Assessing the Impact of City Brand Attributes on Residential Preference in the Context of Pandemic

Öz

This study examines how urban residents’ evaluations of city brand attributes in shaping their choice of place to live have changed following the pandemic. A qualitative research design was adopted, and an exploratory process was structured. The study was conducted within the framework of a case study approach; data were collected through semi-structured, in-depth interviews and analyzed using thematic analysis. Evaluations are categorized under natural environment, socio-cultural facilities, population density and structure, employment conditions, and public services. Public services encompass local government, healthcare, and transportation sub-themes. Findings indicate that recreation opportunities and low population density have become primary determinants in city branding following the pandemic. While public service quality and natural beauty gained importance, the impact of leisure activities and socio-cultural facilities varied based on professional backgrounds. Results demonstrate that the pandemic reshaped city brand perception around recreational quality of life. The pursuit of health and safety has merged with the need for quality leisure time utilization. In city branding strategies, a holistic approach prioritizing low-density settlements, service quality, and recreation areas within natural environments is essential.

Anahtar Kelimeler

• Residents
• recreation areas
• leisure management
• quality of life.

Etik Beyan

Ethical approval for data collection phase was obtained from the Ethics Committee for Social and Human Sciences Research of Muğla Sıtkı Koçman University under Decision No. 339, dated 15 September 2021.

Kent Markası Niteliklerinin Yaşanacak Kent Tercihi Üzerindeki Etkisinin Küresel Salgın Bağlamında Değerlendirilmesi

Öz

Bu çalışmada, kent sakinlerinin kent markası niteliklerine ilişkin değerlendirmelerinin küresel salgın sonrasında nasıl değiştiğinin ortaya koyulması hedeflenmiştir. Araştırmada nitel araştırma deseni benimsenmiş ve keşifsel bir süreç kurgulanmıştır. Bu kapsamda durum çalışması yaklaşımı kullanılmış, veriler yarı yapılandırılmış derinlemesine görüşmeler yoluyla toplanmış ve tematik analiz ile çözümlenmiştir. Katılımcıların değerlendirmeleri doğal çevre, sosyal ve kültürel imkânlar, nüfus yoğunluğu ve yapısı, iş olanakları ve koşulları ile kamu hizmetleri temaları altında toplanmıştır. Kamu hizmetleri teması; yerel yönetim çalışmaları, sağlık hizmetleri ve ulaşım olanakları alt temalarını içermektedir. Bulgular, salgınla birlikte kent markası tercihlerinde rekreasyon olanaklarının ve düşük nüfus yoğunluğunun temel belirleyici haline geldiğini göstermektedir. Nitelikli kamu hizmetleri ve doğal güzellikler önem kazanırken, sosyal-kültürel imkânlar ile boş zaman aktivitelerinin marka algısındaki etkisi katılımcıların mesleki koşullarına göre farklılaşmıştır. Sonuçlar, salgının kent markası algısını rekreasyonel yaşam kalitesi odağında yeniden şekillendirdiğini kanıtlamaktadır. Özellikle sağlık ve güvenlik arayışının, boş zamanları nitelikli değerlendirme ihtiyacıyla birleştiği görülmektedir. Kent markası stratejilerinde düşük yoğunluklu yerleşimler, kamu hizmet kalitesi ve rekreasyon alanlarını kapsayan doğal çevre unsurlarının bütüncül bir yaklaşımla ele alınması kritik öneme sahiptir.

Anahtar Kelimeler

• Kent sakinleri
• rekreasyon alanları
• boş zaman yönetimi
• yaşam kalitesi.

Etik Beyan

Makalede, ulusal ve uluslararası araştırma ve yayın etiğine uyulduğunu yazarlar beyan eder. Aksi bir durumun tespiti halinde GSI Journals Serie A: Advancements in Tourism Recreation and Sports Sciences Dergisinin hiçbir sorumluluğu olmayıp, tüm sorumluluk makale yazarlarına aittir. Makalede, veri toplama aşaması için gerekli etik kurulu belgesi Muğla Sıtkı Koçman Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları Etik Kurulu 15.09.2021 tarihli 339 sayılı karar ile düzenlenmiştir.

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