What Drives Youth Place Brand Citizenship Behavior? The Roles of Participation, Place Identity, and Perceived Benefits
Gençlerde Kent Markası Vatandaşlığı Davranışını Ne Belirler? Katılım, Yer Kimliği ve Algılanan Faydaların Rolü
This research was conducted to determine the factors that play a role in the Place Brand Citizenship Behavior (PBCB) of young people between the ages of 18 and 33 living in Kahramanmaraş. In today's conditions, where cities are not only competing to attract tourists and investment, but also competing to retain a qualified young population, understanding the value judgments and behaviors of young people towards cities is valuable both academically and in terms of local policy. Considering that the cities affected by the February 6, 2023 earthquake are in a simultaneous recovery process in different areas, it is seen that the issue becomes even more evident in Kahramanmaraş. The theoretical planning of the study includes place branding, social change theory and space attachment approaches. In the proposed model, participation perception (X1) and perceived benefits (X2) were determined as the precursor variables, and place identity (M) was determined as the mediating variable. The data were obtained from 503 participants through face-to-face application with a cross-sectional questionnaire design, and all topics were measured with 5-point Likert type items. The hypotheses were tested with multiple linear regression analysis and the indirect effects operating on the place identity were also subjected to a significance test. The results of the analysis showed that place identity was the variable with the strongest relationship with PBCB (β*=0.589; p<.001). The direct effect of participation perception on PBCB was significant, but its magnitude was limited (β*=0.126; p=.007). While the direct effect of perceived benefits was not significant, the indirect effect of this variable on place identity was found to be significant (unstandardized indirect effect 0.321; standardized 0.297; 95% confidence interval [0.242; 0.400]). The established model explains 49.2% of the variance in PBCB. The findings indicate that the voluntary support of young people for the urban brand is largely shaped by a cognitive and emotional belonging process. The study offers applicable policy recommendations to local administrators in terms of keeping young people in the city and bringing them into the city, especially in cities in the post-earthquake recovery process.
Bu araştırma, Kahramanmaraş'ta yaşayan 18–33 yaş aralığındaki gençlerin Kent Markası Vatandaşlığı Davranışı (Place Brand Citizenship Behavior – PBCB) üzerinde rol oynayan etkenleri belirlemek amacıyla yürütülmüştür. Kentlerin yalnızca turist ve yatırım çekme rekabetine girmediği aynı zamanda nitelikli genç nüfusu elde tutma yarışı içinde de bulunduğu günümüz koşullarında, gençlerin kentlere yönelik değer yargılarını ve davranışlarını anlamak hem akademik hem de yerel politika açısından değerlidir. 6 Şubat 2023 depreminin etkilediği kentlerin farklı alanlarda eş zamanlı bir toparlanma süreci içinde olduğu dikkate alındığında konunun Kahramanmaraş özelinde daha da belirginleştiği görülmektedir. Çalışmanın kuramsal planlamasında yer markalaması, sosyal değişim kuramı ve mekâna bağlılık yaklaşımları yer almaktadır. Önerilen modelde katılım algısı (X1) ile algılanan faydalar (X2) öncül değişkenler, yer kimliği (M) ise aracı değişken olarak belirlenmiştir. Veriler, kesitsel anket deseniyle yüz yüze uygulama yoluyla 503 katılımcıdan elde edilmiş, tüm başlıklar 5'li Likert tipi maddelerle ölçülmüştür. Hipotezler çoklu doğrusal regresyon analiziyle sınanmış ve yer kimliği üzerinden işleyen dolaylı etkiler de ayrıca anlamlılık testine tabi tutuldu. Analiz sonuçları, yer kimliğinin PBCB ile en güçlü ilişkiye sahip değişken olduğunu göstermiştir (β*=0,589; p<,001). Katılım algısının PBCB üzerindeki doğrudan etkisi anlamlı, ancak büyüklüğü sınırlı bulunmuştur (β*=0,126; p=,007). Algılanan faydaların doğrudan etkisi anlamlı çıkmazken, bu değişkenin yer kimliği üzerinden işleyen dolaylı etkisi anlamlı bulunmuştur (standardize edilmemiş dolaylı etki 0,321; standardize 0,297; %95 güven aralığı [0,242; 0,400]). Kurulan model, PBCB'deki varyansın %49,2'sini açıklamaktadır. Elde edilen bulgular, gençlerin kent markasına yönelik gönüllü desteğinin büyük ölçüde bilişsel ve duygusal bir aidiyet süreciyle şekillendiğine işaret etmektedir. Çalışma, özellikle deprem sonrası toparlanma sürecindeki kentlerde gençlerin kentte tutulması ve kente kazandırılması açısından yerel yöneticilere uygulanabilir politika önerileri sunmaktadır.
Ahn, Y. joo, Hyun, S. S., & Kim, I. (2016). City Residents’ Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior: A Case Study of Busan, South Korea. Asia Pacific Journal of Tourism Research, 21(3), 328–353. https://doi.org/10.1080/10941665.2015.1050422
Ap, John. “Residents’ perceptions on tourism impacts”. Annals of Tourism Rese-arch 19, sy. 4 (1992): 665-90. https://doi.org/10.1016/0160-7383(92)90060-3.
Bisani, Simona, Marcella Daye, ve Kathleen Mortimer. “Legitimacy and inclu-sivity in place branding”. Annals of Tourism Research 109 (2024): 103840. https://doi.org/10.1016/j.annals.2024.103840.
Finsterwalder, Jörg, Ning (Chris) Chen, C. Michael Hall, Girish Prayag, ve Alastair Tombs. “Transformative places and the citizenship experience: A dynamic perspective of disasters, transitional servicescapes, and place at-tachment”. Journal of Retailing and Consumer Services 77 (2024): 103628. https://doi.org/10.1016/j.jretconser.2023.103628.
Gursoy, Dogan, ve Donald G. Rutherford. “Host attitudes toward tourism: An improved structural model”. Annals of Tourism Research 31, sy. 3 (2004): 495-516. https://doi.org/10.1016/j.annals.2003.08.008.
Källström, Lisa, ve Laura Ripoll González. “Unravelling the link between ac-tors’ roles in place branding processes and brand citizenship behaviour”. Place Branding and Public Diplomacy 21, sy. 1 (2025). https://doi.org/10.1057/s41254-024-00350-9.
Kavaratzis, Mihalis, ve Ares Kalandides. “Rethinking the place brand: The in-teractive formation of place brands and the role of participatory place branding”. Environment and Planning A 47, sy. 6 (2015): 1368-82. https://doi.org/10.1177/0308518X15594918.
Kavaratzis, Mihalis. “From city marketing to city branding: Towards a theore-tical framework for developing city brands”. Place Branding and Public Dip-lomacy 1, sy. 1 (2004): 58-73. https://doi.org/10.1057/palgrave.pb.5990005.
Maziashvili, M., Kowalik, I., & Pleśniak, A. (2023). The antecedents of partici-pation in city branding: A comparison between Poznan (Poland) and Ku-taisi (Georgia). Cities, 141, Article 104473. doi.org
Reuters. Two years after quake disaster, Turkey’s painful recovery continues. 06 Şu-bat 2025. https://www.reuters.com/world/middle-east/two-years-after-quake-disaster-turkeys-painful-recovery-continues-2025-02-06/.
Ripoll González, Laura, Erik Hans Klijn, Jasper Eshuis, ve Erik Braun. “Does participation predict support for place brands? An analysis of the relati-onship between stakeholder involvement and brand citizenship behavior”. Public Administration Review 85, sy. 1 (2025): 192-206. https://doi.org/10.1111/puar.13776.
Scannell, Leila, ve Robert Gifford. “Defining place attachment: A tripartite or-ganizing framework”. Journal of Environmental Psychology 30, sy. 1 (2010): 1-10. https://doi.org/10.1016/j.jenvp.2009.09.006.
Stylidis, Dimitrios, Avital Biran, Jason Sit, ve Edith M. Szivas. “Residents’ sup-port for tourism development: The role of residents’ place image and per-ceived tourism impacts”. Tourism Management 45 (2014): 260-74. https://doi.org/10.1016/j.tourman.2014.05.006.
T.C. Cumhurbaşkanlığı Strateji ve Bütçe Başkanlığı. 2023 Kahramanmaraş ve Hatay Depremleri Raporu. T.C. Cumhurbaşkanlığı Strateji ve Bütçe Başkan-lığı, 2023. https://www.sbb.gov.tr/wp-content/uploads/2023/03/2023-Kahramanmaras-ve-Hatay-Depremleri-Raporu.pdf.
Taecharungroj, Viriya. “City ambassadorship and citizenship behaviours: Mo-delling resident behaviours that help cities grow”. Journal of Place Mana-gement and Development 9, sy. 3 (2016): 331-50. https://doi.org/10.1108/JPMD-03-2016-0009.
United Nations Development Programme (UNDP) Türkiye. A look at UNDP’s earthquake recovery efforts in Türkiye. UNDP, 2025. https://www.undp.org/turkiye/news/two-years-look-undps-earthquake-recovery-efforts-turkiye.
United Nations Türkiye. Two years after the 2023 earthquakes: The UN’s continued commitment. United Nations, 2025. https://turkiye.un.org/en/288798-two-years-after-2023-earthquakes-un%E2%80%99s-continued-commitment.
Wang, X., Lai, I. K. W., & Liu, X. (2021). The effect of place attachment on overseas students’ tourism ambassador behavior: A mediation role of life satisfaction. Frontiers in Psychology, 12, Article 766997. https://doi.org/10.3389/fpsyg.2021.766997
Williams, Daniel R., ve Jerry J. Vaske. “The measurement of place attachment: Validity and generalizability of a psychometric approach”. Forest Science 49, sy. 6 (2003): 830-40.
Zenker, Sebastian, Felix Eggers, ve Markus Farsky. “Putting a price tag on ci-ties: Insights into the competitive environment of places”. Cities 30 (2013): 133-39. https://doi.org/10.1016/j.cities.2012.02.002.
Zenker, Sebastian, ve Alina Seigis. “Respect and the city: The mediating role of place satisfaction for the effect of urban social capital on city brand per-ception”. Journal of Place Management and Development 5, sy. 3 (2012): 216-30. https://doi.org/10.1108/17538331211269092.
Zenker, Sebastian, ve Natascha Rütter. “Is satisfaction the key? The role of citizen satisfaction, place attachment and place brand attitude on positive citizenship behavior”. Cities 38 (2014): 11-17. https://doi.org/10.1016/j.cities.2013.12.009.
Zhao, Yuzong, Xiaotian Cui, ve Yongrui Guo. “Residents’ engagement beha-vior in destination branding”. Sustainability 14, sy. 10 (2022): 5852. https://doi.org/10.3390/su14105852.
Telif Hakkı (c) 2026 Dr. Ömer Büyükbaş (Yazar)
Bu çalışma Creative Commons Attribution-NonCommercial 4.0 International License ile lisanslanmıştır.
İndir
Makale Bilgileri
- Makale Türü Araştırma Makalesi
- Gönderildi Nisan 27, 2026
- Kabul Edildi Ekim 7, 2026
- Yayınlanmış Ekim 15, 2026
- Sayı Sayı 17 (2026)
- Bölüm Araştırma Makalesi
