The Impact of City Marketing Elements on Residents Urban Awareness and Sense of Belonging: The Case of Kahramanmaraş

Özet

Purpose – In this research, direct effects of city marketing elements on urban identification and sense of belonging to their own city were examined in the case study area selected as Kahramanmaraş. The main aim of this study is to demonstrate that city marketing strategies are not only important for attracting external audiences such as tourists or investors, but they also play a vital role in enhancing urban identity and belonging among the residents of this very city.
Design/methodology/approach – We obtained primary data from the local residents of Kahramanmaraş through a structured survey. The seven elements of the marketing mix (7P) served as independent variables for the research model. We evaluated the hypotheses using Structural Equation Modeling (SEM).
Results – SEM results show a positive and statistically significant relationship between the elements of city marketing in general and the urban identification of residents. The strongest predictor (β = 0.78) of urban belonging was the factor "Culture and Tourism". The preservation of both tangible and intangible cultural assets, the promotion of geographically indicated products as well as improvements/betterment to transport infrastructure were identified as the strongest drivers that led residents to identify closely with their urban environment.
Discussion – The results show that sustainable city marketing should not only focus on external promotion but also involve well-designed policies to enhance residents' quality of life and emotional bond with the city. Residents' degree of urban belonging constitutes a decisive factor in a city's long-term competitiveness and sustainable development.