Mehmet ŞEREMET, Emine CİHANGİR, Emre KARADUMAN

Kentlerin markalaş(ama)ması ve Kurumsallaş(ama)ma Perspektifi: Van Örneği

Bu çalışma, yer markalaşma teorisine odaklanarak Türkiye’nin Doğu Anadolu Bölgesi’nde yer alan bir şehir olan Van’da yürütülmüştür. Van kentinin paydaş yaklaşımıyla markalaşma sürecinde fiziksel, kültürel ve yaşayan hafızasına ilişkin deneyimlerini ortaya koymaktadır. Çalışma nitel araştırma stratejisiyle fenomenolojik desende, paydaşlarla hem yüz yüze hem de telefon görüşmelerine (n=30) dayanan nitel bir vaka çalışmasını benimsemektedir. Araştırma bulguları, katılımcıların hepsi şehirlerinin markalaşması konusunda istekli olduklarını ifade etmiş olmalarına rağmen, profesyonel markalaşma organizasyonları ve paydaş temelli markalaşma süreçleri gibi batı temelli yaklaşımların, kırsal “aşiret” kültürü ve gelenekleri etrafında örgütlenmiş bir topluluğun ihtiyaçlarını karşılamadığını ortaya koymaktadır. Bu örnek olay incelemesine rağmen, marka imajı ilgili tüm gruplar tarafından kabul edilerek mekânsal ve zamansal bağlamlar dikkate alınmalıdır. Bu makale, gelişmekte olan ekonomiler bağlamında politika yapıcılara ve turizm profesyonellerine yer markalaşması konusunda yapıcı öneriler sunmaktadır.

Anahtar Kelimeler:

Kent markalaşması, markalaş(ama)ma, işbirliği, kültür, mekan, Doğu Anadolu Bölgesi, Van, Türkiye

(Non)Branding Cities and (De)Institutionalization Perspectives: A Case Study of Van, Turkey

This study focuses on place branding theory with a case study from a city in Eastern Turkey. The experiences of the city of Van in branding its physical, cultural, and living memories potentially revise the stakeholder approach in tourism branding. The present phenomenological article adopts a qualitative case study, which was based on both face-to-face and phone interviews (n=30) with stakeholders. Although the participants were all enthusiastic about the branding of their city, the study revealed that Western-based approaches such as professional branding organizations and stakeholder-based branding processes do not seem to meet the needs of a community organized around rural “clan” culture and social customs. Rather, in the case study, the brand image had to be agreed upon by all groups involved and the spatial and temporal contexts had to be considered. This paper offers suggestions which will aid policymakers and tourism professionals in place branding in the context of emerging economies.

Keywords:

City branding, (non)branding, collaboration, culture, place, Eastern Turkey (Van city),

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