Place branding: A tool or a threat for conservation of heritage places

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: Orta Doğu Teknik Üniversitesi, Mimarlık Fakültesi, Mimarlık Bölümü, Türkiye

Tezin Onay Tarihi: 2019

Öğrenci: İLKE ALPAY

Danışman: AYŞE GÜLİZ BİLGİN ALTINÖZ

Özet:

Place branding and heritage places have been gotten in contact intensely for recent years and this matter has been discussed so much. Cities, regions, heritage sites and villages are forced to compete with each other internationally because of new global economic system. Heritage places are especially subjected to that force due to their uniqueness and high land values. Besides, marketing programs affect the conservation capacity of heritage places negatively if they are performed by independent strategies and policies, which are designated only for economic concern. Then, these heritage places face with loss of their identity or some specific cultural values, which are possessed in time and constitute the identity. However, some studies proved that marketing and conservation processes are able to be implemented together in mutual support. These two areas need to be examined in this context. Their principles and processes should be understood properly so that possibility for an integrated implementation method could be discovered. This study realizes that objective by reviewing existing place branding literature, its development for both worldwide and Turkey. Based on that review, study tries to set standards for place branding at heritage places.