Determination of Bandırma's city tourism potential

One of the strategic steps taken to extend tourism activities throughout the year and to effectively highlight the touristic attractions of cities is the development of city branding initiatives. Within this scope, projects have been developed to identify new points of interest that can offer unique experiences to both domestic and international tourists. However, since the process of creating a new city brand is complex and multifaceted, a serious and disciplined planning effort is essential. Moreover, gathering the opinions and contributions of all stakeholders in the city—including local governments, civil society organizations, businesses, and the local population—significantly contributes to the successful implementation of the process. The main objective of this thesis is to produce qualified data that can support the city branding process by comprehensively analyzing the tourism potential of the city of Bandırma and ensuring the effective utilization of this potential. In line with this goal, original touristic routes covering the city center and its surrounding areas were designed; prominent points of interest were identified, and detailed route suggestions were developed for these locations. Additionally, foundational thematic narratives intended for use by tourist guides were constructed within the scope of this study. It is anticipated that the study will provide both scientific and practical contributions to future city branding projects to be implemented for Bandırma. Through a structured survey, the perceptions of the local population, representatives of local authorities, students, and visitors regarding the city's tourism potential were investigated. Data were collected from 301 participants. According to the survey analyses and the findings from the literature review, Bandırma's most prominent strength lies in its accessibility (transportation facilities) and its multilayered historical and natural heritage. However, significant structural deficiencies were identified in areas such as infrastructure and superstructure, accommodation capacity, cleanliness/landscaping, promotion, and the organization of tour packages. A substantial portion of the participants do not perceive the city as a branded city. In terms of logo/symbol preferences, Bandırma Ferry, Kuşcenneti National Park, the Last Bullet Monument, and sea-related themes stood out. The sample half-day, full-day, and overnight tour programs developed in this study were found to be feasible, and the city's walkable central structure was seen as advantageous for short-term visits. The results indicate that Bandırma requires regional integration (with Erdek, Gönen, Manyas, etc.) and a comprehensive destination management strategy centered on sustainable and thematic tourism types such as gastronomy, ecotourism, birdwatching, and cycling. This study consists of five main chapters. The first chapter elaborates on the aim, significance, assumptions, and limitations of the study. The second chapter focuses on the conceptual framework that forms the theoretical basis of the research. The third chapter explains the methodology of the study, detailing the data collection tools and techniques, the research population and sample, and the methods of data analysis. The fourth chapter presents the findings and includes analysis and interpretations of these findings. Finally, the fifth chapter offers conclusions and recommendations for future research and practical applications. Keywords: Bandırma, City Branding, Urban Tourism, Tour Route, Tourist Guide