City brand benefits affecting creative class in choice of place to live

Öz

City brand benefits, affecting the creative class’ choice regarding place to live, are examined in this paper. In this context, an exploratory research design was conducted. Data were collected through in-depth interviews with the participants who have moved to the Menteşe district of Muğla province by their own choice and who are considered (scientist, engineer, physician, researcher, lawyer, etc.) in the creative class. Thematic analysis method was used in the analysis of the data and it was determined that the participants took into account three main themes, 'Aegean culture, natural beauty and location', as city brand benefits in their decision processes. On the other hand, the theme of Aegean culture consists of two sub-themes: lifestyle and human profile. The results revealed what city brand benefits affect the selection of city to live in Turkey by creative class. Thus, this paper contributed to the literature on how the preferences of the creative class are formed in different cultures. In addition, decision makers in the city brand management were allowed to develop strategies and tactics that would reinforce the mentioned themes.

Anahtar Kelimeler

• City brand benefits
• creative class
• residents
• place to live

Yaratıcı sınıfın yaşanacak yer seçimini etkileyen kent markası faydaları

Öz

Bu çalışmada yaratıcı sınıfın yaşayacağı yer seçiminde etkili olan kent markası faydaları araştırılmıştır. Bu bağlamda keşifsel tasarıma sahip ve nitel veri elde edilen bir alan araştırması yapılmıştır. Araştırma kapsamında, Muğla ili Menteşe ilçesine kendi tercihleri ile yerleşmiş olan, yaratıcı sınıfta yer alan meslek sınıflarına (bilim insanı, mühendis, hekim, araştırmacı, avukat vb.) mensup katılımcılar ile yapılan derinlemesine görüşmeler ile veri toplanmıştır. Tematik analiz sonucunda katılımcıların karar süreçlerinde ‘Ege kültürü, doğal güzellik ve konum’ olmak üzere üç ana temayı kent markası faydası olarak dikkate aldıkları tespit edilmiştir. Ege kültürü teması ise yaşam biçimi ve insan profili isimli iki alt temadan oluşmaktadır. Elde edilen sonuçlar ile Türkiye’de yaşayan yaratıcı sınıfın yaşayacağı kenti seçerken kent markası faydasının süreci nasıl etkilediği daha iyi anlaşılmıştır. Böylece yaratıcı sınıfın tercihlerinin farklı kültürlerde ne yönde şekillendiği konusunda yazına katkıda bulunulmuştur. Ayrıca kent markası yönetimindeki karar vericilerin söz konusu temaları pekiştirecek strateji ve taktikler geliştirmesine olanak sağlanmıştır.

Anahtar Kelimeler

• Kent markası faydaları
• yaratıcı sınıf
• kent sakini
• yaşanacak yer

Kaynakça

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