THE ROLE OF SMART DESTINATIONS IN CITY BRANDING; ANTALYA EXAMPLE

Zeliha Akkuş; Emel Tanyeri Mazıcı

Makale detayları

THE ROLE OF SMART DESTINATIONS IN CITY BRANDING; ANTALYA EXAMPLE

Yazarlar:

Zeliha Akkuş | Emel Tanyeri Mazıcı

Yayıncı:

Erciyes University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Erciyes Akademi Vol.38 Issue 4, pp.887-912

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335914

pISSN:

2757-7031

Anahtar kelimeler:

Özet:

 With the Industry 4.0 movement developing in the world, many successive developments and changes have occurred in the field of technology. The concept of smart, which has become quite popular in recent years, and the structures that emerged with the integration of the smart concept are among the prominent developments of the Industry 4.0 movement and the rapidly increasing application area. With the integration of the concept of smartness, which provides many conveniences in human life, the smart destination structure has emerged today. This structure has become an important attractiveness factor for many cities. Smart destination applications emerge as an important element not only to increase the comfort of city dwellers but also to attract visitors and investors to the city by using the right marketing strategies. Do smart destination applications, which are an attractiveness element for cities, also play a role in the branding of cities? This question constitutes the basic problem of this study. Based on this question, the focus was on the role of smart destination applications used and developed in cities in the branding process of the city. In order to measure the role of smart destination applications on the branding of cities, the relationship between smart destination and branding of cities was discussed in this study through the city of Antalya. This research, which was conducted using a survey from quantitative research methods, was conducted on a sample group of 500 local tourists in Antalya. The data collected through the survey was analyzed using the SPSS program. When the findings were evaluated by considering different criteria such as education, age, profession and the reason for being in Antalya, it was concluded that smart destinations in Antalya played a positive role in the branding of the city. Based on the results of the study, smart destination applications are an important element in the branding of cities with the new experiences and conveniences they offer to visitors coming to the city.

 With the Industry 4.0 movement developing in the world, many successive developments and changes have occurred in the field of technology. The concept of smart, which has become quite popular in recent years, and the structures that emerged with the integration of the smart concept are among the prominent developments of the Industry 4.0 movement and the rapidly increasing application area. With the integration of the concept of smartness, which provides many conveniences in human life, the smart destination structure has emerged today. This structure has become an important attractiveness factor for many cities. Smart destination applications emerge as an important element not only to increase the comfort of city dwellers but also to attract visitors and investors to the city by using the right marketing strategies. Do smart destination applications, which are an attractiveness element for cities, also play a role in the branding of cities? This question constitutes the basic problem of this study. Based on this question, the focus was on the role of smart destination applications used and developed in cities in the branding process of the city. In order to measure the role of smart destination applications on the branding of cities, the relationship between smart destination and branding of cities was discussed in this study through the city of Antalya. This research, which was conducted using a survey from quantitative research methods, was conducted on a sample group of 500 local tourists in Antalya. The data collected through the survey was analyzed using the SPSS program. When the findings were evaluated by considering different criteria such as education, age, profession and the reason for being in Antalya, it was concluded that smart destinations in Antalya played a positive role in the branding of the city. Based on the results of the study, smart destination applications are an important element in the branding of cities with the new experiences and conveniences they offer to visitors coming to the city.

 With the Industry 4.0 movement developing in the world, many successive developments and changes have occurred in the field of technology. The concept of smart, which has become quite popular in recent years, and the structures that emerged with the integration of the smart concept are among the prominent developments of the Industry 4.0 movement and the rapidly increasing application area. With the integration of the concept of smartness, which provides many conveniences in human life, the smart destination structure has emerged today. This structure has become an important attractiveness factor for many cities. Smart destination applications emerge as an important element not only to increase the comfort of city dwellers but also to attract visitors and investors to the city by using the right marketing strategies. Do smart destination applications, which are an attractiveness element for cities, also play a role in the branding of cities? This question constitutes the basic problem of this study. Based on this question, the focus was on the role of smart destination applications used and developed in cities in the branding process of the city. In order to measure the role of smart destination applications on the branding of cities, the relationship between smart destination and branding of cities was discussed in this study through the city of Antalya. This research, which was conducted using a survey from quantitative research methods, was conducted on a sample group of 500 local tourists in Antalya. The data collected through the survey was analyzed using the SPSS program. When the findings were evaluated by considering different criteria such as education, age, profession and the reason for being in Antalya, it was concluded that smart destinations in Antalya played a positive role in the branding of the city. Based on the results of the study, smart destination applications are an important element in the branding of cities with the new experiences and conveniences they offer to visitors coming to the city.

 Dünyada gelişim gösteren Endüstri 4.0 hareketi ile birlikte teknoloji alanında birbirini takip eden pek çok gelişim ve değişim yaşanmıştır. Son yıllarda popülerliği oldukça artan akıllı kavramı ve akıllı kavramı entegresi ile ortaya çıkan yapılar Endüstri 4.0 hareketinin öne çıkan ve uygulama alanı hızla artan gelişmelerindendir. İnsan yaşamında birçok kolaylığa zemin olan akıllık kavramı entegresi ile günümüzde akıllı destinasyon yapısı ortaya çıkmıştır. Bu yapı birçok şehir için önemli bir çekicilik faktörü olmuştur. Sadece şehir halkının konforunu arttırmak için değil aynı zamanda doğru pazarlama stratejileri kullanılarak şehre ziyaretçi ve yatırımcı çekmek için de önemli bir unsur olarak akıllı destinasyon uygulamaları karşımıza çıkmaktadır. Şehirler için birer çekicilik unsuru olan akıllı destinasyon uygulamaları aynı zamanda şehirlerin markalaşması üzerinde rol oynamakta mıdır? sorusu bu çalışmanın temel problemini oluşturmaktadır. Bu sorudan hareketle şehirlerde kullanılan ve geliştirilen akıllı destinasyon uygulamalarının şehrin markalaşma sürecindeki rolü üzerine odaklanılmıştır. Akıllı destinasyon uygulamalarının şehirlerin markalaşması üzerindeki rolünü ölçümlemek için Antalya şehri üzerinden akıllı destinasyon ve şehirlerin markalaşma ilişkisi bu çalışmada ele alınmıştır. Nicel araştırma yöntemlerinden anket kullanarak gerçekleştirilen bu araştırma Antalyada bulunan 500 kişilik yerli turist örneklem grubu üzerinden yürütülmüştür. Yapılan anket ile toplanan veriler SPSS programı kullanılarak analiz edilmiştir. Elde edilen bulgular eğitim, yaş, meslek ve Antalyada bulunma sebebi gibi farklı kriterler göz önüne alınarak değerlendirildiğinde Antalya şehrindeki akıllı destinasyonların şehrin marka olmasında pozitif rol sonucuna ulaşılmıştır. Çalışma sonucundan hareketle akıllı destinasyon uygulamaları, şehre gelen ziyaretçilere yeni deneyimler ve sunduğu kolaylıklar ile şehirlerin markalaşmasında önemli bir unsur konumundadır.

Makale detayları

THE ROLE OF SMART DESTINATIONS IN CITY BRANDING; ANTALYA EXAMPLE

Yazarlar:

Zeliha Akkuş | Emel Tanyeri Mazıcı

Yayıncı:

Erciyes University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Erciyes Akademi Vol.38 Issue 4, pp.887-912

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335914

pISSN:

2757-7031

Smart destination

Smart city

City brandingAkıllı destinasyon

Akıllı şehir

Şehir markalaşması

Sayı

Makale detayları

THE ROLE OF SMART DESTINATIONS IN CITY BRANDING; ANTALYA EXAMPLE

Yazarlar: Zeliha Akkuş | Emel Tanyeri Mazıcı

Yayıncı: Erciyes University

Ana Başlıklar: Pazarlama (Diğer)

Dergi: Erciyes Akademi Vol.38 Issue 4, pp.887-912

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001335914

pISSN: 2757-7031

Smart destination

Smart city

City brandingAkıllı destinasyon

Akıllı şehir

Şehir markalaşması

Sayı

Yazarlar:

Zeliha Akkuş | Emel Tanyeri Mazıcı

Yayıncı:

Erciyes University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Erciyes Akademi Vol.38 Issue 4, pp.887-912

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001335914

pISSN:

2757-7031