İşletme Bilimi ve Uygulamaları Dergisi 2791-8866 Duzce University Marketing Research Methodology Pazarlama Araştırma Metodolojisi Kentsel Pazarlanabilirlik Endeksi (UMI) Tasarımı: Kahramanmaraş Örneğinde AHP–TOPSIS Kullanılarak Çok Kriterli Karar Verme Yaklaşımı Urban Marketability Index (UMI) Design: A Multi-Criteria Decision-Making Approach Using AHP-TOPSIS for the Case of Kahramanmaraş https://orcid.org/0000-0002-4415-3450 Büyükbaş Ömer KAHRAMANMARAŞ SÜTÇÜ İMAM ÜNİVERSİTESİ https://orcid.org/0000-0001-6280-7182 Ayyıldız Hamdi KAHRAMANMARAŞ SÜTÇÜ İMAM ÜNİVERSİTESİ, KAHRAMANMARAŞ SAĞLIK HİZMETLERİ MESLEK YÜKSEKOKULU 04 29 2026 6 1 22 36 09 20 2025 04 07 2026 Copyright © 2021, Journal of Business Science and Applications 2021 Journal of Business Science and Applications

Bu çalışma, şehirlerin rekabetçi konumlarını değerlendirmek amacıyla Kentsel Pazarlanabilirlik Endeksi (KPE) önerisinde bulunmakta ve Türkiye'den Kahramanmaraş ili örnek olay olarak ele alınmaktadır. Analitik Hiyerarşi Süreci (AHS) ve İdeal Çözüme Benzerliğe Göre Tercih Sıralaması Tekniği (TOPSIS) kullanılarak ekonomik, sosyo-kültürel, altyapı ve turizm kriterleri bütüncül bir pazarlanabilirlik puanına entegre edilmiştir. Yöntem kapsamında kriter ağırlıklarının belirlenmesi için uzman görüşlerine başvurulmuş, alt kriterlerin performans puanlaması ise anket çalışmaları aracılığıyla gerçekleştirilmiştir. Elde edilen sonuçlar, “Kültürel Miras ve Turizm Çekiciliği” (ağırlık: 0,282) ile “Ulaşım ve Erişilebilirlik” (ağırlık: 0,214) kriterlerinin Kahramanmaraş’ın pazarlanabilirliği üzerinde en etkili faktörler olduğunu ortaya koymaktadır. Nihai KPE puanı 0,713 (0–1 ölçeğinde) olarak hesaplanmış olup, bu durum Kahramanmaraş’ın güçlü turizm ve gastronomi potansiyeline sahip olduğunu göstermektedir. Ancak, uluslararası tanıtım ve lojistik altyapının geliştirilmesi, kentin rekabet gücünü önemli ölçüde artırabilecektir.

This study uses the Urban Marketability Index (UMI) as a methodological framework to evaluate the competitive position of the city of Kahramanmaraş (Turkey). Economic, socio-cultural, infrastructure and tourism criteria are positioned according to the ideal solution and integrated into a holistic marketability index through the Analytical Hierarchy Process (AHP) and TOPSIS methods. The methodology includes the weighting of each sub-criteria and the evaluation of the effectiveness through expert opinions based on the survey data. The results show that the most effective factors of Kahramanmaraş's competitiveness are “Cultural heritage and tourist attraction” (weight: 0.282) and “Transportation and accessibility" (weight: 0.214). the final UMI rating equal to 0.713 (on a scale of 0-1) shows that although Kahramanmaraş has a high tourist and gastronomic attractiveness, improving the international advertising and logistics infrastructure can significantly increase its competitiveness.

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