Author(s): M. Necdet T?MUR** Samet ÇEV?K*** Güzin KIYIK KICIR

One of the important strategies that used for branding touristic destinations is to become different by focusing a specific theme such as “culture” and marketing the destination as a capital of culture. Beside ongoing organizations such as European capital of culture, American capital of culture, Turkic World capital of culture had been suggested and unanimously accepted at the 10. Summit of the Heads of State of Turkic Speaking Countries held in ?stanbul in 2010. After hosting of capital city of Kazakhstan, Astana to Turkic World capital of culture in 2012 at first, Eski?ehir had been chosen as Turkic World capital of culture for 2013. The title of 2013 Turkic World capital of culture has an important role for Eski?ehir for being a different and inimitable brand by focusing its cultural values. In the research quantitative research design was used in order to evaluate the impact of Eski?ehir 2013 Turkic World capital of culture title to Eski?ehir’s branding process. The dimensions related using a cultural mega event as brand strategy by touristic destinations were investigated through quantitative research design. The dimensions of strategic and cultural fit, local community support and event quality were researched via survey technique applied to the participants of Eski?ehir Turkic World capital of culture events and were analysed by using structural equation modeling.The results indicate that the organisation had strategic and cultural fit with Eski?ehir, high quality events were performed, local people had a positive point of view to the organisation and so the results reveal that these dimensions affected positively on Eski?ehir brand. On the other hand, because of inadequacy of tourism infrastructure of Eski?ehir and publicity activities, organisation could not show desired effect as brand strategy. The results of the research provide useful implications to touristic dest


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