Investigation of the relationship between perceped urban competitiveness and urban branding: Example of the ecoturism sector

The purpose of this study; is to examine the relationship between perceived urban competitiveness and urban branding. While perceived urban competitiveness is the ability of a city to produce and deliver higher quality products and services compared to other cities, urban branding involves the efforts of a city and its inhabitants to create a positive image in the minds of people by adding value to their own output. Ecotourism is mainly considered as a tourism type that aims to protect natural beauties. In the study, the concepts related to urban competitiveness, urban branding and ecotourism were initially discussed, and then the perceptions of the participants' perceived urban competitiveness, urban branding and ecotourism were revealed. The research universe constitutes the province of Duzce. In the research, convenience sampling method was selected as sampling strategy. The data were collected via a survey technique. Accordingly, 423 questionnaires were distributed in total and 394 questionnaires were analyzed. Data obtained by using quantitative methods; were analysed via frequency, factor, correlation, multiple linear regression, independent sample t-test and One Way ANOVA analyzes were performed. In the analysis of the data, Statistical Package for the Social Sciences (SPSS) was used. Considering the results of the explanatory factor analysis, perceived urban competitiveness and urban branding were found in six dimensions. Perceived urban competitiveness dimensions were determined as advanced factor conditions, specialized factor conditions, demand conditions, relevant and supportive industries, firm strategy-structure, competition and the role of the state. Explanatory factor analysis for urban branding also revealed six sub dimensions consist of the recognition level of the city, the attraction of the physical environment of the city, the level of potential opportunities of the city, vitality level of the city, awareness level of the local people and the quality level of the public facilities in the city. According to the results of the correlation analysis, urban competitiveness sub-dimensions (advanced factor conditions, specialized factor conditions, demand conditions, relevant and supportive industries, firm strategy-structure and competition and the role of the government) and urban branding sub-dimensions (level of awareness of the city, attractiveness of the city's physical environment it is observed that there are low and medium meaningful, positive and negative relations between the level of the city's potential opportunities, the city's vitality level, awareness level of the local people and the quality of public facilities in the city. As a result of multiple linear regression analysis; urban competitiveness dimensions (specialized factor conditions, demand conditions and the role of the government) were determined to have a significant impact on urban branding dimensions. Finally, according to the t-test and One Way ANOVA analyses, it was determined that there were significant differences between the demographic characteristics of the participants except for their marital status and their perceptions of the dimensions of perceived urban competitiveness and urban branding.