The effects of destination branding on the urban economy: The example of the city of Tarsus

This research examines the branding process of Tarsus, a tourist destination, and the effects of tourism on urban economies, with a focus on Tarsus. In other words, it investigates the interplay among supply (natural and cultural heritage), demand (visitor perception), and governance (local actors) during Tarsus's destination branding process. Based on this, some suggestions have been made for the city to establish its brand identity and gain a desired share of tourism. The study adopted a qualitative research method and used a case study approach. Official documents, research reports, images, web platforms, and similar sources were used as secondary data and analyzed using document analysis techniques. According to the findings, Tarsus has significant tourism potential but has not fully utilized it. The share of the region's tourism sector remains limited compared with its shares in agriculture and industry. National and international promotional efforts in tourism are insufficient. The city's physical tourism resources are adequate, but it lacks human and financial resources. Although significant steps have been taken in Tarsus's destination branding process, the absence of a systematic and holistic brand strategy prevents the full utilization of the city's tourism potential. At this point, when the city's rich natural, cultural, and social heritage is evaluated with the right strategies, it will not only increase tourism revenues but also make significant contributions to the urban economies.