URBAN BRANDING WITHIN THE SCOPE OF TOURISM DIPLOMACY: HOW DO MUSEUMS CONTRIBUTE TO URBAN BRANDING IN THE DIGITAL AGE?

Author:

ZEYBEK Burcu1,ÖZTÜRK İlknur1

Affiliation:

1. DOĞUŞ ÜNİVERSİTESİ

Abstract

Urban branding indicates a brand that forms as a result of all marketing processes of a city. In other words, it also includes all communication processes designed by the relevant organizations of a city. Tourism is a sector which has a great effect on the international image of a nation, country or a city and shapes many other areas. With the goal of increasing the recognition of a brand city and expanding the visitor access together with the digital transformation, social media marketing aims to produce contents shared by users in a variety of social networks. This goal is also the reason why the cities have become a part of the tourism diplomacy by creating a positive impression and increasing the tourism potentials. The mission of protecting and displaying the resources related to culture and art in such a way to look after the benefits of cities, the country and people and driving visitors to the city bring museums into the forefront. Within this framework, we should consider that museums which are institutions increasing the competitive power of tourism are not only places where precious works of art are kept and protected, they also offer the opportunity of introduction, instruction, teaching and experimenting. Museums which have been identified with cities are significant because they offer a virtual tour experience, enable social network sharing, have a variety of innovative applications like digital works of art that can be visited via artificial intelligence, are considered urban destinations, attract attention to a city for sightseeing and increase the potential of visiting. Accordingly, the present study explained the concepts of tourism and urban branding as a soft source of power and revealed a correlation between the digitalization of museums and tourism potential of cities. The study made suggestions related to urban branding and position of museums within the tourism diplomacy

Publisher

Cumhurbaskanligi Iletisim Baskanligi

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