Kentin Pazarlama ve Markalaşmasına Yönelik Eylemlerin Turizme Etkilerinin Eskişehir Örneğinde İncelenmesi

Yıl 2013, Cilt: 4 Sayı: 8, 150 - 169, 31.01.2013

Sevin Aksoylu

Öz

1970’lerden sonra ekonomideki yapısal değişimler, fiziksel yapıyı da etkisi altına almış ve kentlerin pazarlanması olgusu bir kentsel politika olarak ortaya çıkmıştır. 1980’lerden itibaren kent pazarlama stratejileri, ürün/sunum odaklı yakla-şımdan talep odaklı bir yaklaşıma geçmiş ve kentsel yaşam kalitesinin arttırılarak hedef kitlelerde talep yaratılması ve kentin çekici hale getirilmesi önem kazanmıştır. Kent pazarlama kavramı, bir kentin ya da bölgenin, hem potansiyel hem de mevcut yatırımcılarına, turistlere, mevcut ve potansiyel yaşayanlarına çekici hale getirilmesi için imajının yeniden inşası ve satılması anlamında kullanılmaktadır. Turistleri ve ziyaretçileri çekmek için kentin canlılığı ve ziya-retçinin o kentte yapılacak ve görülecek çok şey olduğu hissine kapılması, fakat çok fazla zamanı olmaması nedeniyle yeniden gelme arzusunda olması gibi birincil parametreler yanında, müze, sanat galerisi, tiyatro, konser salonları, sinemalar, kongre merkezleri gibi kültürel kullanımlar, kapalı ve açık spor olanakları, gece kulüpleri, düzenlenen etkin-likler, festivaller gibi eğlenceye yönelik donatılar, parklar ve yeşil alanlar, yapay plaj, ilgi çekici yapılar, dini yapılar, kültürel miras, misafirperverlik, güvenlik ve yerel gelenekler gibi ikincil parametreler de bulunmaktadır. Bu makalede, kentsel dönüşüm ve imaj oluşturma eylemleri yoluyla kentin pazarlanması ve markalaşmasına yönelik etkinliklerin kent turizmine etkileri Eskişehir örneğinde analiz edilecektir.

Anahtar Kelimeler

kentlerarası rekabet, kent pazarlama, marka kent, imaj oluşturma

The Effects of the City Marketing and Branding Activities on Tourism: The Case of Eskişehir

Öz

After the 1970s, structural changes in the economy have affected the physical structure of the cities and the city marketing concept emerged as an urban policy. Since the 1980s, the city marketing strategies have been transformed into demand–oriented approach from the product/ presentation-oriented approach. By increasing the quality of urban life, the creation of demand of the target groups and making the city an attractive place has gained importance. City marketing is defined as the thepractice of selling and reconstructing the city image so as to make it attractive to economic enterprises, tourists and inhabitants of that place. One of the most primary elements to attract tourists and visitors is that the visitor leaves with the feeling that there were so manythings to do and see but that s/he did not have enough time and so wants to come back. Cultural facilities, such as museums and art galleries, theaters, concert halls, cinemas and convention centers, indoor and outdoor sport facilities, amusement facilities, such as nightclubs, casinos, organized events and festivals, parks and green areas, water canals, artificial beach, interesting buildings, religious buildings, sites of cultural heritage, hospitality, safety and local customs are the other elements toattract tourists. This paper examines the activities related to the urban regeneration and image-making activities on the city marketing and urban branding procedures in the case of Eskişehir.

Anahtar Kelimeler

interurban competition, city marketing, urban branding, image-making

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