Ceylan, Kutalmis EmreEravci, Abdullah2025-03-232025-03-2320182458-87252458-8725https://hdl.handle.net/11486/2551Bazi sehirler için marka sehirçalismalarinin en önemli faktörlerinden biri kültürel mirastir. Bu çalismadamarka sehir pazarlamasi için kültürel miras tutumlari, farkindaligi, sadakative prestijinin ekonomik deger olusturmadaki rolü ve marka sehir ekonomik degeriiçinde algilanan sehir kalitesi, satin alma niyeti ve sehri yeniden ziyaretetme niyetinin pazar performansina etkisi incelenmektedir. Çalismanin amaci,kültürel miras tutumlarina, farkindalik, sadakat, prestij ve sehrin ekonomikdegerine dikkat çekerek marka sehir pazar çalismalarina katkida bulunmaktir.Çalisma sahasi olarak Sinop ili, kültürel mirasi çok olan ve marka sehirsöylemleri durumu üzerine seçilmistir. Diger bir ifadeyle, Sinop’taki kültürelmiras zenginligi ve markalasma söylemleri bu çalismaya sevk etmistir.  165 kisiyle gerçeklestirilen anket sonuçlarinagöre kültürel miras performansi içinde tutum, farkindalik ve prestij ekonomikdegeri etkilemede anlamli bulunurken, sadakatin ekonomik deger üzerindekietkisi anlamli bulunmamistir. Bununla birlikte kültürel miras tutumu,farkindaligi, prestiji degiskenlerinin sadakat ile birlikte marka sehir pazarperformansini etkilemede anlamli bulunmustur. Ekonomik deger altinda incelenen algilanan kalite, satin alma niyeti veyeniden ziyaret niyeti marka sehir pazar performansini etkiledigibelirlenmistir. Arastirma sonucu, özellikle miras bakimindan zengin olansehirlerin, markalasirken kültürel mirasin ekonomik degerini göz ardietmemeleri ve marka sehir pazar performansindaki rolünü dikkate almalarigerektigini göstermektedir.For some cities one of the most importantelements of brand city studies is cultural heritage. In this study, the role ofcultural heritage attitudes, awareness, loyalty and prestige in the creation ofeconomic value and under the economic value; perceived city quality, intentionto buy, intention to revisit the city have been examined on brand city marketperformance. The aim of the study is to contribute to the brand city marketingstudies by getting attention to cultural heritage attitude, awareness, loyalty,prestige and economic value. Sinop province which has been selected a casestudy that has been considered as rich city with cultural heritage with thereason of its discursive situation on city branding.According to survey results conducted by 165people, cultural heritage has been significant in the relation with thecultural heritage attitudes, awareness and prestige but the effect of loyaltyhas not been significant on brand city market performance. However, thesignificance of the cultural heritage attitude, awareness, prestige and loyaltyvariables has been significant in the effect on brand city market performance.At the end of this research it has been found that the perceived quality,economic value, and revisit intention examined under the economic valueaffected the brand city market performance. This research has been pointed to the rich cities with heritage shouldnot ignore the economic value of cultural heritage in branding and should takeattention the role of cultural heritage in brand market performance.trinfo:eu-repo/semantics/openAccessKültürel mirasekonomik degermarka sehirsehir pazar performansiSinopArticle34456110.23834/isrjournal.470267https://doi.org/10.23834/isrjournal.470267