Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi

Yazarlar: Nevin KARABIYIK YERDEN

Konular:İşletme Finans

Anahtar Kelimeler:Brand,Brad Image,Gobeklitepe,Stonehenge,Culture Heritage

Özet: The rapid development of competition not only affects many economic areas, but also creates new economic areas. In today's world, competition between businesses is also seen in other areas that affect human history, such as individuals, regions, destinations, and even cultural heritage. The strategic importance of cultural heritages, which provide high added value to their region and countries, is undeniable. This situation makes it necessary to evaluate each cultural heritage as a brand and to manage their images. For this reason, the brand image of cultural heritage is of critical importance. While explaining the brand image and its dimensions, the study conducted for these reasons aims to examine Gobeklitepe and Stonehenge archaeological sites, which are declared as cultural heritage by Unesco, in terms of brand image. Descriptive analysis, one of the qualitative research methods, was used in the study. The brand images of both cultural heritages are important for the history of humanity as well as for their social and economic contribution to the countries where they are located. As a result of the research, it was revealed that the perception of cultural heritage image is important for the target audiences, Stonehenge's image work continues depending on an older and autonomous structure, therefore it is in a stronger position against Gobeklitepe, but the Gobeklitepe archaeological site offers new opportunities, the possibilities, this shows that the potential of attraction for the target audience is high.

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