Image and Reputation of Yalova City: A Study on Yalova University Students

Abstract

Recently, the image of a country and city has become a core competitive asset for the government and local authorities and this core competitive asset plays a critical role for domestic and foreign tourists, businessmen, residents of the city, neighbouring cities, investors, entrepreneurs and also the university students. Based on the competitive asset of city image and reputation, the perception needs an effort from a marketing perspective in order to improve the strategies for enhancing quality of life. The aim of this research is to evaluate the city image of Yalova from the eye of Yalova university students. For this purpose, image perception of students on the advantages of city, abstract image elements and residents of the city have been investiageted. The data of research have been collected through the questionnaire methodology. This study is run on 200 students as the research sample. In light of the results of the survey, the overall image perception of students about Yalova city and its residents are determined to be at medium level. Location of Yalova has a very positive perception, while intercity transportation, nature and weather conditions have a positive perception. The city is considered as peaceful, safe and clean, but expensive. Residents of Yalova are evaluated as peaceful. It is also found that, infrastructures and superstructures enhancing the Yalova city image should be improved.