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- Title
Marka İmajı Açısından Uşak Şehir Algısı: Üniversite Öğrencileri Üzerine Bir Saha Araştırması.
- Authors
DUĞAN, Özlem; AKINCI, Semra
- Abstract
Introduction Image of a city consists of the perception of the minds of people who see that city and have experiences of living and experiencing it. Although it is difficult to create a positive perception of people's minds, it is necessary to be among the cities competing in the globalizing world. Having a positive city image today brings many advantages. Keeping the historical, touristic and cultural values and making the cities a modern, livable brand will increase the appeal for the city. It is possible to increase the number of tourists coming to the city, to increase the number of students coming to the university in that city, contributition to the city economically, but only if the city has a positive image. For this reason cities that want to gain a competitive advantage should determine the characteristics that will enable them to become a brand and benefit from them. It is an important question how city brands are perceived and how their images are (Özdemir ve Karaca, 2009:114). This problem can be solved only by preserving the historical, touristic and cultural values of the city and making these values into trademarks and increasing the number of brands. However, it is difficult to say that all cities have become brands. Because many cities have failed to become brands for various reasons. This study was carried out in order to reveal the perception of Uşak city related students. Questionnaires were applied to the students. The data obtained as a result of the questionnaire were evaluated and suggestions were presented in the conclusion section. Methods The questionnaire method was used in the study and the study on the previously developed scale for the image of the city in the preparation of the questions and Özdemir and Karaca's "Urban Brand and Measurement of Brand Image: A Study on the Image of Afyonkarahisar City" was utilized. (Özdemir ve Karaca, 2009: 113-134). The data collection form used in the study consists of four parts. Data collection form used in the research consists of four parts. Questions were asked to determine demographic characteristics of the students in the first part; advantages of the city in the second part; abstract image in the third part and perception of the image of people of the city in the fourth section. In data collection form, options were made to determine demographic characteristics of the students and fivelikert type scale was used for questions of Uşak city. Students who participated in the survey were selected from faculties, schools-to- work transitions and colleges. In this research, Cronbach's Alpha coefficient for reliability of the scale was examined and found high. In analysis of data, SPSS program was used. Findings Students of Uşak University constitute universe of the research. The questionnaires of the 15 students who were incorrectly and incompletely checked that the questionnaires were filled correctly were not included in the study. The sample of the research was composed of 807 students. Participant students are from first, second, third fourth grades and 53.3% (n = 430) female and 46,7% (n = 377) male. On region where students came from, rates are: % 46,8 (n=378) Aegean; % 17,1 (n = 138) Marmara; % 12,4 (n =100) Mediterranean; % 10,5 (n = 85) Central Anatolia; % 5,3 (N = 43) Black Sea; 4,1% (n = 33) Eastern Anatolia; 3,1% (n = 25); Southeastern Anatolia and 3,1% (n = 5) foreign countries. It is stated that of the students, 77.6% (n = 626) were between the ages of 18-21, 0.19% (n = 153) between the ages of 22-25, 2.9% (n = 5) between 30 and over. In university preference order of students, 15,9% (n = 128) represents the next preference from the 10th preference. In other words, Uşak University is not among top 10 preferences of 128 participant students in survey. First preference rate was 15,7% (n = 127); second preference rate 14.5% (n = 117) and third preference rate 12,4% (n = 100). When asked to participants on what Usak reminds them, answers are 44,5% (n = 359) Kanyon; 24,4% (n = 197) Uşak tarhana, 12,6% (n = 102) university and 6,2% (n = 50) Uşak carpet; %5,6 (n=45) Usak blanket; %1,4 (n=11) javelin games; %1,1 (n = 9) natural beauties, 7% (n = 6) historical places in the city, . Conclusion According to these results, it is seen that the students are aware of the historical, touristic and natural beauties of the city. It has been determined that the students who have negative opinions about the education facilities and food and they are also not satisfied with the transportation between the cities and the intra-city transportation. Students also appreciate that accommodation, natural beauty, health facilities, climate, cultural activities, shopping opportunities are not good. It is possible to change the perception in the minds of people related to cities. This change can be physical or image related (Apaydın, 2014: 35). Activities aimed at introducing Uşak to students are needed. Introducing historical, touristic and cultural values of Uşak with support of Uşak Governorship, Uşak Municipality and Civil Society Organizations will be beneficial for first grade students in terms of image of the city. Increasing number and quality of social and cultural activities that students may improve themselves outside of classroom will contribute to the city and students. By acting together with all administrators of the city, the city's SWOT (strength, weakness, opportunities and threats) analysis may sort out future work. Especially local people's role should be remembered for city's branding process. In this regard, education can be given to protect values of the city. Activities that merge students and city people should be held. If only city is made into a brand, number of visitors and students increases and the city may become a center of attraction.
- Subjects
BRAND image; URBAN transportation; CRONBACH'S alpha; CULTURAL values; DEMOGRAPHIC characteristics; SOCIAL stigma; SCHOOL environment; SCALING (Social sciences)
- Publication
Usak University Journal of Social Sciences / Uşak Üniversitesi Sosyal Bilimler Dergisi, 2017, Vol 10, Issue 3, p385
- ISSN
1308-738X
- Publication type
Article