The city branding potential of Sakarya: A tourism-oriented evaluation

With the rise of global competition, developing city branding strategies has become vital for urban centres. The unique features and values of cities, especially their geographical, cultural, and historical traits, play a crucial role in shaping city identity and image during the branding process. This study aims to assess Sakarya's geographical, historical, and cultural tourism assets and their contribution to its potential as a city brand. Additionally, the research examines the impact of tourism-related projects on established city branding criteria. A mixed-methods approach was used, combining both qualitative and quantitative data collected through semi-structured interviews. Experts from various stakeholder institutions within the city participated in the study. Fifteen experts responded to six open-ended questions about Sakarya's tourism potential and branding process. Moreover, participants evaluated the effects of current or upcoming tourism projects on city branding criteria using a matrix-based scoring form. Experts identified natural assets such as Acarlar Floodplain Forest and the Sapanca River, historical and touristic sites including the Çark Watermill, the Justinianus Bridge, and traditional houses in Taraklı, and local gastronomic values as key tools for branding. Matrix analysis results show that projects centred on the city's natural areas, such as coastal recreation initiatives and the restoration of natural and historical sites, make the greatest contribution to city branding. Participants also noted that bicycle-related projects and events have given the city a distinctive identity and improved its international competitiveness.