EXAMINING THE IMPORTANCE AND QUALIFICATION LEVELS OF EFFECTIVE COMPONENTS IN THE FORMATION OF THE CITY BRAND IMAGE IN TERMS OF KONYA

Abstract

Author(s): Derya Z?LHAN ZBEY Hac? Halil BA?ER

Today, when the global competition is dominant, as well as enterprises, cities are struggling with their global competitors, too. In this process, it is important to differentiate itself from competitors and create a unique image. The image refers to the perception of the target audience against an asset. Many factors affect the image perception. Each location (region, city) has the aim of becoming gratifying for its residents, and attractive for strangers. A place, which is offering opportunities for its residents and has a positive image, becomes a more livable place for residents and an important place that is attracting tourists and investors. In this direction, what is mainly intended in the study is to examine whether there is a significant difference between the degree of the importance and qualification of elements of city image. For this main purpose, a survey was conducted and t-test was applied to the obtained data from the survey in order to test the hypothesis by SPSS 21.0 software package

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