Kent markalaşmasında görsel kimlik ve yerel halkın farkındalığı: Edirne il örneği
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Dosyalar
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Trakya Üniversitesi, Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde kentler küresel rekabette öne çıkabilmek, daha fazla turist ve yatırımcı çekebilmek için yarışmaktadırlar. Bu doğrultuda kentler sahip oldukları özellikler, avantajlar ve fırsatlar ile farklılıklarını ortaya koymaya ve diğerlerinden ayrılmaya çalışmaktadırlar. Bu süreçte ise marka ve kimlik kavramları ön plana çıkarak kentlerin markalaşması ve hedef kitleye kendini tanıtabilmesinde önemli bir rol oynamaktadır. Kentler; tarihi, kültürel ve doğal özelliklerinin yanı sıra insanları, lezzetleri gibi yerel özellikleri ile de birbirinden ayrılırlar. Bir kenti, diğerlerinden ayıran her karakteristik özellik ve görsel unsur o kentin kimliğini temsil eder. Marka ya da kurumlar ile ilişkilendirilen görsel kimlik ise bir kente uyarlandığında; onun farklılaşması, tanıtımı ve hedef kitleye kendini ifade edebilmesi için en etkili araç olmaktadır. Buna ek olarak kent kimliğinin de bir parçası olarak kent kimliğini tanımak, korumak ve sahip çıkmak kent sakinlerinin bir görevidir. Çalışmadaki temel amaç Edirne ilinin görsel kimlik envanterinin çıkarılarak, envanter unsurlarının kent sakinleri tarafından bilinirliğini ölçmektir. Özellikle hedeflenen; meslek grupları açısından bilinirlik düzeyinin, kent markalaşmasına katkıları yönünden incelenmesi ve markalaşmada önemli rolü olan yerel yönetim çalışmalarına yön verebilecek sonuçlar elde edilmesidir. Bu amaç doğrultusunda, tarihi ve kültürel kimliğiyle öne çıkan kentin görsel kimlik envanteri çıkartılarak yerel halkın bilgi düzeyi ve farkındalığı incelenmiştir. Kentte turizm sektörüne hizmet eden meslek grubu çalışanları ve özel sektör, sivil toplum kuruluşları, yerel yönetim temsilcileri ile yüz yüze görüşme tekniği ile mülakat yapılmış içerik analizi tekniği ile analiz edilmiştir. Sonuç olarak, ortaya çıkan veriler doğrultusunda kent sakinlerinin kent markalaşmasına yönelik bilincini artıracak ve yerel yönetimlerin stratejik planlamalarını belirleyecek faaliyet ve çalışmaların neler olabileceği yönünde öneriler getirilmiştir.
Today, cities compete to stand out in global competition and attract more tourists and investors. In this direction, cities try to show their differences and to be distinguished from the others with their features, advantages and opportunities. In this process, the concepts of brand and identity come to the forefront and play an important role in the branding of cities and introducing them to the target audience. The cities are distinguished from each other by their historical, cultural and natural characteristics, as well as their local characteristics such as their people and tastes. Each characteristic and visual element that distinguishes a city from others represents the identity of that city. The visual identity associated with brands or institutions, on the other hand, is the most effective tool for the differentiation, promotion and expression of the city to the target audience when it is adapted to a city. In addition, as part of the urban identity, it is the duty of the city dwellers to become acquainted with, protect and look after the urban identity. The main aim of the study is to prepare the visual identity inventory of Edirne province, and to measure the awareness of city dwellers on the elements in the inventory. It is especially considered to examine the level of recognition in terms of professional groups and their contribution to city branding. Also it also aimed to obtain results that can lead to local government studies which have an important role in branding. For this purpose, the visual identity inventory of the city, which stands out with its historical and cultural identity, has been listed and the level of knowledge and awareness of the local people has been studied. Occupational group employees serving in the tourism sector of the city, private sector employees, non-governmental organizations, and local government representatives were interviewed and the obtained data were analysed with content analysis technique. As a result, in the light of the data obtained, suggestions have been made about the activities and works that will increase the awareness of city dwellers about city branding and determine the strategic planning of the local administrations.
Today, cities compete to stand out in global competition and attract more tourists and investors. In this direction, cities try to show their differences and to be distinguished from the others with their features, advantages and opportunities. In this process, the concepts of brand and identity come to the forefront and play an important role in the branding of cities and introducing them to the target audience. The cities are distinguished from each other by their historical, cultural and natural characteristics, as well as their local characteristics such as their people and tastes. Each characteristic and visual element that distinguishes a city from others represents the identity of that city. The visual identity associated with brands or institutions, on the other hand, is the most effective tool for the differentiation, promotion and expression of the city to the target audience when it is adapted to a city. In addition, as part of the urban identity, it is the duty of the city dwellers to become acquainted with, protect and look after the urban identity. The main aim of the study is to prepare the visual identity inventory of Edirne province, and to measure the awareness of city dwellers on the elements in the inventory. It is especially considered to examine the level of recognition in terms of professional groups and their contribution to city branding. Also it also aimed to obtain results that can lead to local government studies which have an important role in branding. For this purpose, the visual identity inventory of the city, which stands out with its historical and cultural identity, has been listed and the level of knowledge and awareness of the local people has been studied. Occupational group employees serving in the tourism sector of the city, private sector employees, non-governmental organizations, and local government representatives were interviewed and the obtained data were analysed with content analysis technique. As a result, in the light of the data obtained, suggestions have been made about the activities and works that will increase the awareness of city dwellers about city branding and determine the strategic planning of the local administrations.
Açıklama
Anahtar Kelimeler
Kent Markalaşması, Kent İmajı, Görsel Kimlik, Edirne, Turizm, City Branding, City İmage, Visual İdentity, Edirne, Tourism
