The importance of city assets in city marketing:Case study of Alanya

ABSTRACTWith the globalisation, competition is also growing fast in tourism like the other sectors. Because of decreasing interest to sea-sand-sun based to mass tourism, providing same touristic products and changing tourist profiles, cities should change their marketing strategies to have competitive advantage.In this context purpose of this study is to determine the importance of city assets in city marketing. For this purpose, Alanya, where is one of the most important city in Turkish tourism, has chosen as application field. To bring out touristic attractions forefront, which are the unique, will create advantages in tourism competitive area. To expose expectations and perceptions of Scandinavian tourists, who are one of the most visited tourist groups to Alanya, about natural, social and cultural city assets.According to the results of the study, sea-sand-sun is the most important reason to choose Alanya for holiday. City assets of Alanya are important in city marketing but lack of international advertising, they are not perceived by tourists.Key Words: City Marketing, City Assets, Alanya