Brand strategies at touristic destinations: Eskişehir 2013 Turkic World capital of culture

Touristic destinations apply branding strategies for being different and prevent to competitor destinations at fierce competition environment. One of the important strategies that used for branding touristic destinations is to become different by focusing a specific theme such as "culture" and marketing the destination as a capital of culture. Beside ongoing organizations such as European capital of culture, American capital of culture, Turkic World capital of culture had been suggested and unanimously accepted at the 10. Summit of the Heads of State of Turkic Speaking Countries held in İstanbul in 2010. After hosting of capital city of Kazakhstan, Astana to Turkic World capital of culture in 2012 at first, Eskişehir had been chosen as Turkic World capital of culture for 2013. The title of 2013 Turkic World capital of culture has an important role for Eskişehir for being a different and inimitable brand by focusing its cultural values. In the research mixed research design was used in order to evaluate the impact of Eskişehir 2013 Turkic World capital of culture title to Eskişehir's branding process. The dimensions related using a cultural mega event as brand strategy by touristic destinations were investigated through mixed research design. The dimensions of strategic and cultural fit, local community support and event quality were researched via survey technique applied to the participants of Eskişehir Turkic World capital of culture events and were analysed by using structural equation modeling. The dimensions of cooperative planning, media coverage, longevity or tradition of the event were researched through in-depth interview conducted with Eskişehir 2013 Turkic World Capital of Culture Agency. The results indicate that the organisation had strategic and cultural fit with Eskişehir, high quality events were performed, local people had a positive point of view to the organisation, cooperative planning with various stakeholders was done and so the results reveal that these dimensions affected positively on Eskişehir brand. On the other hand, because of inadequacy of tourism infrastructure of Eskişehir and publicity activities, less media coverage and lack of traditionality characteristic, Eskişehir 2013 Turkic World capital of culture organization could not show desired effect as brand strategy. The results of the research provide useful implications to touristic destinations which want to use a mega event as brand strategy about identifying and managing factors that make a positive contribution. Keywords: Touristic Destination, Brand Strategies, Turkic World, Capital of Culture, Eskişehir