Manisa Kent Markalaşması: Üniversite Öğrencilerinin Algıları ve Stratejik Öneriler
Manisa City Branding: Exploring University Students’ Perceptions and Strategic Recommendations

Summary/Abstract: This study investigates how university students' perceptions and attitudes towards Manisa influence its positioning as a competitive city brand in a globalized context. The findings reveal that students generally hold low levels of social, cultural, and economic perceptions of the city, largely due to limited opportunities in these areas. However, local gastronomy and natural attractions are perceived positively, offering key opportunities for strategic branding. Demographic variables, particularly gender and place of residence, significantly shape perceptions of the city. The research underscores the importance of enhancing Manisa’s social and cultural facilities, promoting studentoriented policies by local administrations, and increasing awareness of its gastronomy, historical heritage, and natural tourism potential. These findings highlight the necessity of a multi-faceted branding strategy to transform Manisa into an attractive destination for both its residents and visitors.

• Details
• Contents