The Effect of Perceived Urban Competitiveness on Urban Branding: The Case of Duzce Province Ecotourism

Abstract

The purpose of this study; is to examine the relationship between perceived urban competitiveness and urban branding. The research universe constitutes the province of Düzce. In the research, convenience sampling method was selected as sampling strategy. The data were collected via a survey technique. Accordingly, 423 questionnaires were distributed in total and 394 questionnaires were analyzed. Data obtained by using quantitative methods; were analysed via factor, correlation and multiple linear regression analyzes were performed. According to the results of the factor analysis, six dimensions related to perceived urban competitiveness and six dimensions related to urban branding were revealed. Dimensions related to perceived urban competitiveness; advanced factor conditions, specialized factor conditions, demand conditions, relevant and supportive industries, firm strategy-structure and competition and the role of the state. The dimensions of city branding consist of the level of awareness of the city, the attractiveness of the city's physical environment, the level of potential possibilities of the city, the level of vitality of the city, the level of awareness of the local people and the quality level of the city's public facilities. As a result of multiple linear regression analysis; urban competitiveness dimensions (specialized factor conditions, demand conditions and the role of the government) were determined to have a significant impact on urban branding dimensions.