Medal city of Kahramanmaraş from the perspective of marketing

Cities are affected by their own internal dynamics and environment, and self-renewing to differentiate and provide competitive advantage, urban attractiveness is seen as structures. In this context, as the new industrial revolution, the spread of technologies in all areas within the scope of Industry 4.0, the increase in the education rate of young people, the developments in the field of transportation and communication can be counted among the processes affecting the city structure and city life. The evaluation of cities within the framework of livability and marketability concepts led to the emergence of competitive structures. The cities in the intercity competition will be able to determine the target and the needs of the target groups in the most accurate way and provide the appropriate products and services. In the thesis study, it was aimed to determine the city awareness of the city marketing elements, the adoption of the city, the awareness of the city consciousness and belongingness on the satisfaction of the visitors and local people. In this context, first of all, a theoretical framework has been formed by searching local and foreign literature. A field study was conducted for the local people living in the city of Kahramanmaraş and the visitors to the city. The data obtained were analyzed in SPSS and AMOS package programs and the hypotheses of the study were tested. In the study, city marketing elements were adopted within the scope of structural equality modeling by the adoption of the city, local people satisfaction, perception of visitors and the effect of city consciousness on the satisfaction of the members and the elements of belonging were evaluated and all hypotheses proposed in the study were accepted. Key Words: City Marketing, Brand City, Kahramanmaraş, Structural Equation Modelling