Kentsel Pazarlanabilirlik Endeksi (UMI) Tasarımı: Kahramanmaraş Örneğinde AHP–TOPSIS Kullanılarak Çok Kriterli Karar Verme Yaklaşımı

Yıl 2026, Cilt: 6 Sayı: 1 , 22 - 36 , 29.04.2026

Ömer Büyükbaş , Hamdi Ayyıldız

https://izlik.org/JA95AX42WA

Öz

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.

Anahtar Kelimeler

Kentsel Pazarlama , Pazarlanabilirlik Endeksi , Analitik Hiyerarşi Süreci (AHS) , TOPSIS Yöntemi , Çok Kriterli Karar Verme (ÇKKV)

Urban Marketability Index (UMI) Design: A Multi-Criteria Decision-Making Approach Using AHP-TOPSIS for the Case of Kahramanmaraş

https://izlik.org/JA95AX42WA

Öz

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.

Anahtar Kelimeler

Urban marketing , Marketability index , AHP , TOPSIS , Multi-Criteria decision-making

Etik Beyan

Ethics approval is not required for this study.

Destekleyen Kurum

Any external funding or organizational support received for the study should be detailed here. If no external funding was received for the study, it can be stated as follows: "No external funding was received for this research.

Teşekkür

The authors do not want to thank any person or institution.

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