The evaluation of Trabzon province in the city branding process

With the influence of globalization, cities entering the brand competition aim to increase their level of prosperity and quality to avoid being negatively affected by this competitive environment. Cities that manage to establish a strong level of prosperity stand out in the branding process, gaining the opportunity to attract investors and tourists. Cities that seize this opportunity not only gain an economic advantage but also benefit from many other advantages. Therefore, cities are in constant competition with one another for these reasons. This study aims to evaluate Trabzon's city branding process by examining various factors shaping the city's brand perception. The research analyzes how Trabzon's cultural, historical, and natural beauties, socio-cultural richness, and economic elements are perceived differently among demographic groups. The analysis, conducted using survey data, applies exploratory factor analysis (EFA), ANOVA, and t-tests. The results reveal that perceptions of Trabzon's economic factors significantly differ across age groups, while cultural and socio-cultural factors remain generally consistent. Furthermore, differences in city brand perception were observed based on income and occupation, with notable changes particularly in economic perceptions. These findings suggest that Trabzon's city branding process may require more targeted strategies focusing on economic elements for certain demographic groups.