A Research on the Effect of Local Participation Tendency to City Brand Commitment
Journal Title: Journal of the Human and Social Science Researches - Year 2015, Vol 4, Issue 1
Abstract
Implementation of modern marketing for cities like goods and services has become indispensable for urban development today. In this context, one of the most important factor to allow new ideas and comprise on creating a city brand is citizen participation at local level. In this study, it is aimed to reveal the relationship between local participation tendency and city brand commitment, by research conducted with face to face survey method in the city of Nevşehir. Moreover, factors that affect city brand loyalty and variables about preference of city are tried to be depicted. According to the results of the research; influential factors affect the preference of a city summarized under four separated groups. These are ‚natural- tourist values and security‛, ‚quality-price balance of products in the city‛, ‚job opportunities and regional development‛, ‚meeting basic needs and citizenship‛ respectively. It is seen that these factors, which are influential at city preference, related with both local participation tendency and city brand commitment.
Authors and Affiliations
Yunus Bahadır GÜLER| Yrd. Doç. Dr. - Öğr. Gör.ybguler@hotmail.com, Alper GÜRER| KKÜ, Keskin MYO alpergurer@gmail.com
Keywords
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