THE EFFECT OF CULTURAL HERITAGE VALUES ON DESTINATION BRANDING: THE CASE OF ŞANLIURFA

Abstract

In the 21st century, touristic destinations like public and private organizations are also affected by
the concept of competition. In this respect, it is understood that destinations need branding to create
originality and difference. It is seen that the destinations that have completed the branding process
gain competitive advantage over other destinations. One of the most important elements in the
branding process is the preservation of existing natural structures, cultural resources and traditions,
and their effective use in terms of marketing. Şanlıurfa, which has a rich variety in terms of touristic
resources and has hosted many civilizations in history, is one of the destinations that should stand
out more with branding. For this reason, Şanlıurfa province borders were determined as a research
area. The aim of the research is to determine how the cultural heritage values in Şanlıurfa province
have an effect on the branding of the destination. In addition, the cultural heritage values in
Şanlıurfa province are revealed with statistical information. Interview technique, one of the
qualitative methods, was used in the research. In this way, the subject is examined in depth. Within
the scope of the research, face-to-face interviews with semi-structured question techniques were
conducted for tourists visiting Şanlıurfa. The obtained data were summarized in accordance with the
subject and suggestions were given to the relevant people and institutions. It is thought that the
research will contribute to the future destination branding studies.