International Research Collaboration
Yavuz M. C.
Çukurova Universitesi, Haziran 2018
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Ödülün Kapsamı:
Bilimsel/Mesleki Çalışmalardan Alınan Ödül
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Ödül Türü:
Diğer (Yayın teşvik, burs v.b.)
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Ödül Veren Ülke:
Türkiye
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Ödülü Veren Organizasyon:
Çukurova Universitesi
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Araştırma Alanları:
Sosyal ve Beşeri Bilimler
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Ödülün Tarihi:
Haziran 2018
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Açıklama:
<p>The unique characteristics and behaviors of a city are the fundamental qualities that distinguish it from its competitors. These distinctive attributes must be sustainable—consistent, durable, and resilient over time. Sustainability in city branding activities is heavily tied to culture. Culture belongs to the people of a city and is preserved, transmitted, and transformed by them. Therefore, establishing strong communication structures with and among city stakeholders is a critical success factor in shaping and implementing a city brand strategy to develop a sustainable city destination brand. To adapt effectively to changes in tourist markets and inherently ensure sustainability, cities must institutionalize their city brand strategy's implementation. By leveraging corporate branding methods, two key functional objectives of institutionalization can be achieved:</p><ol><li>Developing a structure and system independent of individuals.</li><li>Deriving communication and operational methods that leverage the existing culture.</li></ol><p>The first function relates to developing efficient, state-of-the-art infrastructure systems and technologies, while the second focuses on strengthening the communication processes and technologies used between city organizations and stakeholders. Since differentiation heavily depends on city stakeholders, this study examines stakeholder communication aspects in previous literature related to city branding practices. After analyzing stakeholder communication and internal marketing within city organizations through corporate branding, the study contributes by presenting findings and recommendations to address gaps in managing stakeholder relationships effectively in the context of city destinations.</p>