysis, factor and reliability analysis, correlation analysis, independent sample t-test, ANOVA and Kruskal-Wallis-H tests were implemented. As a result of the research, it was determined that the perception of brand city does not differ according to age, gender, educational background and monthly income; the answers given to the expressions in Perceived Quality, Perceived Value, Destination Image, Satisfaction and Branded City scales were high. Finally, a model proposal that can benefit the branding of Şanlıurfa as a destination was put forward.