City Studies in Marketing: The Past, Present and the Future of Turkish Cities

Öz

In an age where boundaries have dissolved, and rapid urbanization has left its mark, city marketing has emerged as a vital strategy to attract investments, tourists, visitors, and individuals conducive to urban development. This multidimensional approach, extending beyond the confines of traditional advertising, seeks to promote cities as unique and vibrant destinations, encompassing economic, social, and cultural dimensions, thus underscoring the increasing significance of effective city marketing strategies. Due to its pivotal role in the competitive and sustainable development of cities, the subject of city marketing and branding has garnered mounting interest from governments and the academic community. City branding, encompassing the promotion and communication of a city's image and identity, has become a focal point for city managers worldwide as they endeavor to manage city brands effectively. The wide-ranging economic and social impacts of city marketing strategies have driven academic researchers to intensify their focus on the interaction between urban development, city branding, and perception management. This study aims to evaluate the status of cities in Turkey concerning city branding and marketing through postgraduate studies while also providing insights into the evolution of scientific studies related to city marketing and branding over time, using bibliometric analysis. This approach aims to identify key trends, concepts, and keywords, with an emphasis on themes such as city identity, place branding, stakeholder engagement, digital marketing, sustainability, economic development, tourism promotion, and innovation/creativity. The findings reveal significant interest in these topics within Turkey, particularly in Istanbul, based on the analysis of Turkish postgraduate theses. This study underscores the growing global interest in city marketing and branding, providing a foundation for future research, including investigations into city branding during crisis periods, the integration of social responsibility and sustainability into branding strategies, and the impact of technology on city branding.

Anahtar Kelimeler

• City marketing
• City branding
• Urban development
• Bibliometric analysis
• Marketing strategies

Pazarlamada Şehir Çalışmaları: Türk Şehirlerinin Dünü, Bugünü, Geleceği

Öz

Sınırların kaybolduğu ve hızlı kentleşmenin damgasını vurduğu bir çağda, şehir pazarlaması, yatırımları, turistleri, ziyaretçileri ve kentsel kalkınmaya faydalı bireyleri çekmek için çok önemli bir strateji olarak ortaya çıkmıştır. Şehirleri benzersiz ve canlı destinasyonlar olarak tanıtmaya yönelik, geleneksel reklam sınırlarının ötesine geçerek ekonomik, sosyal ve kültürel yönleri de kapsayan çok boyutlu yaklaşım, etkili şehir pazarlama stratejilerinin artan öneminin altını çizmektedir. Şehir pazarlaması ve şehir markalaşması konusu, şehirlerin rekabetçi ve sürdürülebilir kalkınmasında önemli rol oynadığı için, hükümetlerin ve akademik topluluğun her geçen gün daha da ilgisini çeker hale gelmiştir. Bir şehrin imajının ve kimliğinin tanıtımını ve iletişimini içeren şehir markalaşması dünya çapındaki şehir yöneticileri şehir markalarını etkili bir şekilde yönetmeye çalıştıkça önemli bir odak noktası haline gelmiştir. Şehir pazarlama stratejilerinin geniş kapsamlı ekonomik ve sosyal etkileri olduğundan, kentsel gelişim, şehir markalaşması ve algı yönetimi arasındaki etkileşim akademik araştırmacıların bu konuya yoğunlaşmasına sebep olmuştur. Bu çalışma, Türkiye'deki şehirlerin şehir markalaşması ve pazarlamasındaki durumunu lisansüstü çalışmalar aracılığıyla değerlendirmeyi ve şehir pazarlaması ve markalaşması ile ilgili uluslararası dergilerde yayımlanmış bilimsel çalışmaların zaman içindeki gelişimine dair içgörüler sunmayı amaçlamaktadır. Bibliyometrik analiz yardımıyla hazırlanan bu çalışma; şehir kimliği, yer markalaşması, paydaş katılımı, dijital pazarlama, sürdürülebilirlik, ekonomik kalkınma, turizm tanıtımı ve yenilikçilik/yaratıcılık gibi temaları vurgulayarak temel eğilimleri, kavramları ve anahtar kelimeleri tanımlamaktadır. Analiz sonuçlarına göre Türkiye'deki lisansüstü tezlerde, özellikle İstanbul’a yönelik önemli bir ilgi olduğunu göstermektedir. Çalışmanın bulguları, bu konulara yönelik küresel ilginin arttığını ortaya koymakta ve kriz dönemi şehir markalaşması, sosyal sorumluluk ve sürdürülebilirlik entegrasyonu ve teknolojinin şehir markalaşması üzerindeki etkisini inceleyen gelecekteki araştırmalar için bir temel sağlamaktadır.

Anahtar Kelimeler

• Şehir pazarlaması
• Şehir markalaşması
• Kentsel gelişim
• Bibliyometrik analiz
• Pazarlama stratejileri

Kaynakça

1. Aaker, D. A., & Moorman, C. (2017). Strategic market management. John Wiley & Sons.
2. Acharya, A., & Rahman, Z. (2016). Place branding research: a thematic review and future research agenda. International Review on Public and Nonprofit Marketing, 13, 289-317.
3. Acuti, D., Mazzoli, V., Donvito, R., & Chan, P. (2018). An Instagram content analysis for city branding in London and Florence. Journal of Global Fashion Marketing, 9(3), 185-204.
4. Anholt, S. (2006). The Anholt-GMI city brands index: How the world sees the world's cities. Place branding, 2, 18-31.
5. Anholt, S. (2007). The New Brand Management for Nations, Cities and Regions. Competitive Identity and Development»/Palgrave Macmillan Ltd, 6.
6. Anttiroiko, A.-V. (2014). The political economy of city branding. Routledge.
7. Ashworth, G. J., & Voogd, H. (1990). Selling the city: Marketing approaches in public sector urban planning. Belhaven Press.
8. Ashworth, G., & Kavaratzis, M. (2009). Beyond the logo: Brand management for cities. Journal of Brand management, 16, 520-531.

9. Atabay, E., Çizel, B., & Ajanovic, E. (2019). Akıllı şehir araştırmalarının R programı ile bibliometrik analizi. 20. Ulusal Turizm Kongresi, 20, 1130-1137.
10. Audouin, C. (2022). The role of multi-level governance in branding medium-sized cities: the case of Nantes, France. Cities, 123, 103577.
11. Aydoghmish, F. M., & Rafieian, M. (2022). Developing a comprehensive conceptual framework for city branding based on urban planning theory: Meta-synthesis of the literature (1990–2020). Cities, 128, 103731.
12. Balducci, A., & Checchi, D. (2009). Happiness and quality of city life: The case of Milan, the richest Italian city. International Planning Studies, 14(1), 25-64.
13. Belderbos, R., Du, H. S., & Slangen, A. (2020). When do firms choose global cities as foreign investment locations within countries? The roles of contextual distance, knowledge intensity, and target-country experience. Journal of World Business, 55(1), 101022.
14. Bell, D., & Binnie, J. (2013). Authenticating queer space: Citizenship, urbanism and governance. In Cities of Pleasure (pp. 177-190). Routledge.
15. Boisen, M., Terlouw, K., Groote, P., & Couwenberg, O. (2018). Reframing place promotion, place marketing, and place branding-moving beyond conceptual confusion. Cities, 80, 4-11.
16. Bonakdar, A., & Audirac, I. (2020). City branding and the link to urban planning: Theories, practices, and challenges. Journal of Planning Literature, 35(2), 147-160.
17. Bradley, A., Hall, T., & Harrison, M. (2002). Selling cities: promoting new images for meetings tourism. Cities, 19(1), 61-70.
18. Braun, E. (2008). City marketing: Towards an integrated approach. Erasmus Research Institute of Management.
19. Braun, E., Kavaratzis, M., & Zenker, S. (2013). My city–my brand: the different roles of residents in place branding. Journal of place management and development, 6(1), 18-28.
20. Capone, F., & Lazzeretti, L. (2016). Fashion and city branding: An analysis of the perception of Florence as a fashion city. Journal of global fashion marketing, 7(3), 166-180.
21. Chan, A., Suryadipura, D., & Kostini, N. (2021). City image: city branding and city identity strategies. Review of Integrative Business and Economics Research, 10, 330-341.
22. Childers, C. C., Haley, E., & McMillan, S. (2018). Achieving strategic digital integration: Views from experienced New York City advertising agency professionals. Journal of Current Issues & Research in Advertising, 39(3), 244-265.
23. Colomb, C. (2012). Pushing the urban frontier: Temporary uses of space, city marketing, and the creative city discourse in 2000s Berlin. Journal of urban affairs, 34(2), 131-152.
24. Cronin, A. M. (2006). Advertising and the metabolism of the city: urban space, commodity rhythms. Environment and Planning D: Society and Space, 24(4), 615-632.
25. Deffner, A., Karachalis, N., Psatha, E., Metaxas, T., & Sirakoulis, K. (2020). City marketing and planning in two Greek cities: plurality or constraints? European Planning Studies, 28(7), 1333-1354.
26. Demir, Y., & Kılıç, S. (2022). Blok zincir ve akıllı şehir kavramları ekseninde bibliyometrik bir çalışma. Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi, 6(12), 82-101.
27. Dinnie, K. (2011). Introduction to the theory of city branding. In City branding: theory and cases (pp. 3-7). Springer.
28. Dinnie, K. (2022). Nation branding: Concepts, issues, practice. Routledge.
29. Dong, J., Guo, R., Guo, F., Guo, X., & Zhang, Z. (2023). Pocket parks-A systematic literature review. Environmental Research Letters, 18, 083003.
30. Eshuis, J., & Klijn, E.-H. (2017). City branding as a governance strategy. The handbook of new urban studies, 92-105.
31. Eshuis, J., Braun, E., Klijn, E. H., & Zenker, S. (2018). The differential effect of various stakeholder groups in place marketing. Environment and Planning C: Politics and Space, 36(5), 916-936.
32. Gertner, D. (2011). Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7, 91-106.
33. Govers, R. (2013). Why place branding is not about logos and slogans. In (Vol. 9, pp. 71-75): Springer.
34. Gower, A., & Grodach, C. (2022). Planning innovation or city branding? Exploring how cities operationalise the 20-minute neighbourhood concept. Urban Policy and Research, 40(1), 36-52.
35. Green, A., Grace, D., & Perkins, H. (2016). City branding research and practice: An integrative review. Journal of Brand Management, 23, 252-272.
36. Hazime, H. (2011). From city branding to e-brands in developing countries: An approach to Qatar and Abu Dhabi. African Journal of Business Management, 5(12).
37. Hoornweg, D. A. (2007). City indicators: now to Nanjing (Vol. 4114). World Bank Publications.
38. Hyk, V., Vysochan, O., & Vysochan, O. (2022). Integrated reporting of mining enterprises: Bibliometric analysis. Studies in Business & Economics, 17(3), 90-99.
39. Kalandides, A. (2011). City marketing for Bogotá: a case study in integrated place branding. Journal of Place Management and Development, 4(3), 282-291.
40. Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place branding, 1, 58-73.
41. Kavaratzis, M. (2007). City marketing: The past, the present and some unresolved issues. Geography compass, 1(3), 695-712.
42. Kavaratzis, M. (2008). From city marketing to city branding: An interdisciplinary analysis with reference to Amsterdam, Budapest and Athens.
43. Kavaratzis, M. (2012). From “necessary evil” to necessity: stakeholders' involvement in place branding. Journal of Place Management and development, 5(1), 7-19.
44. Kavaratzis, M., & Ashworth, G. J. (2005). City branding: an effective assertion of identity or a transitory marketing trick? Tijdschrift voor economische en sociale geografie, 96(5), 506-514.
45. Kavaratzis, M., & Hatch, M. J. (2013). The dynamics of place brands: An identity-based approach to place branding theory. Marketing theory, 13(1), 69-86.
46. Kavaratzis, M., & Kalandides, A. (2015). Rethinking the place brand: the interactive formation of place brands and the role of participatory place branding. Environment and Planning A, 47(6), 1368-1382.
47. Kazançoğlu, İ., & Dirsehan, T. (2014). Exploring brand experience dimensions for cities and investigating their effects on loyalty to a city. Business & Economics Research Journal, 5(1).
48. Kumar, S., Lim, W. M., Sivarajah, U., & Kaur, J. (2023). Artificial intelligence and blockchain integration in business: Trends from a bibliometric-content analysis. Information Systems Frontiers, 25(2), 871-896.
49. Lekakis, N., & Liddle, J. (2022). City politics under austerity in Greece: Place-based leadership for a resilient Thessaloniki, 2011-2021. Cities, 131, 103984.
50. Liao, X., & Cheng, Z. (2022). The research on the autonomous vehicles: A bibliometric analysis. Proceedings of the 2nd International Conference on Information, Control and Automation, Chongqing, China.
51. Lucarelli, A., & Olof Berg, P. (2011). City branding: a state‐of‐the‐art review of the research domain. Journal of place management and development, 4(1), 9-27.
52. Luo, Z., Wang, X., Zhang, J., & Hu, Y. (2013). Urban scaling-up and endogenous development promoted by continuous city marketing: A case study of Xuyi County, China. Planning Theory, 12(4), 406-424.
53. Lv, J., Li, Y., Shi, S., Liu, S., Wu, H., Zhang, B., & Song, Q. (2022). Frontier and hotspot evolution in cardiorenal syndrome: A bibliometric analysis from 2003 to 2022. Current Problems in Cardiology, 101238.
54. Lynch, K. (2015). The city image and its elements. In The city reader (pp. 620-630). Routledge.
55. Ma, W., de Jong, M., Hoppe, T., & de Bruijne, M. (2021). From city promotion via city marketing to city branding: Examining urban strategies in 23 Chinese cities. Cities, 116, 103269.
56. Maček, A., Ovin, R., & Starc–Peceny, U. (2019). Smart cities marketing and its conceptual grounds. Naše gospodarstvo/Our economy, 65(4), 110-116.
57. Madsen, H. (1992). Place‐marketing in Liverpool: a review. International Journal of Urban and Regional Research, 16(4), 633-640.
58. McCann, E. (2013). Policy boosterism, policy mobilities, and the extrospective city. Urban Geography, 34(1), 5-29.
59. Meyer, K. E. (1979). Love thy city-marketing the American metropolis. Saturday Review, 6(9), 16-&.
60. Moyle, B., Moyle, C.-l., Ruhanen, L., Weaver, D., & Hadinejad, A. (2020). Are we really progressing sustainable tourism research? A bibliometric analysis. Journal of Sustainable Tourism, 29(1), 106-122.
61. Nalcı, M. M., & Arıbaş, N. N. (2023). Yerel yönetim ve pazarlama konularinin birlikte çalişildiği yayinlarin bibliyometrik analizi. Akademik Yaklaşımlar Dergisi, 14(1), 323-345.
62. Paddison, R. (1993). City marketing, image reconstruction and urban regeneration. Urban studies, 30(2), 339-349.
63. Palmer, A., & Bejou, D. (1995). Tourism destination marketing alliances. Annals of tourism research, 22(3), 616-629.
64. Pamukçu, H., & Türkoğlu, D. T. (2023). Sakin Şehir Konulu Akademik Çalışmaların Bibliyometrik Analizi. Journal of Travel & Hospitality Management/Seyahat ve Otel İşletmeciliği Dergisi, 20(2).
65. Parkerson, B., & Saunders, J. (2005). City branding: Can goods and services branding models be used to brand cities? Place branding, 1, 242-264.
66. Pike, S. (2012). Destination marketing. Routledge.
67. Pike, S., & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.
68. Rainisto, S. K. (2003). Success factors of place marketing: A study of place marketing practices in Northern Europe and the United States. Helsinki University of Technology.
69. Richards, G. (2014). Creativity and tourism in the city. Current issues in Tourism, 17(2), 119-144.
70. Rogerson, R. J. (1999). Quality of life and city competitiveness. Urban studies, 36(5-6), 969-985.
71. Sharma, R., Jabbour, C. J. C., & Lopes de Sousa Jabbour, A. B. (2021). Sustainable manufacturing and industry 4.0: What we know and what we don't. Journal of Enterprise Information Management, 34(1), 230-266.
72. Statista. (2023a). Global tourism industry. https://www.statista.com/topics/962/global-tourism/#topicOverview
73. Statista. (2023b). Total contribution of travel and tourism to GDP worldwide 2019-2023. https://www.statista.com/statistics/233223/travel-and-tourism--total-economic-contribution-worldwide/
74. Van Assche, K., Beunen, R., & Oliveira, E. (2020). Spatial planning and place branding: rethinking relations and synergies. European Planning Studies, 28(7), 1274-1290.
75. Van den Berg, L., Klaassen, L. H., & Van der Meer, J. (1990). Marketing metropolitan regions. Erasmus University. European Institute for Comaarative Urban Research.
76. Van Raan, A. F. (2005). Fatal attraction: Conceptual and methodological problems in the ranking of universities by bibliometric methods. Scientometrics, 62(1), 133-143.
77. Vanolo, A. (2008). The image of the creative city: Some reflections on urban branding in Turin. Cities, 25(6), 370-382.
78. Vanolo, A. (2017). City branding: The ghostly politics of representation in globalising cities. Taylor & Francis.
79. Vanolo, A. (2020). Cities are not products. Tijdschrift voor economische en sociale geografie, 111(1), 10-17.
80. Vuignier, R. (2017). Place branding & place marketing 1976–2016: A multidisciplinary literature review. International Review on Public and Nonprofit Marketing, 14(4), 447-473.
81. Warnaby, G., & Medway, D. (2013). What about the ‘place’in place marketing? Marketing theory, 13(3), 345-363.
82. Yezhova, A. (2020). Theoretical Concept and Definition of City Marketing. Public Administration and Society, 21, 121-130.
83. Zenker, S., & Petersen, S. (2014). An integrative theoretical model for improving resident-city identification. Environment and Planning A, 46(3), 715-729.
84. Zhang, L., & Zhao, S. X. (2009). City branding and the Olympic effect: A case study of Beijing. Cities, 26(5), 245-254.
85. Zhang, X., Han, L., Wei, H., Tan, X., Zhou, W., Li, W., & Qian, Y. (2022). Linking urbanization and air quality together: A review and a perspective on the future sustainable urban development. Journal of Cleaner Production, 346, 130988.
86. Zhao, D. (2013). Analysis of government acts on brand management in Xiamen City: From the perspective of city marketing. Contemporary Logistics(10), 7.
87. Zhou, L., & Wang, T. (2014). Social media: A new vehicle for city marketing in China. Cities, 37, 27-32.
88. Zhu, W., & Chen, J. (2022). The spatial analysis of digital economy and urban development: A case study in Hangzhou, China. Cities, 123, 103563.