A study on the determination of brand city indicators in terms of city marketing: Malatya example

In globalizing world cities are in competition with each other in terms of value, ability and information sharing. In this context, the city's stakeholders (managers, local people, sights, business world, students, etc.) will play a major role in shaping the future-oriented cities of the city, adopting marketing cultures and moving in common minds to value the city. Having a cultural and historical heritage of thousands of years and a strategic location with its geographical location, Malatya is famous for being a brand city with its riches. The purpose of this thesis is to analyze the current situation of the city of Malatya, to reveal the values it has and to be a guide for its evaluation in terms of city marketing. The aim of the thesis study is to determine the local people who reside in Malatya and the local city tourists who come to Malatya to visit Malatya city brand perceptions. For this purpose; Destination brand image perceptions of local people and visitors were examined with a scale consisting of tourist values, public and private sector facilities, accessibility, human resources, image and character, purchasing power, city sense as brand value and satisfaction. The level of satisfaction of the visitors with respect to the city was higher than the perception level of the local people. It has become the image and character dimension that most influenced the level of the visitors brand value perception of the city. The perceptions of the local people about the city generally have positive values, but they are considered inadequate in terms of public and private sector facilities and purchasing power dimensions. It has become the image and character dimension that most influences the level of brand value perception of the local people. The city's perceptions of local people and visitors towards Malatya's brand value are expressed as livable, modern and safe city. Key words: Brand City, City Marketing, Destination Brand Image.