In terms of sports tourism destination, an application on the brand value of Gaziantep

This study aims to analyze the brand value of Gaziantep as a sports tourism destination. The research evaluates Gaziantep's brand value as a sports tourism destination through the concepts of brand identity, brand image, brand awareness, brand associations, brand loyalty, and brand value, considering Gaziantep's geographical, historical, and cultural features. Additionally, it examines the potential of Gaziantep to adopt a strategy that encompasses sports tourism and other types of tourism - such as cultural, faith, gastronomy, congress, botanical, and bird watching tourism. The study focuses on demographic variables (gender, marital status, education level, age, income) to determine the factors affecting Gaziantep's brand value as a sports tourism destination. The survey technique was used in the data collection process and the collected data was evaluated with statistical analyses. The findings provide information about the factors affecting Gaziantep's brand value, as well as strategies that could increase Gaziantep's brand value as a sports tourism destination. This study demonstrates that the branding process of Gaziantep as a sports tourism destination could help it achieve a more competitive position in both the national and international tourism market.