Evaluation of silking in the development of Bursa destination

It is seen that rapid technological, social and economic developments in today's global world cause intense competition, and develop branding strategies in cities as well as products and services. Differences that distinguish cities from other regions need to develop a strong strategy to keep them in the target market. The cities with a strong brand have become a center of attraction in the target market and they have contributed to the national economy by raising their social and economic standards. Within the scope of this study, it is aimed to increase the brand value and to determine the practices for domestic silk production, to contribute to the branding process and to increase our domestic production capacity. This study I have prepared as a master thesis consists of three parts. In the first part, general information about brand, destination, destination marketing, destination brand, silkworm and silkworm history are given. In the second part, a general information about the development of silkworming which is a destination element of Bursa has been given. In the third part, the strengths and weaknesses of the city of Bursa in destination marketing are identified and their opportunities and threats are discussed from the perspective of destination brand. Keywords: Silkworm, Destination, Destination Marketing, Entrepreneur and Company University